Targeted Victory, the GOP-focused digital media firm, teamed with online giant Google to produce the recently released "50 States of Waste" analysis, highlighting the huge amount of waste in TV broadcast spending by local political campaigns--at least campaigns by Congressional candidates. The analysis looked at the $320 million spent on Congressional races last year, on a district by district basis, and concluded that 75 cents of every broadcast dollar missed the intended voter audience and were wasted on out-of-district impressions. The analysis ranking of the top 10 most wasteful district campaigns is headed by Illinois Congressional District 10, where 93% of the $19 million spent included out-of-district viewers who couldn't vote for the candidate even if they loved the message. Next comes Arizona District 1, where 89% of the $16 million spent missed the voter target. Other states with districts in the top 10 of waste include Florida, Virginia, California, Colorado, Minnesota, Texas and Georgia. Of course, digital marketing champions Targeted Victory and Google have a motive to move campaign dollars from broadcast media to digital platforms and YouTube videos. And their analysis doesn't negate the potential value of TV ads in presidential bids and statewide races. Still, it's an interesting caution to local campaigners. And a reminder to all candidates and causes that audience targeting is now key to both broadcast and digital efforts. To take a look at your own Congressional district, go to http://fiftystatesofwaste.com/index.html?p=top10&d=1
No comments:
Post a Comment