California’s bold energy policies—targeting 100% clean electricity and banning gas-powered cars—have ignited a fierce political battle. Energy industry groups blame these policies for rising consumer costs, while environmental advocates accuse oil and gas companies of misleading the public while they are only looking out for their bottom line.
Both sides have taken this fight to the airwaves aiming to shape public opinion and pressure key legislators.
To tell this story let’s break it down into 4 main questions:
- Where do Californians stand on their energy policies?
- Who are the main advertisers in play?
- Where are they spending TV dollars in California?
- How has TV advertising performed in Sacramento?
Where do Californians stand on their energy policies?
When it comes to energy policy, 56% of Californian registered voters want to prioritize environmental protection vs energy independence. The San Francisco-Oakland market leads the way, at 70% support of environmental protection policies (and represents 20% of CA’s RV population).
Who are the main advertisers in play?
Pro-Energy groups have spent $5.2M since March 1st blaming the high gas and utility costs in California on these policies.
- Western States Petroleum
- Californians for Energy Independence
- Californians for Affordable and Reliable Energy
Pro-Environmental groups just started spending in June to counterbalance this messaging and have spent $653k so far.
- Campaign for Safe and Healthy California
- California Environmental Voters Education Fund
Where are they spending TV dollars in California?
$3.2M (54%) of the total TV investment has been targeted at Sacramento to hit legislators in the state capitol. The environmental groups have focused their entire budget in Sacramento, while the energy groups have also allocated to LA and San Francisco to chip away at the public opinion in those environmental-friendly markets.
How has TV advertising performed in Sacramento?
Pro-energy groups have had a longer runway, but have maxed out at 41% reach to all households (HH) in Sacramento. Pro-environmental groups only launched in June, and with a substantially smaller budget, have reached 36% of HHs. The spend advantage plays out in the frequency, where Sacramento HHs have seen an average of 48 pro-energy ads since March (140% more).
