VAL 2016 | I USA överöser kampanjteamen ständigt väljarna med politisk reklam i tv under valrörelserna. Inte alla uppskattar detta.
Risken för de politiska kandidaterna är att reklamen irriterar och stöter bort mer än vad reklamen övertygar.
Kruxet blir då var man skall placera sin reklam och hur mycket reklamtid man skall köpa för att väljarna inte skall straffa kandidaten för att de stör dem i deras tv-soffor.
En av Barack Obamas tidigare kampanjmedarbetare, Carol Davidsen, ser ut att ha löst en del av problemet.
Tim Higgins skriver i Bloomberg Businessweek:
When Scott Tranter, a Washington political strategy adviser, wants to figure out which TV shows Republican voters are watching, he calls Rentrak, a company that uses information pulled from set-top cable and satellite boxes to track viewing habits. Rentrak’s data help Tranter determine exactly where candidates can get the most value for their ad dollars. Rather than advising campaigns to spend $3,000 on prime-time broadcast slots in Des Moines, he tells them to buy airtime during reruns of Law & Order on TNT, at a fraction of the cost.
It’s a strategy devised and perfected by former Obama campaign staffer Carol Davidsen, who joined Rentrak in January to oversee political analytics.
Near her desk, Davidsen keeps small maps of the swing states that will be most important in deciding the 2016 presidential election. As the director of integration and media targeting for Obama’s 2012 campaign, she created a tool known as “the Optimizer.” It not only used Rentrak numbers to spit out information on what the likeliest voters were watching but also told the campaign’s media buyers where they could reach the most voters for the lowest price.
Before the Optimizer, the campaign—like most of its predecessors—bought airtime during local news and prime-time broadcasts on the theory that those shows reached the most people. Davidsen’s analysis prompted the campaign’s ad buyers to triple their investment in cable ads, a strategy that made the spots 10 percent to 20 percent more effective, in the campaign’s estimation.
In the 2014 midterms, ad buyers for Republican candidates boosted the number of political commercials on local cable by almost 75 percent over the 2010 midterms, according to NCC Media, which sells local ad space for most cable carriers. Channels such as HGTV, FX, and the Food Network were suddenly inundated with campaign messages. “I definitely attribute that to better analytics behind TV advertising,” says Timothy Kay, director of political strategy at NCC. “Part of what’s great about the Rentrak data is that it’s given ratings to networks that we haven’t traditionally seen ratings on because of the small sample sizes that are shown by other media survey companies.”
With a team of eight, Davidsen is trying to solve one of the problems that bedeviled her when she was on the campaign side in 2012: how to make sure the same people don’t see a candidate’s ads too many times. Even with its sophisticated analytics, the Obama campaign ultimately realized it was bombarding 6 percent of households in Ohio with more than 60 ads a week. “That was not the desired intent,” Davidsen says, noting research that suggests voters can be provoked into voting against a candidate if they’re annoyed by seeing too many of the same TV ads. She says ad blitzes can bedevil better-funded campaigns, like Hillary Clinton’s or Bush’s. “The Hillary campaign’s problem is not going to be the lack of budget,” she says. “It’s going to be avoiding these 60 exposures.”
Bild: Bloomberg Businessweek.