Key facts
- Over 60% of the estimated $11.6 billion to be spent in the current election cycle will go to broadcast and cable TV.
- An additional 20% of political ad spending is allocated to streaming TV.
- Rob Flaherty, a digital politics strategist for Democrats, stated that TV remains dominant despite its decreasing relevance to voters.
- Flaherty noted that political consultants can earn higher fees (10-15%) on TV buys compared to digital buys.
- Some super PACs, like the one co-run by Flaherty, include TV spending to be perceived as legitimate within the political industry.
Despite the widespread belief that voters have shifted away from traditional television, political campaigns continue to allocate a significant portion of their advertising budgets to TV. This trend persists even as digital platforms like YouTube, TikTok, and social media feeds gain prominence among consumers.
According to Rob Flaherty, a digital politics strategist who has worked on campaigns for Kamala Harris, Joe Biden, and Hillary Clinton, over 60% of the estimated $11.6 billion expected to be spent in the current election cycle will go to broadcast and cable TV, with an additional 20% earmarked for streaming TV. This leaves a smaller fraction for digital platforms where many people spend their time.
Flaherty explained that several factors contribute to TV's continued dominance. One is the limited inventory of digital political ad space, and the perception that social media is more effective for building a base than changing minds. Television, on the other hand, offers concentrated reach during high-viewership events like NFL games, making it a more expensive but seemingly more valuable buy.
He also pointed to an industry phenomenon where political operatives follow suit with established spending patterns, fearing professional repercussions if they deviate and their campaign fails. This 'nobody-ever-got-fired-for-hiring-McKinsey' approach means TV remains the safe bet. Flaherty himself admitted to including TV spending in his current work with an anti-AI super PAC to ensure the campaign is viewed as legitimate.
Furthermore, financial incentives play a role. General consultants, who often advise candidates on media buys, can earn higher margins on TV advertising (10-15%) compared to digital. This economic structure encourages them to push for larger TV expenditures. Flaherty suggested that presidential primaries might be the catalyst for innovation, potentially shifting campaign dollars towards platforms where voters are more actively engaged.