Voters seem to be tired of politics as usual. Traditional candidates are not resonating with voters. That’s according to Garvey Schubert Barer’s Brad Deutsch. Radio’s political ad spend revenue is expected to be just under $1 billion this year. Nathaniel Kronisch of Buying Time told attendees at a session for NAB 2016 that while broadcast was dominating the political ad spend in 2012, now its big data. His company is using data to micro-target voters with custom messaging.
Katz Media’s Stacey Lynn Schulman agrees, saying the reality is all broadcast media is also digital. “We think digital is wonderful for the future of broadcast.” Katz uses data to tell campaigns how they can better target voters. Kronisch says his company worried about viewer fatigue earlier in the year. For example in Ohio there would be several blocks of television political spots in a row. “But you can’t not advertise,” he said.
Schulman agrees and says, “There is a saturation point. We should be using other media, like radio.”
