Campaigns & Elections - August 2007 - (Page 70)

consultants’ corner The Great Exaggeration Why primetime TV is alive and well, politically speaking BY JEAN BROOKS When United States newspapers mistakenly published Mark Twain’s obituary in 1897, he retorted with the now infamous cable from London: “The reports of my death are greatly exaggerated.” Today, a century and a decade later, Twain’s response could easily apply to claims of the demise of primetime television—a theory that, for some political media buyers, calls into question the medium’s viability as the primary source for political advertising. Yet, regardless of dire predictions, the death of primetime TV is indeed an immense exaggeration. The fact is, TV isn’t being replaced by the Internet. Comparable to TV’s own advent—which everyone predicted would be the death of radio and cinema—TV is adapting, just as radio and movies once did. Just look at “American Idol,” which is interactive via online, text messaging or toll-free telephone audience voting. This aspect is attracting young and old alike. There are plenty of numbers to support TV’s sovereignty in political media buying. For example, 69 percent of Americans cite television as their main source for political campaign news, versus the 15 percent who prefer the Internet. Make no mistake, political advertising on the Internet continues to grow, from approximately $29 million spent during the 2004 elections to an estimated $40 million in 2006. But broadcast television is still king, with 2006 estimates for campaign advertising nearing the $2 billion mark, and overall spending for broadcast TV advertising growing 5.3 percent to $48.4 billion. It’s Hip to Be Cool, But At the same time, the number of media choices for reaching the demographics so often coveted by political campaigns has dramatically expanded. These increased choices have political media buyers weighing the options between traditional broadcast, print media and new media. Not surprisingly, up against the inherent “coolness” of the Internet and its burgeoning influence on numerous aspects of U.S. politics, television is dismissed as “old” media. But TV—the old workhorse— still gets the bulk of media dollars. Keeping up with the latest technology—especially the most-talkedabout YouTube videos—is a requisite for being “cool” in the 21st century, and also for obtaining free media exposure. It’s worth noting, however, that the likely voter target is 35+, if not 50+. TV is exceedingly efficient in reaching the older target. (They ain’t hanging out on YouTube.) Once dominated by ensembles of teens-to-30-somethings (think “That 70s Show” or “Friends”), network television currently features multigenerational casts and a greater percentage of baby boomers like Sally Field and James Woods than ever before, and with good reason. The country’s fastest-growing demographic is the 55-to-64-year-old age group. And, according to recent Nielsen Media Research demographic surveys, 40 percent of primetime viewers are in the 40-to-64 age range. Mind-Boggling Potential The Internet’s track record in fund raising and the potential of its viral impact, which can explode overnight, is mind-boggling. Consider Howard Dean’s use of the Internet for fund raising in his 2004 presidential campaign. Prior to Dean’s campaign, the Democratic record for quarterly campaign fund raising belonged to former President Bill Clinton, with $10.3 million. Dean beat that with $14.8 million in the third-quarter of 2003 and ultimately raised approximately $50 million during his campaign, largely (continued on page 72) 70 CAMPAIGNS & ELECTIONS 08.07

Table of Contents Feed for the Digital Edition of Campaigns & Elections - August 2007

Cover Contents Editor’s Note Ames Straw Poll Cavalcade; Last Candidate Standing; The New Dollar-A-Year Guy; Web Videos That Can Change the Election Across State Lines: Campaign News from Around the Country People and Organizations Movers and Shakers: Ten Questions for Matthew Taylor and Philip de Vellis Campaign Consultant Sign-Ups Reel Time Cover Story: Building Blocks From Madison Avenue to K Street Money Can’t Buy Votes Dick Cheney: Roll Model for Millions Ames: Still Weird, Still Important How to Do Tougher, Quicker Crisis Management Online Cause-Based SocNets Lure Issue Voters The Great Exaggeration Why Primetime TV is Alive and Well, Politically Speaking Buyer’s Guide Tips for Toeing the Fine Line Between Employment, Friendship Managing Your Friend’s Campaign? Think ‘Consigliore’ Off The Record

Campaigns & Elections - August 2007

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