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Cable
TV Advertising
Political
Why
advertise your campaign on cable television?
Click
here for testimonials.
Click
here for a cable TV advertising
directory.
Cable Delivers the Winning Edge
Cable Households
Are More Likely To Vote.
Cable subscribers voted 14% more often than non-cable subscribers in a
federal, state or local election in the last 12 months.
Cable Households
Are More Politically Active Than Non-Cable Households.
Cable subscribers are 28% more likely to work for a political party or
candidate than non-cable subscribers.
Cable Households
Take Part In Fundraising Events More Than Non-Cable Households.
Cable subscribers are 36% more likely than non-cable subscribers to be
fundraisers.
Cable Households
Express Their Opinions And Take Action More Often.
Cable subscribers visited elected officials 43% more often than non-cable
subscribers in the past 12 months.
Cable Targets Specific
Constituencies.
The selectivity of cable programming allows you to tailor the most favorable
audience environment for your voter message.
Cable Targets Specific
Geographic Areas.
Since cable systems operate within specific regions and communities, it's
possible to select well-defined areas for your campaign message without
paying to reach voters outside your district.
Cable Viewers Watch
TV Differently.
The candidate or political party not using cable is underdelivering its
message to the politically motivated, responsive cable audience, because
cable viewers watch less broadcast TV and are drawn to the programming
available to them only on cable.
Cable Advertising
Is Cost Efficient.
The costs associated with broadcast television put it out of reach for
many candidates. Cable's low cost and greater frequency of exposure allow
your message to be seen efficiently and effectively throughout the day,
including primetime.
Cable Offers The
Availability Of Longer Commercials.
Cable offers a greater opportunity to use 60-second commercials. This
length is hard to come by on broadcast television.
"We've found cable to be a valuable tool to reach specific markets"
Candidate: David
Honigman
Race: Michigan State Senate
Marketing Resource Group
"During our election, we handled more than 15 local candidates who used cable independently or as part of their media mix. One candidate we used cable for was Senator David Honigman,who was a Republican running for the Michigan State Senate. Cable is cost effective and played a vital role in this successful race. Cable allowed us to buy and target demographically and geographically specific markets for a fraction of what advertising costs in the Detroit broadcast market. Early in the campaign, cable allowed us to target Honigman's specific district. We have also found cable to be an effective frequency builder. In some races, polling results indicate that specific areas of a candidate's district need additional media to boost name recognition or to address a specific issue."
"I received more benefit per dollar spent on cable."
Candidate: Harrill
L. Dawkins
Race: Georgia State Senate
"I tried cable television advertising with Cable Advertising of Metro Atlanta (CAMA), and it proved to be very successful. Cable advertising has proven to be extremely cost effective as well as politically effective.
I advertised on ESPN, TNT, CNN, and USA. We ran about eight spots a day on each of these four cable networks, about two weeks prior to the election. I received more benefit per dollar spent on cable than I did with any other advertising medium used. With cable's targeting ability, I was able to get my messages across to the voters I absolutely needed to get.
I highly recommend cable television advertising when you are running for office."
"I've devoted my entire ad budget to cable."
Christy Allums
County Revenue Commissioner
Abbeville, Alabama
"I am currently running for office. I have been using cable advertising for about 12 weeks, running 28 spots per week. I advertise on sports programs, because when I campaign door to door, I reach a lot of women, but the men are usually not at home. Since I can't reach them in this fashion, I target them with my advertising. Originally, I was just planning on using cable for five weeks during the NCAA and Southeast Conference basketball tournaments and during the last week of the primaries. But when I started campaigning in public, a lot of people said they had seen me on TV and they really liked my ads. That's when I decided to run the spots for a full 12 weeks. Cable has given me a lot of exposure. I've devoted my entire ad budget to cable, and my opponent hasn't used it at all. If I win, I can certainly say that cable played a major role in my victory."
"Cable viewers are more politically involved."
Candidate: Jesse
Helms
Race: U.S. Senate
"We invested heavily in a statewide cable campaign during this past election. The ability to target the major metropolitan markets in North Carolina was a key issue. In past elections, nearly 50 percent of the vote cam e form the counties covered by Cable AdNet. That, along with the fact that cable viewers are more politically involved, makes a strong case for cable.
In relation to costs and viewing shares during prime time, we determined that broadcast television was not an efficient buy. Our strategy evolved into buying fringe time on broadcast networks, and our cable buy covered the remaining dayparts with its frequency.
During a political race, it is necessary to make your point clearly, to delineate your position from your opponent's. The affordability of cable lends itself to buying a high frequency schedule which in turn delivers a high degree of reach within its market."
As published in the Cabletelevision Advertising Bureau.