Political Ad Insight 2016 Overview

2016 Election Advertising

MAKING SENSE OF THE MADNESS

Political Ad Insight 2016 Overview

What is Political Ad Insight?

Whitney TiptonPresident

Tipton is 20+ year advertising media veteran who started her career on the ad agency side planning and buying multiple media platforms across several business categories before moving to the sales side.

In addition to roles at CBS Marketwatch, CBS Sportsline, and Reuters media, Tipton managed political sales for Clear Channel Outdoor, where she successfully directed the go-to-market strategy for a team of 500 sellers including 34 branch offices.

After Clear Channel, Tipton started Political Ad Insight to help media sellers navigate and succeed in the Political ad space.

We help media advertising sales organizations increase their share of political through category training, product strategy, territory planning, and ad buying data. We whittle political information overload down to your need to know: campaigns to have on your radar, advocacy issues that will generate advertising, the ad agencies that work with those clients, and how to best position your property to get the business.


How do we build the data? We pull ad spending data

from a variety of sources looking for the Who, Why, When and most importantly ‘Who’s Buying’

We look at TV buy docs uploaded to the FCC. We review and record samples of ad buys.

We also pull Ad Spending Reports filed with Federal and State Election authorities, and several 3rd party sources.

Our unique perspective: Media Ad Sales Opportunities

Political Ad Spending is tracked by dozens of

groups – our differentiator is that we view the world through an ad seller’s lens, and

we assemble our information accordingly.


What elections are in 2016? President of the United States 1/3 of the US Senate ALL of the US House of Representatives 93 State Executives across 22 States 20 State Ballot Initiatives Several major Mayoral contests


US Senate Elections US Senators: 2 from each state, state-wide

constituency, serve 6 years and are re-elected in 3 groups – 33 up in ‘16


US House Elections Number varies according to state Pop, serve 2

years, all US House of Representatives are re-elected each cycle


Statewide Elections 93 state executive offices up for election across 22

states Governo

rLieutena

nt Governor

Attorney

General

Secretary of

StateTreasur

erAgricultu

re Comshnr

Public Service

Comshnr

Public Education Comshnr

Natural Resources Comshnr

Auditor Comptroller

Insurance Comshnr

Super. of

SchoolsLabor

Comshnr

Alabama X Arizona X Delaware X X X Georgia X Illinois X Indiana X X X X Louisiana X Missouri X X X X X Montana X X X X X X X X Nebraska X New Hampshire X New Mexico X X X North Carolina X X X X X X X X X XNorth Dakota X X X X X X X Oklahoma X Oregon X X X X Pennsylvania X X X South Dakota X Utah X X X X X Vermont X X X X X X Washington X X X X X X X X X West Virginia X X X X X X


Mayoral Races by Pop.State City/Mayor Contact Current Mayor Population General

Election DateFlorida Miami-Dade Carlos A. Gimenez 2,496,435 8/16/2016California San Diego Kevin L. Faulconer 1,307,402 11/8/2016Hawaii Honolulu Kirk Caldwell 991,788 11/8/2016Maryland Baltimore Stephanie Rawlings-Blake 620,961 11/8/2016Wisconsin Milwaukee Thomas 'Tom' Barrett 597,867 4/10/2016Oregon Portland Charlie Hales 583,776 11/8/2016California Fresno Ashley Swearengin 509,924 11/8/2016California Sacramento Kevin Johnson 466,488 6/7/2016Arizona Mesa John Giles 457,587 11/8/2016Virginia Virginia Beach William D. Sessoms, Jr. 437,994 11/8/2016Oklahoma Tulsa Dewey F. Bartlett, Jr. 391,906 11/8/2016Puerto Rico San Juan Carmen Yulin Cruz 381,931 11/8/2016California Bakersfield Harvey L. Hall 347,483 6/7/2016California Santa Ana Miguel A. Pulido 324,528 11/8/2016Texas Corpus Christi Nelda Martinez 305,215 11/8/2016California Riverside Rusty Bailey 303,871 11/8/2016California Stockton Anthony Silva 291,707 11/8/2016Virginia Norfolk Paul D. Fraim 242,803 5/10/2016Arizona Chandler Jay Tibshraeny 236,123 11/8/2016Texas Lubbock Glen Robertson 229,573 5/10/2016Louisiana Baton Rouge Melvin L. 'Kip' Holden 229,493 11/8/2016Arizona Glendale Jerry Weiers 226,721 11/8/2016Virginia Chesapeake Dr. Alan P. Krasnoff 222,209 5/3/2016Arizona Scottsdale W.J. 'Jim' Lane 217,385 8/30/2016

http://data.usmayors.org/database_searchID.asp?idnumber=735

























Is it just Presidential spending now? Answer: NO. Spending currently spans all election office

levesl and includes substantial federal and state advocacy efforts as well.

Political spending by TV Market as of 4/15/16. (Media Sample:

$60,186,816 since 1/1/16)


Spending Breakdown

30%

3%59%

7%Total Media in Sample: $60,186,816

Federal Elec-tionsMunicipal Elec-tionsOutside Spend-ing (Any Level)State Elections

Election Direct vs. Outside Groups


What are Outside Groups doing?

7%

75%

1%

2% 4

%12%

Total Media in Outside Sample: $35,781,000

Federal AdvocacyFederal Election IEMunicipal Ad-vocacyMunicipal Election IEMunicipal Elec-tionsState Advocacy

IE = “Independent Expenditure” (ads generated outside of campaign direct)


Who are the agencies?Buying Entity Agency's Media Mix Total Media Spend

Old Towne Media Television Advertising $14,628,673Red Sea Television Advertising $11,853,676GMMB TV, Radio & Digital Ads $10,459,999New Day Media TV, Radio & Digital Ads $9,126,621Content Creative Media Television Advertising $7,907,709Rick Reed Media TV, Radio & Digital Ads $7,217,040Revolution Messaging TV, Radio & Digital Ads $6,934,592Rigel Strategies TV, Radio & Digital Ads $6,921,186SRCP Media TV, Radio & Digital Ads $6,887,198GCW Media Services TV, Radio & Digital Ads $6,861,365Medium Buying TV, Radio & Digital Ads $6,726,800I360 TV, Radio & Digital Ads $3,668,086Westrogers TV, Radio & Digital Ads $3,218,321Mundy Katowitz Media TV, Radio & Digital Ads $2,951,549Smart Media Group Television Advertising $2,719,030Fuse Radio Ad Buy $2,702,273Waterfront Strategies Television Advertising $2,340,367DDC Advocacy TV, Radio, Digital & Direct Mail $1,973,093Bask Digital Media Digital advertising $1,743,104Revolution Agency TV, Radio & Digital Ads $1,500,000Onmessage TV, Radio & Digital Ads $1,349,052Al Media TV, Radio & Digital Ads $1,234,719The Wickers Group TV, Radio & Digital Ads $1,133,026Targeted Victory Digital advertising $1,062,744

Some political agencies do business under several names but are actually the

same entity


Top Campaigns (4/15)

Priorities USA Action Hillary's SuperPAC Targeted Platform Media/DC (aka Buying Time) $10,354,380

AARP Senior Organization GMMB/DC $5,795,851Bernie 2016 Bernie Direct Old Towne Media/VA $5,479,730Hillary for America Hillary Direct GMMB/DC $2,864,283Citizens for Farm Animal Protection Ballot Issue in MA Canal Partners/GA $2,012,200

Donald Trump for President TRUMP Strategic Media Services/VA $1,536,780American Future Fund Presidential IE Content Creative/OH $1,360,280Joe Sestak US Senate Dudley Media/PA $1,310,981Club for Growth Action Multiple IE Target Enterprises/CA $1,194,620David Trone US House GMMB/DC $948,185New Day for America Kasich SuperPAC Strategic Media Placement/OH $947,495Katie McGinty US Senate Canal Partners/GA $921,205Catherine Cortez Masto US Senate Shorr Johnson Magnus/PA $867,835Senate Majority PAC US Senate IE Waterfront Strategies/DC $822,525Ending Spending Action Fund Multiple IE Red Eagle Media/VA $676,495House Majority PAC US House IE Waterfront Strategies/DC $633,450Our Principles PAC Presidential IE (anti-Trump) GCW Media Services/CA $604,605Josh Shapiro AG/PA Direct Shorr Johnson Magnus/PA $604,197American Chemistry Council Elections IE Media Ad Ventures/VA $546,585End Citizens United PAC Advocacy Mundy Katowitz/DC $507,180

This list can change drastically week-to-week


What is Advocacy spending? Advocacy typically refers to messaging that attempts to influence

legislation by targeting lawmakers or their constituencies.

This is how $1.3 million (sample) was spent in 2015 by various groups trying to influence the outcome of the Iran Agreement.


Did I miss it already? Answer: NO. Planning cycles are much shorter than traditional. Watch for Primary Challenge ad opportunities Otherwise most $ spent for General (54% Sept-Oct) Incorporate voting/reg. milestones into your recommencations

Salesforce Note: establish campaign entry guidelines so you can track political.


Political Ad Insight Tools Example of Master Planning map for subscribers – current

election/advocacy spending data with ad agencies


Next Steps Contact Political Ad Insight to discuss your sales

goals in the political category. We can assess your revenue opportunity and identify what you’ll need to get there.

Whitney TiptonPolitical Ad Insight

[email protected](202) 930-2060

mailto:[email protected]

News & Politics

Political Ad Insight 2016 Overview