Whether you manage a major league baseball team or a major political campaign, using data to inform your strategy can help you win. AAPC’s recent webinar was hosted by Rich Tunkel, SVP of Business Development at Nielsen Audio. Tunkel went in-depth into the simple changes campaigns can make in media planning that may lead to big gains with 2020 voters.
Check out the key lessons from the webinar below, and listen to the recording for even more expert insights.
This webinar has been archived for playback. AAPC members can click here to view all webinar archives.
Key Lessons from the Webinar
- Allocate your budget appropriately: It’s projected that $6.7 Billion will be spent on political media in the 2020 cycle alone, and broadcast TV will take up about 52% of that overall cost. Yet, case studies on previous campaign spending have shown that increasing spending on broadcast TV does not provide the highest rate of returns. Spending a little bit more on a lower cost media like radio has proven to create much higher returns on the number of voters reached! Even still, relying on one medium or the other won’t be enough to win your campaign. The most efficient campaigns use both TV and radio together.
- Radio reaches beyond: With 35% of voters being light TV viewers or not watching TV at all, it’s key to expand your media coverage beyond television. It’s proven that integrating radio into your media plan generates incremental reach among medium and light TV viewers, and captures those voters who don’t watch TV at all. This is especially true within Hispanic and Black voter populations.
Access the full recording to hear additional tips from our panelists.