Stations need to learn all about early voting in their markets. Consider the impact on schedule placement and demand on inventory if campaigners realize that voting decisions are being made, earlier, by a meaningful portion of the electorate. Imagine the benefit to all involved as you help campaigners deliver their messages earlier in the cycle and better achieve their objectives at the same time. You can give them more of what they want (greater access to your audiences and better efficiencies) and they can give you more of what you want (their ongoing investment).
SALES OFFICE BY PAUL TRELSTAD
Early Voting Means Early Opportunity For TV
The time to prepare for the 2012 election cycle is now.
A new and important customer service (and therefore money-making) item to put on your Election To-Do List is to learn everything you can about early voting in your market area. Early voting is a growing phenomenon. It is having a large and increasing impact on election results and has the potential to significantly impact political advertising schedules.
A little known fact: In the 2008 election, John McCain captured the majority of presidential votes in Ohio on Election Day, but Obama carried the state due to early voting over the 35-day election period.
Now available in 36 states, we’ve seen early voters exceed 50% in a number of states during the 2010 election.
Here’s what you need to know about early voting: Is it available to voters in your service area? How early? Who voted early last cycle and when did they vote? What are campaigners and election officials anticipating for early voting in this cycle? How are campaign media plans addressing it?
Once you understand these things, then comes the important part: Communicating these facts and concepts to all campaigners in your market.
BRAND CONNECTIONS
Consider the impact on schedule placement and demand on inventory if campaigners realize that voting decisions are being made, earlier, by a meaningful portion of the electorate.
TV station sales executives both smile and cringe when they think of pricing and inventory control during the crescendo of campaign activity just prior to an election. Demand completely overwhelms supply and it becomes impossible to make all of your customers happy. It’s an embarrassment of riches.
Imagine the great benefit to all involved as you help campaigners express their messages earlier in the cycle and better achieve their objectives at the same time. You can give them more of what they want (greater access to your audiences and better efficiencies) and they can give you more of what you want (their ongoing investment).
One might argue that early voters are “different;” that they have “already made up their minds.” That may be so, but there is a point at which they are persuaded and motivated — whether it’s about whom to vote for or whether to show up to vote at all.
Other notable facts about early voting:
- 70% of Americans can now take advantage of “no-excuse” early and absentee voting.
- In 2008, 33% of voters voted early. In 11 states, over 50% voted early.
- In 2010, of the 36 states that offered early voting, 28 allowed voting at least two weeks early and nine states allowed votes to be cast four or more weeks before Election Day.
Remember, every state is subject to different rules and logistics … qualifying, mail vs. precinct location, early vs. absentee, as well as the timing of the early voting windows themselves. A great source of information is the U.S. Election Assistance Commission www.eac.gov. Check it out.
Also, be sure to study the treasure trove of political information, including data on early voting, on TVB’s website.
Paul Trelstad is SVP of Gannett Broadcasting and chairman of the TVB Political Task Force.
Comments (11)
Albert Pica says:
August 19, 2011 at 9:50 am
It would be wonderful if the majority of buyers placed early in the election cycle in order to chase early voters. The demand on stations’ inventory in September and October would ease, and the majority of core business could avoid massive preemptions. Let’s hope the buyers, planners, and political consultants think about this and implement a solid strategy in 2012. Not only could the candidate/issue PACs get better clearance, but they could also get their message through without all the clutter in the 11th hour. Think back to the last week of October 2008. How many times would a commercial break be filled with nothing but political ads? Could you even remember what was said, or who said it?
Christina Perez says:
August 19, 2011 at 10:18 am
News departments should report on the lack of a voter-verified paper trail in most precincts using electronic voting machines, which have been shown to be vulnerable to hacking and vote fraud. This is one of the greatest dangers to American democracy, and, judging from what happened in the 2000 presidential election, it is possible that fair elections in this country have been rendered a quaint relic of the past. The news media has been derelict in its failure to report on this important issue. A simple internet search of the terms “electronic voting,” “fraud,” and “paper trial” will yield a trove of potential information sources and organizations trying to restore integrity to the voting process.
len Kubas says:
August 20, 2011 at 12:09 pm
you’re whining about what people say about you and your absurdities again, aren’t you Philly? Sorry I missed them. You only post off-topic treacle.
Jaclyn Hansen says:
August 19, 2011 at 12:35 pm
While ad departments might find it useful to check out the laws, the news department should check out the efforts underway (or already accomplished) in several states to severely limit the time period allowed for early voting. Republican legislators believe that making it convenient to vote has the effect of getting more people to vote. For some reason, they’re against that..
joanne gauvin says:
August 19, 2011 at 2:13 pm
Early spending for low level canddates is tough because they don’t have the funds available this early… they need their warchest for later in the election. They campaign early to raise the funds that are spent closer to the election. As for the presidential candidates…the republican primary should be huge, that is, in the states were it matters.