February 2nd, 2016 | Read more articles from 2016 or Visit the News Archive
ADVERTISERS WANT BUSH VS CLINTON IN NOVEMBER ELECTION
A new survey of national political ad agencies conducted by ad tech firm STRATA suggests a Jeb Bush vs. Hillary Clinton November election would be the most profitable combination, based on anticipated ad spending.
Of the ad firms surveyed, 44% picked Jeb Bush as their choice of Republican candidate, while they unanimously agreed Hillary Clinton would be the highest spending Democratic nominee.
Senator Marco Rubio of Florida was a distant second to Bush with 28%. Most surprisingly, front-runner Donald Trump came in as the third potentially highest spending Republican with just 22% of agencies picking Trump as their top choice.
STRATA polled agencies representing approximately 75% of total political advertising billings nationwide.
So far Trump has relied on free media and news coverage to spread his message.
Judd Rubin, Vice President of STRATA explained:
“It’s not that surprising that, from a pure business perspective, political advertising agencies would like to see a Clinton-Bush matchup.”
“But the story is Trump and his command of the earned media game. We’ve never seen anything like it and we may never see it again. After this campaign, there will be college courses examining Trump’s uncanny ability to demand media attention and his use of Twitter.”
The survey also showed that local TV (Spot TV) is still the overwhelming choice of political advertisers and provides the best return on investment (ROI). 83% of agencies utilise spot TV. That’s far an away the most. National TV trails with 11% of agencies. Spot TV is considered as providing the best ROI according to 78% of agencies, while other agencies feel social media (11%), national TV (6%), and digital video (6%) are better mediums to convey candidates’ message.
“Political campaigns have become very sophisticated in how they reach potential voters, yet they continue to feel that the traditional medium of spot TV is the most effective advertising tool, even as the advertising industry continues to fragment outside of political advertising,” concluded Rubin.
And when it comes to campaign spending, there is considerable money at stake for advertisers. In the 2012 Barack Obama/ Mitt Romney election, the two campaigns raised more than $2 billion. Obama nipped Romney in the money race $1.123 billion to $1.019 billion. This does not include the so-called soft money that is funneled to political action committees, who are barred from coordinating with the candidate. Despite that prohibition, signals are often sent to the Super PACs, directing their spending.