• by Philip Rosenstein , Staff Writer, May 5, 2016

Traditional party platforms have been anathema to the electorates of either party this election cycle. Republicans started their primary season with a ridiculously crowded field, totaling 17 candidates. The Democrats assuredly had fewer, but Vermont Senator Bernie Sanders’ success points to a rising Democratic electorate.

Such a fractured field, both in sheer volume and in policy differences, presents a problem for both parties, as well as an opportunity for political marketers.

With disaffected voters at an all-time high, coupled with a general lack of trust in the federal government and by extension, both parties’ apparati, political marketers and advertisers will have the chance to sway a larger number of potential voters.

According to Prosper Insights and Analytics, the electorate in 2016 is eager for a change. Independents are turned off by either party, with about 50% of those who identify as such leaning toward neither ideology. Over 25% of the total survey sample distinguish themselves as Independents.

Interestingly, however, while voters are disillusioned, a large minority is excited about change. In the Prosper study, 36.4% of respondents were “excited about the election,” while 56.4% were “unhappy with government.”

Preference for a non-politician also pushed just above 50%, largely fueled by Independents. Fewer than a quarter of Democratic respondents wanted a non-politician, whereas 64.2% of Republicans desire such a leader.

Campaigns have definitely picked up on this trend. Political advertising in Indiana and across the country saw heavy movement in recent weeks. With Indiana serving as a watershed primary, political operatives were pouring money into advertising as the election drew closer.

According to Viamedia, a leading cable advertising representation firm, national political advertising on cable in the last week increased almost twofold from 11.9%, over the first 16 weeks of the year (Jan. 4 - April 24)  to 23% of total spots. In Indiana, that number jumped from 9% to 53.6%, pointing to the importance political ad buyers credited to the Hoosier state.

Prosper also points out that these trends will dissipate into down-ballot races, increasing the importance of advertising and marketing throughout both the Republican and Democratic tickets.

Voters looking for change may very well be ripe for new messages and new themes. Politicians hoping to reach office will have to prove that they are willing to fight for change.