SPOTLIGHT

Tuned Out

Dozens of televisions display a political advertisement with the image of former Speaker of the House and GOP presidential candidate Newt Gingrich and his wife Callista Gingrich at the American furniture electronics and appliances store December 27, 2011 in Urbandale, Iowa. 
National Journal
Steven Shepard
See more stories about...
Steven Shepard
Feb. 25, 2014, 6:55 a.m.

We’ve writ­ten a lot lately about the TV-vs.-di­git­al di­vide in polit­ic­al ad­vert­ising. Voters aren’t con­sum­ing me­dia in the same way as pre­vi­ous elec­tion cycles, and it’s in­cum­bent on cam­paigns to get their mes­sages in front of as many eye­balls as pos­sible.

— A new bi­par­tis­an poll puts these changes in stark re­lief. Ac­cord­ing to the sur­vey, con­duc­ted by Glob­al Strategy Group (D)/Pub­lic Opin­ion Strategies (R) and first re­por­ted by Politico, nearly three-in-ten re­spond­ents hadn’t watched live TV in the week pri­or to be­ing in­ter­viewed (not in­clud­ing sport­ing events), in­clud­ing more than 40% of voters un­der age 35. For the first time, less than half of voters said that live TV is their primary way to watch video con­tent.

— The easy con­clu­sion to make is that TV is out and di­git­al is in. But that’s over­stat­ing the case. And the same tech­no­logy that’s mak­ing live TV less dom­in­ant is, at the same time, mak­ing TV ad­vert­ising more ef­fi­cient and tar­geted. Set-top-box data and the rise of ad­dress­able ad­vert­ising mean that less money will be wasted over the air.

— An­oth­er over­sim­pli­fic­a­tion: The en­trenched con­sult­ant class isn’t try­ing to ad­just. That’s one of the main com­plaints we hear from next-gen­er­a­tion di­git­al con­sult­ants, but, for their part, me­dia con­sult­ants are be­com­ing in­creas­ingly plat­form-neut­ral. “I think this busi­ness is be­com­ing one thing,” On­Mes­sage Inc.’s Brad Todd (R) told Hot­line earli­er this month. “We’re screen-ag­nost­ic and we’re plat­form ag­nost­ic. All our cam­paign strategies in­clude now a mo­bile com­pon­ent, a di­git­al com­pon­ent and tele­vi­sion.”

That doesn’t mean that the polit­ic­al in­dustry has done an ad­equate job re­act­ing to these changes in com­mu­nic­a­tion, or that Demo­crats haven’t out­paced Re­pub­lic­ans on this front. But the fact that two of the largest polling firms in polit­ics have been con­duct­ing this sur­vey for the past four years is evid­ence the es­tab­lish­ment is tak­ing no­tice.

What We're Following See More »
A RARE KIND OF REBUKE
Leading Republicans Would Say ‘No Thanks’ If Asked to Be Trump’s VP
1 hours ago
THE DETAILS

Nikki Haley. Jeb Bush. Scott Walker. Lindsey Graham. John Kasich. The list is growing ever longer of Republicans who say they wouldn't even consider becoming Donald Trump's running mate. "The recoiling amounts to a rare rebuke for a front-runner: Politicians usually signal that they are not interested politely through back channels, or submit to the selection process, if only to burnish their national profiles."

Source:
NEW WSJ/NBC/MARIST POLL
Trump Decisively Ahead in Indiana
1 hours ago
THE LATEST

"Donald Trump holds a 15-point lead over Ted Cruz in the potentially decisive May 3 presidential primary race in Indiana, according to results from a new NBC News/Wall Street Journal/Marist poll. Trump gets support from 49 percent of likely Republican primary voters — followed by Cruz at 34 percent and John Kasich at 13 percent. If that margin in Indiana holds on Tuesday, Trump would be on a glide path towards obtaining the 1,237 delegates he needs to win the Republican nomination on a first ballot at the GOP convention in July."

Source:
TAKING A ‘GAP YEAR’ IN BETWEEN
Obamas’ Eldest Daughter Will Attend Harvard
1 hours ago
THE DETAILS

In a statement released on Sunday, President and Mrs. Obama revealed that their oldest daughter, Malia, will attend Harvard University in the fall of 2017 as a member of the Class of 2021. She will take a year off before beginning school.

STAFF PICKS
When It Comes to Mining Asteroids, Technology Is Only the First Problem
2 days ago
WHY WE CARE

Foreign Policy takes a look at the future of mining the estimated "100,000 near-Earth objects—including asteroids and comets—in the neighborhood of our planet. Some of these NEOs, as they’re called, are small. Others are substantial and potentially packed full of water and various important minerals, such as nickel, cobalt, and iron. One day, advocates believe, those objects will be tapped by variations on the equipment used in the coal mines of Kentucky or in the diamond mines of Africa. And for immense gain: According to industry experts, the contents of a single asteroid could be worth trillions of dollars." But the technology to get us there is only the first step. Experts say "a multinational body might emerge" to manage rights to NEOs, as well as a body of law, including an international court.

Source:
STAFF PICKS
Obama Reflects on His Economic Record
2 days ago
WHY WE CARE

Not to be outdone by Jeffrey Goldberg's recent piece in The Atlantic about President Obama's foreign policy, the New York Times Magazine checks in with a longread on the president's economic legacy. In it, Obama is cognizant that the economic reality--73 straight months of growth--isn't matched by public perceptions. Some of that, he says, is due to a constant drumbeat from the right that "that denies any progress." But he also accepts some blame himself. “I mean, the truth of the matter is that if we had been able to more effectively communicate all the steps we had taken to the swing voter,” he said, “then we might have maintained a majority in the House or the Senate.”

Source:
×