Campaigning on cable.

More Candidates are Using Cable TV to Cut Media Costs and to Target Audiences

The 1992 campaign season marked the first time key national and statewide races made spot cable a major part of their advertising mix. According to industry-wide figures compiled by Cable Networks Inc., political ad billings reached $4.5 million for national spot cable, 50 percent more than initial projections of $3 million this year. During the last few weeks before the election, national political spot cable buys were being executed at the rate of $100,000 a day.

This activity stands in stark comparison to the 1990 campaign season, where national spot cable expenditures were minimal, and the 1988 races, where they were nearly nonexistent, due to cable systems' technology limits and inexperience in the particulars of selling political ad time.

However, with most of these obstacles removed and the emergence of an increasingly fragmented electorate, geo-demographic cable targeting became a must for candidates wanting to communicate effectively via television during this election season

Buying spot cable allowed national and regional campaigns to geographically and demographically target voters in key election districts on a market-by-market basis.

In addition, the selectivity of cable programming allowed candidates who used spot cable to target specific constituencies by tailoring the most favorable audience environment for their voter message.

This sort of media strategy was used successfully in the extremely tight New York race between Senator Alfonse D'Amato (R) and Democratic challenger Robert Abrams. D'Amato spent heavily on spot cable and ran different spots throughout the state, such as those featuring endorsements from HUD secretary (and former Buffalo congressman) Jack Kemp upstate and former New York City Mayor Ed Koch downstate.

Spot cable's lower costs, targeting ability and multi-channel programming extended the impact of candidates' advertising budgets and compensated for eroding broadcast television audiences. After all, cable subscribers watch less broadcast TV, being drawn to the programming available to them only on cable -- such as complete coverage of the 1992 political conventions.

Finding their Marks

By using cable, candidates were not under-delivering their messages to the more politically informed and motivated cable audience. Currently 56 million homes (more than 61 percent of the country) subscribe to cable television, with a number of major market penetration rates reaching 75 percent. According to Mediamark Research Inc., cable subscribers are 14 percent more likely to vote than non-cable subscribers. Also, MRI reports they are 36 percent more inclined to be involved in political fund raising and 28 percent more likely to actively work for a political candidate or party than people in non-cable households.

In addition, MRI finds cable subscribers are 36 percent more likely to be directly involved in local issues, are 56 percent more likely to have personally visited an elected official in the past year and 34 percent more likely to have expressed an opinion in writing than non-subscribers.

Since cable systems operate within specific regions and communities, candidates using cable were able to precisely target geographic areas, selecting well-defined zones without paying to reach voters outside their districts.

On the national level, spot cable activity was led by the Clinton/Gore ticket, which was the sole presidential campaign to buy spot cable for the November general election. The Democrats built on spot schedules originally tested during the primary season with target buys, such as a month-long, multi-network, statewide cable buy throughout the pivotal electoral state of New Jersey (which Clinton won)

Spot cable turned out to be an appropriate tactic for Clinton's state-by state strategy of targeting key electoral college votes, limiting network television advertising in favor of state purchases which, according to Clinton's media advisers, gave them gubernatorial-level campaigns in each crucial state.

Though the Bush/Quayle campaign used spot cable during the primary season, they declined to buy spot local cable for the general election. The campaign abandoned targeted marketing by pouring the bulk of their ad dollars into broadcast network television, in an unsuccessful effort to boost the president's re-election bid by reaching a mass audience. Independent candidate Perot did not use spot cable either.

From A&E to USA

Besides Clinton, a number of issue-oriented groups executed spot cable buys during the election to push for their own cause. For example, the Democratic National Committee used spot cable in Florida and Ohio to reach an older audience. The DNC, targeting people 55 years old and older, bought a three-day flight on the last weekend before the election purchasing local spots on Lifetime, A&E, USA, CNN, and Headline News during early dayparts, in the morning, afternoon, and early evening.

When all the votes were counted, 63 percent of Senate and 87 percent of congressional candidates using spot cable won their races, along with victories by state senators, city council races, and judges. Spot cable can't claim complete credit for these victories, but post-election interviews with campaign managers and media advisors acknowledged a notable strategic advantage provided by the buys.

Looking toward the next election cycle in 1994, CNI foresees increasing use of spot cable, especially with pundits predicting active races by Republicans attempting to recapture major Senate seats in New York, New Jersey, and elsewhere, along with a number of key gubernatorial races. By the time the 1996 campaigns are upon us, cable will be reaping the benefits of improved technology, digital transmission and satellite delivery.

With digital infrastructure in place, not to mention increased cable penetration and more new networks and programs, it is clear that campaigns planning spot buys will be off to a running start in the '94 races.

Michael Labriola is the National Sales Manager for Cable Networks Inc., a spot cable advertising representative firm.