Agreeing to Solve a Problem

A few years back we were gathered in the Storefront Political Media “War Room” (it’s the plain old conference room during daylight hours) when we began to confront the political consultant’s abyss… Were voters still paying attention to political media?

We knew that in focus groups voters had a scary habit of calling even award-winning print “junk mail.” Sitting in these focus groups, we heard voters call carefully crafted TV spots “bathroom breaks.” And in poll after poll, in campaign after campaign, we saw that it took more money to reach “threshold”– that moment when voters actually start tuning in to the messages campaigns deliver.

Political Rewind: 9 Reasons Why You Might Have Voted for Nixon in 1972

Dubbed “the worst president” by many, how the heck did Nixon end up carrying 49 of the 50 states winning 60.7% of the popular vote (the largest victory margin in election history) in the 1972 election? From mad peace signs to pledging to end the draft, read more about why Nixon garnered so much support in 1972.

Disrupting Political Advertising

The Federal Elections Commissions calculates that in the 2012 Election Cycle more than $5.2 billion was spent by federal candidates and the PACs trying to influence the outcome of these elections. That’s just federal elections. It doesn’t count state and local political campaigns from Governor to School Board.

Estimates on overall political spending vary, but low-ball calculations show that more than $10 billion was spent on American political campaigns in 2012 alone, and the reality is that the total could be in excess of $20 billion when all the “shadow spending” is included. Almost all of this astronomical total went to paid media, and most of the media money was spent on advertising on television, on the radio and through the mailbox.

No wonder most of us are so sick of political advertising.