Obama Campaign Uses Targeted TV Ads to Get Niche Voters
Daytime television viewers will now see Support President Obama ads aside from the usual dish detergent and toothpaste ads. One of the shows that the Obama campaign has placed ads was Judge Judy, which has become one of the favorite venues for Obama’s side to reach sympathetic voters. The ads tell viewers that Republican candidate Mitt Romney utilizes tax havens and has outsourced jobs when he was still a businessman.
Judge Judy is considered as an ideal vehicle for President Obama’s re-election bid commercial because it is watched by a large number of African Americans. According to surveys, the number of African Americans who watch courtroom programs is twice the average share for televisions in general.
Courtroom shows also draw Hispanics, which is another vital voting bloc for President Obama’s re-election bid. According to recent surveys, the president and Mitt Romney are tied. The targeted ads can attract more voters to Obama’s side just like they did in 2008.
This practice deviated from advertising during local news broadcasts that was long considered to be an ideal spot for campaign ads as they bring in more politically active audience. For more than a decade, Democrats and Republicans are turning towards niche audiences who watch specific cable channels or network shows.
Democrats have been moving away from the news box in recent years. The Obama campaign and its supporting interest groups have placed one third of their ads during the local news this year. The Republicans placed half their ads on local news. This is according to Kantar Media/CMAG, which has tracked the television ad spending in this year’s 2012 presidential race.
The Obama campaign tries to attract the women voters by placing ads on daytime television. Three quarters of the daytime talk show audience is female. This is according to Scarborough Research. Obama ads have been placed on programs such as Dr. Oz, which was named for the surgeon who trots out human body parts to show effects of disease.