Political Digital Advertising Analysis

Home State Focus

Home state targeting in digital political campaigns is a strategic priority, as candidates focus their advertising budgets on familiar territories. NaLette Brodnax highlights that campaigns spend the largest proportion of their digital advertising budget in their home states early in the process, a shift from traditional television strategies 1. This approach allows candidates to leverage their existing political networks and raise funds quickly, especially during the competitive invisible primary period 2.

It's clear from our research that this home state advantage that many candidates have because they are politicians already was really a focus of their digital ad campaign.

--- NaLette Brodnax

The 2020 Democratic primary, with its unusually large field of candidates, underscored the importance of this strategy.

   

Swing State Timing

Swing state targeting in political campaigns emerges late in the primary process, contrary to initial expectations. NaLette Brodnax explains that while swing states are crucial for general elections, they receive less attention during the early stages of the primary season 2. Instead, campaigns prioritize early primary states like Iowa and New Hampshire, with a noticeable increase in swing state advertising only as the first contests approach 3.

The swing state hypothesis really didn't pan out until the very end of the invisible primary period.

--- NaLette Brodnax

This strategic shift reflects the need to secure early delegate wins before focusing on broader electoral dynamics.

   

Budget Priorities

Campaign budgeting strategies reveal a focus on early state primaries over Super Tuesday allocations. NaLette Brodnax notes that campaigns concentrate their efforts on February primaries, such as those in Iowa and New Hampshire, rather than the later Super Tuesday contests 4. This approach underscores the importance of gaining early momentum and reducing the field of candidates quickly 5.

The biggest effort is happening right up until the February primaries, the first two to three primaries.

--- NaLette Brodnax

Established candidates like Joe Biden and Bernie Sanders tend to spend less on digital ads compared to less established candidates, highlighting the role of existing networks and experience in campaign success.