TV is becoming more and more fragmented and diversified. People have more and more to choose from when they want to watch TV. Last cycle the Obama team showed how effective campaigns can be using data – and in particular, making better use of cable. They ran circles around the Romney campaign when it came to effectively targeting their TV spots. Both in cost and in reaching the right audiences. Smart campaigns are going to incorporate cable more effectively. This article is a must read – analyzes the growth in cable spending suggesting it could make up to 25% of political ad spending. Good read.
– Team SHC