Political Advertising Strategies: How to Influence Voters and Boost Engagement

How many voters turn out for midterm elections? In 2022, it was 46.8%. AudienceSCAN, powered by SalesFuel, reports that around 38% of U.S. adults identify as frequent voters. Here are the political advertising strategies that your accounts, such as local campaign managers, can use to attract attention and drive more voters to the polls. And we have guidance for brand managers who want to avoid alienating consumers as well.

Why broadcast and streaming TV matter when reaching voters

Research from the Video Advertising Bureau (VAB) indicates streaming and broadcast TV (all ad-​supported) inform consumers about the current candidates and issues. Consumers will engage with candidates on social media. But this engagement typically happens after they see an ad on TV.

Here’s another important data point from the VAB study. Consumers do not automatically vote on a candidate based on political party. They want to know where a candidate stands on current issues. These issues can range from taxation to gun ownership.

If your accounts want to reach non-​voters, TV news is a good way to do it. The VAB study shows that regular viewers of news on ad-​supported channels are “twice as likely to be non-​voters than pay TV subscribers.”

With a good ad campaign, your political accounts can make a big impression during the local TV news. They may be able to turn the non-​voters into voters and win the election for their candidate.

Should your brand accounts publicize their political stance?

Are your accounts asking whether they should remove political statements from their marketing messages and social posts? It’s one of those political ad strategies worth considering as the midterm elections heat up.

Consumers may be faced with local ballot questions on items such as:

• Rent control
• Income tax rate changes
• Utility costs
• Zoning and land use

While consumers will be voting on these issues, they don’t always want or expect their favorite brands to take a side.

How consumers feel about social and political issues

Ipsos recently polled consumers on this topic. 57% declared that companies should remain neutral on social issues. 56% said the same about political issues.

These numbers have increased in the past few years. And the change may signify that consumers are tired of encountering political debate in every part of their lives.

In addition, around 52% of consumers consistently or somewhat agree that they are less likely to buy from companies with a social stand that differs from theirs.

Digging deeper into the issue, more consumers approve of a company’s stand against racism and will do business with them. The number of consumers who strongly or somewhat agree increased from 46% to 49%.

On the political front, the numbers are virtually unchanged from a few years ago. Around 53% strongly or somewhat agree that they are less likely to buy from companies with political stances they don’t like.

Clearly, it’s up to your accounts to decide how they want to position themselves in the marketplace. But they should consider voter sentiment as one of the factors in their decision-making.

What about social media activism?

Researchers noted a slight increase in the number of consumers who strongly or somewhat agree that a brand should participate in social media activism. In the past five years, the number increased from 32% to 34%.

Can your political accounts sway these voters?

AudienceSCAN data shows that 13% of U.S. adults call themselves social justice issues supporters. Around 42% vote in most elections. These consumers are largely urban homeowners (44%) between the ages 25 and 44. A deeper dive into their profile reveals that 58% have responded to a social network ad in the past month.

Current issues create an opportunity for political ad buyers to connect with voters. According to AudienceSCAN data, around 57% of social justice issues supporters have taken action after seeing a streaming TV ad in the last 30 days.

AudienceSCAN also profiles conservative cause issues supporters. The consumers make up about 7% of U.S adults. They also vote in most elections (43%).

Your accounts can make an impression on them by advertising on streaming TV. Around 52% of these U.S. adults have taken action in the last month after seeing a streaming TV ad or a traditional TV ad.

Your accounts shouldn’t overlook the fundraising potential of these audiences. 24% of conservative cause issues supporters regularly support a political campaign with their time or money.

Conclusion

Finding the right political advertising strategies is never easy. As your accounts chase political ad money, campaign managers — for candidates and issues — want to know details. Which media formats connect with consumers? And how are undecided voters making decisions? The right data and profiles from AudienceSCAN can help.

Image on Pexels by Edmond Dantès.