Lessons From The 2022 Georgia Senate Race
With next-generation planning tools like Cross Screen Media’s ScreenImpact, see how we analyzed the close Senate race in Georgia that showed two very different approaches to targeting swing voters.
December 22, 2022
As we’ve said many times before, few do local video advertising better than political campaigns. Every two years, in just a few weeks time, campaigns spend millions of dollars in targeted, local video ads in the hopes of raising awareness, getting out the vote, and ultimately, winning elections.
Cross Screen Media recently took a deep dive into the closely-watched Senate race in Georgia to see how the campaigns for the two main candidates, Herschel Walker and Raphael Warnock, reached swing voters on broadcast TV. Here’s a little of what we were able to discover using our measurement tool, ScreenImpact.
In a polarized political climate, swing voters are most coveted. In Georgia, independents, along with “soft” Republican and Democrat voters who are not strongly tied to their party, total 1.9 million households, 75% of which can be reached via broadcast TV advertising.
Swing Voters in Georgia
Herschel Walker’s Campaign
During the time period we looked at, Herschel Walker’s campaign delivered 34 million ad impressions to swing voters, which had a reach of 53% and an average frequency of 18 impressions per household.
The reach and frequency of Walker’s campaign started off slowly and built more rapidly as election day approached.
- Walker’s reach surged during the final week of the campaign.
- Only one third of swing voters saw Walker’s ad more than 7 times.
- Total ad impressions were 34 million during this time period.
Raphael Warnock’s Campaign
Warnock’s campaign delivered 118 million ad impressions to swing voters, which had a reach of 63% and an average frequency of 61 impressions per household.
The reach and frequency of Warnock’s campaign started off stronger and built steadily as election day approached.
- Warnock’s reach grew steadily throughout the campaign.
- Over half of swing voters saw Warnock’s ad more than 7 times.
- Total ad impressions were 118 million during this time period.
What can we glean from these two differing approaches?
Similar Maximum Reach
The maximum potential broadcast reach for this audience was 75%. Warnock was able to reach 63% with his campaign, but Walker’s campaign was more efficient, reaching almost 53% with 3.5x fewer ad impressions.
Huge Differences in Ad Frequency
Warnock’s campaign blanketed swing voters with an average frequency of 61, a number that was almost 3.5x higher than Walker’s average frequency of 18 spots
Does Timing Matter?
Warnock’s campaign started early and saw steady linear growth, while Walker’s campaign jumped to life in mid-October.