TV on the Radio
Folks,
Political decisions are often shaped by culture, values, and social environments rather than policy specifics. These days many get their information from entertainment, social media, and conversations more than the evening news, requiring us to think beyond traditional media to meet people where they are.
We recently helped launch Bobby Cole’s gubernatorial campaign in Texas, but Bobby isn’t your typical candidate- he’s a retired firefighter and chicken farmer out in East Texas who has never run for office before- we knew we couldn’t follow the same campaign launch playbook.
So we tried something new (to us) and partnered with influencers on Tik Tok and Instagram to launch Bobby’s message directly to the people of Texas. And well, it’s working! Bobby’s social media is filled with authentic one liners and has landed interviews with both traditional and online media.
As we are working on this campaign, we keep coming back to two questions:
How do we break through the noise and get attention for a candidate?
And how does that attention turn into dollars and votes?
How we reach voters is a challenge every campaign faces. When we approach our paid media planning, we take a lot of things into account to stretch limited budgets. Of course voters ultimately will decide which strategy works, but here are some thoughts as we are building media plans in a very intense and noisy 24 hour news cycle.
Entertainment Programming Integration
Placing ads during popular entertainment shows, sports events, and reality TV provides access to high viewership when audience attention is genuinely engaged. We consider the emotional context of programming when placing ads, recognizing that an uplifting message might resonate more deeply after a feel-good show. Targeting specific audience demographics through shows allows for more effective message delivery without relying on news programming.
Social Media and Digital Platforms
Today’s voters absorb information in quick bursts while scrolling through content feeds, rarely stopping for deep engagement. Effective political content now needs to capture attention within seconds— using striking visuals, emotion-triggering headlines, and immediately relatable scenarios. The most successful campaigns create content that interrupts the scroll with something visually arresting or emotionally compelling. With platforms like Hulu, Peacock, and Roku offering targeted ad capabilities, campaigns can reach specific voter segments with tailored messages even as they consume entertainment content.
Cultural Touchpoints and Influencers
Partnering with trusted community voices outside of politics can break through the skepticism about politicians. Incorporating cultural references that resonate demonstrates real understanding and connection. Successful campaigns connect their messages to values and aspirations rather than policy details, speaking to voters’ sense of identity.
Non-Traditional Venues
Considering ad placements in unexpected locations such as gaming platforms, music streaming services, and community events can reach voters who actively avoid political content. Sponsoring local cultural events allows for authentic community engagement outside the political arena. Using podcasts that reach specific cultural communities or interest groups provides access to engaged listeners in a more intimate format.
Storytelling Over Policy Details
Focusing on narrative and emotional connection rather than complex policy makes political messages memorable. Using relatable personal stories that illustrate how issues affect everyday life helps voters connect abstract policies to their own experiences. Framing political choices in terms of values and identity rather than partisan labels can reach voters who don’t strongly identify with either political party but do have clear values and cultural affiliations.
The most successful campaigns recognize that for many voters, politics is experienced through a cultural lens. By meeting voters where they are — consuming entertainment, engaging with social media, and participating in community life — campaigns can build more authentic connections that resonate beyond the politically engaged news watchers.
Let us help your campaign or organization build a tailored paid media plan. From broadcast to streaming, we are here for you. Reach out to Michael@CN4Partners.com.
Best,
Michael