anytime someone watches a program on their phone or tablet,
they will be subjected to paid commercials that could widely
push the agenda of political campaigns. They have literally
found a way into the hands of nearly every American with a
cellphone. In fact, the only advertising medium that can come
close to that kind of reach is television.
There’s no questioning the reach cable providers have
granted politicians. However, 2016 will be the year political
campaigns are more precise. It is much easier to measure the
responses of digital and mobile marketing campaigns. That said,
they have the ability to geo-target any prospects they want. The
reach of a campaign is no longer as important as its targeted demographic. It’s entirely possible to market to a smaller group of
people and expect better results if the people you are marketing
to are more receptive to what you are saying.
Stacey: While the expansion of TV/cable networks may allow
one to better target a specific audience, it also means more work
for the marketer, as different messages may need to be crafted to
best appeal to different audiences.
Yallen: While the additional networks enable a political adver-
tiser more options with which to “buy around” airtime consid-
ered too expensive for their budgets, they have also resulted in
further dilution of the already-fragmented viewing audience. As
a result, it is becoming increasingly more difficult to reach the
desired viewer with sufficient frequency.
Conversely, these additional vehicles have increased an advertiser’s targeting capabilities. Over time, cable networks have
evolved — similarly to how magazine and radio formatting did
previously — to serve targeted, niche audiences. In many of
these cases, their core viewers closely reflect clear-cut party affiliations and candidate preferences.
Recent estimates put advertising on
NBCUniversal’s Summer Olympics
programming at more than $1 billion during
a 2.5-week period. How will this change
how performance-based marketers look for
inventory during that timeframe?
Abusaleh: Inventory is going to be tight in both long-form and
short-form. The Summer Olympics have a much bigger impact
on response than the Winter Olympics. Running in the coun-terprogramming on non-NBCUniversal networks can be hit and
miss. As a rule, it’s best to avoid running against the primetime
rebroadcast, and it’s important for agencies to set performance
expectations for clients. If past performance is indicative of future performance, it could be a challenging 2. 5 weeks.