Campaign Success : Increasing Favorability Outspent 2:1, Thom Tillis relied on Radio to turn the odds in his favor in North Carolina’s 2014 Senate Race.

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Presentation transcript:

Campaign Success : Increasing Favorability Outspent 2:1, Thom Tillis relied on Radio to turn the odds in his favor in North Carolina’s 2014 Senate Race Primary Thom Tills was able to cut through the negative TV ads against him on the crowded media market and use radio to increase his name ID by 23 points and his favorability 32 points in final month of primary. Tillis Increased Radio Spend 515% Opponent outspent Tillis 107% on TV Source: Katz Radio Group We cut through the noise

Let’s look at the numbers TV Environment – Political Case Study Below is a frequency distribution based off the (placement of 800 GRPs in the state of Ohio). Even with 800 GRPs, approximately 12% of the specified target, "A35+ Republicans or Independents who sometimes or always vote in national elections" would not be exposed to the candidates message with virtually one out of three viewers exposed to the commercial message over 10 times. We then took this schedule one step further computing commercial exposure for each quintile of TV viewer- from heaviest – lightest. With this 800 TV GRP for 1 (one) week TV schedule, the frequency distribution by TV listener quintile would be:  Heaviest TV viewer - 21x  Heavy TV viewer- 11x  Medium TV viewer- 7.8x  Light TV viewer- 3.2x  Lightest TV viewer-.3x, that's ("point“).3x

Let’s look at the numbers TV Environment – Political Case Study The graph below is the frequency distribution of 800 GRPs of TV/week over 4 weeks. Over half the viewers would have seen the candidate’s commercial over 20x but that’s just an average. The frequency distribution for the heaviest-lightest TV viewers by quintile would be:  Heaviest TV viewers- 80x  Heavy TV viewers- 41x  Medium TV viewers- 29x  Light TV viewers- 12x  Lightest TV viewers- 1.2x With both of these schedules the heaviest TV viewers would be exposed to a candidates commercial 66x - 70x more than the lightest TV viewers.....Radio can balance this wasteful exposure imbalance....

Let’s look at the numbers TV Environment – Political Case Study Radio could be easily mixed in serving the role of:  Complementary medium- extending reach  Providing resonance/magnification of TV- providing the voters with additional "reasons" to believe", which can be done more effectively in 60 seconds  Emotional and imagery transfer- hearing the candidate/candidate’s message would generate the same emotional and imagery as seeing it  The cluttered environment- per the previous Media Monitors slide, the average early and light TV viewer for early and late news on the 3 major TV networks would be exposed to over 1,200 political commercials in the month leading up to the election  Sequencing of messaging- Using TV first then supplementing with Radio