How can media persuade voters?

Dec 1
08:04

2008

Scott Perreault

Scott Perreault

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With the massive political media budgets being unleashed on the voters, are the commercials actually persuading?

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In the past five Presidential elections,How can media persuade voters? Articles we have learned a lot about the voting habits of Americans. Using only age, race, income level, location and party affiliation, I can tell you what cable shows, radio stations, newspapers, Internet sites and broadcast television programming these demographics prefer. This information will satisfy the typical advertising agency aimed at spending their client’s money wisely. However, a political advertising consultant will go a step further, asking more direct questions about these statistics.

What are the gross rating points of these programs?  When reviewing proposals between advertising agencies, be certain you are comparing apples with apples. Credible agencies target Gross Rating Points or (GRP's). The GRP is derived by factoring the total percentage of viewers/voters reached in the targeted zone combined with the frequency your commercial airs. This is critical when comparing proposals because one proposal could offer 500 commercials per week with the bulk of the commercials airing in off-peak hours, while the other proposal offers 350 commercials with the majority being aired during prime time (4PM - 11PM). The GRP of the 500 commercial proposal could be 60, while the 350 commercial proposal is 300. Many clients who are not experienced in media buying often ask, "How many commercials will this buy me?" Because the client demands quantity of commercials and most agencies lack political micro targeting tools, many advertising agencies will create a schedule for the client that is based on "bulk" and not "on target". What about the psychographics that accompany these demographics? For example, News/Talk radio stations can have the same demographic as Country radio stations (35+), but with significantly different listeners. What messages will be airing adjacent to yours? This requires direct communication with each media company purchased on the client’s behalf. Because most advertising agencies maintain limited staff in the media buying departments by using re-sellers, they are unable to contact them to obtain this information. Besides being unable to most effectively reach the Persuadable voter,  you are also paying as much as double agency rates because your media buy is handed off to a third party who marks up the air time another 7-15%. The ability to persuade a person to vote for a candidate or issue is a true art that requires years of experience to develop. The question to ask is given your specific situation, what is the media message and vehicle which will most effectively persuade the most voters for the dollars invested. Do you trust your media planning to an expert in both advertising and politics?