The consumer research is in, and it shows that the Clinton and Trump campaigns’ television advertising is achieving the same results – none. The reasons are very different though, and each has an important lesson for regular (i.e., non-political) advertisers.
The Trump campaign’s television advertising is so ineffective for a very simple reason: They’ve run next to none of it. From September 16 through Election Day, according toAdvertising Age‘s analysis of Kantar Media spending figures, the official Trump campaign will be investing all of $548,656 in television air time. Before that, they spent$4.3 million, for a grand total of $4.85 million. As a result, their commercials are, to all intents and purposes, invisible. This is because viewers need to be exposed to a commercial several times before they even even realizing that it’s there. The first time a new commercial runs, viewer reaction is, “Did I just see something new?” Second time, it’s, “Oh, that’s what I saw.” It’s only after the third exposure that viewers may start seeing and hearing the content – and that’s if the advertiser’s lucky. Read more →