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State of the Screens

President Trump, Michael Bloomberg Release Dueling Super Bowl Ads

By February 6, 2020No Comments

Battleground: President Trump and Mayor Bloomberg will each spend $11M+ on 60 seconds worth of Super Bowl ad time.

Be smart #1: Even though both are running for President, they are targeting completely different audiences.  Mayor Bloomberg has to make it through a contested primary in which he is currently an underdog.  President Trump knows his target audience and can focus on November and the general election.

Key details on the potential target audience for President Trump:
1) 
U.S. 18+ population – 255M
2) 
General Election Target States – 14
3) 
2016 Turnout – 53.5M
4) 
Persuadable % – ≈ 10-20%
5) 
2016 Turnout + Persuadable – 10.7M
6) 
Share of U.S. 18+ population – 4%

Key details on the potential target audience for Mayor Bloomberg:
1) U.S. 18+ population – 255M
2) 
Super Tuesday States – 14
3) 
2016 Turnout – 11.7M
4) 
Persuadable % – ≈ 20-40%
5) 
2016 Turnout + Persuadable – 4.7M
6) 
Share of U.S. 18+ population – 2%

Be smart #2: Monday night kicks off the 2020 Presidential campaign with the Iowa caucus.  In 2016, 171K voters turned out on the Democrat side, accounting for ≈ 1 out of every 1,500 adults in the U.S.  Roughly 0.07% of viewers for tonight’s Super Bowl will have a major role in deciding who is on the ballot this November!

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.

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