August 2016
Intermediate to advanced
50 pages
1h 18m
English
Content preview from Data and Democracy
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Chapter 4. Data-Driven Media Optimization
Alex Lundry is the cofounder and Chief Data Scientist at Deep Root Analytics. He is one of the country’s leading experts on media and voter analytics, electoral targeting, and political data mining, and has directed the data science efforts of two presidential campaigns.
It shouldn’t surprise anyone that the Fox News Channel is a good place to find and advertise to Republican voters. But what may surprise you is the degree to which Republican campaigns rely upon Fox News for their television positioning. In the 2014 Texas Republican primary, nearly two-thirds of Republican advertisements on cable occurred on the network, and in the race for Lieutenant Governor a stunning 99.9% of all candidates’ cable spots ran on Fox.
This rush for inventory on Fox News has two rather impactful negative consequences for Republican campaigns. First, their ads are being shown in an environment where they are bound to run up against their competitors. Second, and probably more consequential, the rates Fox can charge for a 30-second ad increase exponentially as demand rises for a limited supply of slots. Surely there are other, less-dense and less-expensive places to find Republicans on television.
In 2014, one Republican campaign that did things differently—the Abbott for Governor campaign—ran only 19% of their cable advertising on Fox. Why? They ran media optimization models against the Republican primary audience and identified programming ...
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