The 2012 election season is noted as the most expensive in history. What does this mean for the 2016 season and how will you secure your political advertising revenue? Advertisers and media planners/buyers use different media platforms to deliver messages – whether it’s TV, radio, online, out of home, print or email. Determining which platforms reach which voters is an ongoing discussion. As the advertising space continues to expand it is important to understand how your audience impacts elections and the best way to represent your key voting groups. This edition of the Nielsen Scarborough Sales Manager Toolkit will explore the various ways that data can help tell your audience’s voting story. This analysis is featured visually in the example one-sheet, shown above, which you can download here.
First, establish that your audience is politically active and full of registered voters. Show your audience’s strengths by political party affiliation to help your sales and prove that you reach not only the candidate’s potential voters but the important Independent group that can swing an election. Highlight your strengths by daypart to further illustrate your nuanced audience and help candidates with specifically targeted messaging ideas.
Swing voters play a key role in election results, so use these insights to your advantage. Highlight the positive, in how candidates can reach potential supporters; or conversely, explain that there is room for growth with additional ideas to help sway independents. Understanding which organizations your audience donates to will not only highlight your audience as politically active but also provide insight into issues that are important to them. Grassroots campaigns have flourished over the past decade so showing the audience’s propensity to volunteer can help prove their devotion.
Social media allows voters to have a voice. Prove your audience to be social media savvy and active participants who can carry the conversation well beyond the media advertisement. Further examine your audience by creating custom definitions targeted to each party (i.e. WAAA Social Networking Democrats).
Ensure your audience’s voice is heard this election season by using some tips from our Sales Manager Toolkit. Contact your Nielsen Scarborough representative or Dialog for additional help. To gain access to a free one-sheet template in which to add your own data simply fill out the form below.