beach tv pres mediapost(what_canthe2016electionteachusaboutreachingcustomers?)_06-09-2016
TRANSCRIPT
@MichaelBeach
TargetedVictory.com
What can the 2016 election teach us about reaching customers?
TargetedVictory.com
#1 - Fragmentation is growing
#2 – Who + Where really matters
Source: Food Marketing Institute, Census TargetedVictory.com
Fragmentation is growing
Since 197548% ↑ 370%↑
Population Products in average grocery
2016 Election
The battle for 270 electoral votes
TargetedVictory.com
$3B to impact > 2% of population
TargetedVictory.comSource: Borrell and Associates
How do we get more $ to the 4m?
Viewership ↓ 35%Political TV Spend ↑ 65%
$ B
$2 B
$4 B
$6 B
$8 B
$10 B
$12 B
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
$6 B$7 B
$9 B
$9 B $10 B
3.33.1
2.8
2.4 2.1
Source: Nielsen, Borrell and Associates TargetedVictory.com
87% of $ go to 40% of viewership
Source: Washington Post TargetedVictory.com
Republican Primary
The Republican primary consists of 56 contests with a
total of 2,472 delegates
1,237 = Republican nominee
11 states voted on Super Tuesday with a total of 595
delegates up for grabs
11 states = 595 delegates
TargetedVictory.com
Super Tuesday = Big Deal
TargetedVictory.com
30
53
103
133
822
977
1,000
1,150
1,159
1,187
1,554
1,661
1,703
1,798
1,970
2,027
2,097
2,125
2,169
2,472
76 markets = 595 delegates
TargetedVictory.com
Do we have enough money to compete in each market?
SPOILER ALERT: NO!!!
TargetedVictory.com
76 markets?
How about 105 individual congressional races?
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11 states = 105 congressional districts
352 of the 595 delegates were awarded by congressional
district
76 markets = 173 districts(68 ≠ March 1st)
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Can we win all of those congressional districts?
SPOILER ALERT: NO!!!
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66 target districts = 51 markets
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1 market = 12 districts = 3 states
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How does this work?
TargetedVictory.com
View Digital as TV and TV as Digital.
Data → Analytics → Media
49% efficiency on news
40% efficiency on reality
41% efficiency on drama
More programs. More networks.
Source: Washington Post TargetedVictory.com
How does the who + where impact CPM?
