Broadcast TV Remains Critical To Political Campaigning

It may be 2014, but Russ Schriefer, Partner at Strategic Partners’ Media, believes that broadcast TV remains central to any political campaign. That was essentially the theme of his keynote, “The Role of Digital in Political Media Buying,” at MediaPost’s Marketing Politics conference on Tuesday. Having worked on six of the last seven presidential elections -- and considered to be part of New Jersey Governor Chris Christie’s inner circle -- Schriefer is as entrenched in political advertising as anyone. Sure, broadcast TV is expensive. During Christie’s latest gubernatorial run, Schriefer said the campaign was spending about $1.5 million a week on TV. But, to reach voters, nothing beats it. Clearly, “The messages were bleeding through,” Schriefer said. The Web aside, “Cable doesn’t even have [broadcast’s] impact.”

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