beach tv pres mediapost(what_canthe2016electionteachusaboutreachingcustomers?)_06-09-2016

@MichaelBeach

TargetedVictory.com

What can the 2016 election teach us about reaching customers?

TargetedVictory.com

#1 - Fragmentation is growing

#2 – Who + Where really matters

Source: Food Marketing Institute, Census TargetedVictory.com

Fragmentation is growing

Since 197548% ↑ 370%↑

Population Products in average grocery

2016 Election

The battle for 270 electoral votes

TargetedVictory.com

$3B to impact > 2% of population

TargetedVictory.comSource: Borrell and Associates

How do we get more $ to the 4m?

Viewership ↓ 35%Political TV Spend ↑ 65%

$ B

$2 B

$4 B

$6 B

$8 B

$10 B

$12 B

0.0

0.5

1.0

1.5

2.0

2.5

3.0

3.5

$6 B$7 B

$9 B

$9 B $10 B

3.33.1

2.8

2.4 2.1

Source: Nielsen, Borrell and Associates TargetedVictory.com

87% of $ go to 40% of viewership

Source: Washington Post TargetedVictory.com

Republican Primary

The Republican primary consists of 56 contests with a

total of 2,472 delegates

1,237 = Republican nominee

11 states voted on Super Tuesday with a total of 595

delegates up for grabs

11 states = 595 delegates

TargetedVictory.com

Super Tuesday = Big Deal

TargetedVictory.com

30

53

103

133

822

977

1,000

1,150

1,159

1,187

1,554

1,661

1,703

1,798

1,970

2,027

2,097

2,125

2,169

2,472

76 markets = 595 delegates

TargetedVictory.com

Do we have enough money to compete in each market?

SPOILER ALERT: NO!!!

TargetedVictory.com

76 markets?

How about 105 individual congressional races?

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11 states = 105 congressional districts

352 of the 595 delegates were awarded by congressional

district

76 markets = 173 districts(68 ≠ March 1st)

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Can we win all of those congressional districts?

SPOILER ALERT: NO!!!

TargetedVictory.com

66 target districts = 51 markets

TargetedVictory.com

1 market = 12 districts = 3 states

TargetedVictory.com

How does this work?

TargetedVictory.com

View Digital as TV and TV as Digital.

Data → Analytics → Media

49% efficiency on news

40% efficiency on reality

41% efficiency on drama

More programs. More networks.

Source: Washington Post TargetedVictory.com

How does the who + where impact CPM?

@MichaelBeach

mbeach@targetedvictory.com