Political advertising in sports: A winning combination
April 28, 2023
Here at Political Marketing & Media, we emphasize helping political campaigns target voters through the use of sports advertising. But is the world of sports a great place to put your advertising dollars? You bet it is and here are some key thoughts on the benefits of televised sports advertising along with some reasonable caution.
Political advertising has always been a key element in a successful political campaign. With the increasing popularity of televised sports, political candidates are now turning to sports broadcasting as an effective platform to reach potential voters. Political advertising on televised sports can be a game-changer for a political campaign, providing a unique opportunity to reach a wide and diverse audience. In this blog, we will explore the benefits of political advertising on televised sports and why it is helpful to a political campaign.
One of the main advantages of political advertising on televised sports is the vast audience it reaches. According to a Nielsen report, sports programming accounts for 37% of all TV viewing in the United States. This means that millions of people tune in to watch sporting events every day, making sports broadcasting an ideal platform for political campaigns to reach a large and diverse audience. The audience is not limited to a specific demographic, but rather consists of individuals of all ages, genders, races, and backgrounds. Therefore, a political campaign can reach a broader range of voters through televised sports advertising, compared to traditional forms of advertising.
Moreover, sports advertising provides an opportunity for a political campaign to reach potential voters who may not typically be interested in politics. Many people who watch sports do not actively engage in politics and may not watch traditional news broadcasts or read political articles. However, when they watch their favorite sports teams or events, they may be more receptive to political messaging that is presented to them. By advertising on televised sports, political campaigns can reach new and untapped audiences that may have otherwise been overlooked.
Another benefit of political advertising on televised sports is that it allows political campaigns to associate themselves with positive feelings and emotions that are often associated with sports. Sports are often associated with teamwork, competition, and triumph, and these emotions can be transferred to a political campaign through advertising. By associating themselves with positive emotions, political campaigns can create a more positive perception of their brand and message, making it more likely for voters to support them.
Furthermore, sports advertising can be particularly effective in swing states or areas where there are many undecided voters. Political campaigns can use televised sports to target specific geographic locations and demographic groups that are likely to be undecided or swing voters. By targeting specific groups, campaigns can tailor their messaging to resonate with the audience and potentially sway their vote.
Lastly, political advertising on televised sports is often less expensive than traditional forms of advertising. With the increasing cost of political campaigns, many candidates are looking for cost-effective ways to reach voters. Televised sports offer a cost-effective solution, allowing political campaigns to reach millions of viewers at a fraction of the cost of other advertising methods.
Despite the benefits of political advertising on televised sports, there are also potential drawbacks. One concern is that sports viewers may be turned off by political advertising and may view it as an intrusion on their viewing experience. Additionally, political advertising on televised sports may not be as effective in reaching certain demographic groups, such as older or lower-income viewers who may not have access to cable or satellite TV. It is important for political campaigns to carefully consider the potential drawbacks before deciding to invest in televised sports advertising.
In conclusion, political advertising on televised sports can be an effective and cost-efficient way for political campaigns to reach potential voters. It provides a unique opportunity to reach a diverse audience, associate the campaign with positive emotions, and target specific geographic locations and demographics. However, it is important for campaigns to carefully consider the potential drawbacks and weigh the costs and benefits before deciding to invest in sports advertising. As sports continue to be a popular form of entertainment, political campaigns will continue to see the benefits of using sports broadcasting as a platform to reach potential voters.
If you want to find out how Political Marketing & Media can help your campaign, send me an email at SJU@politicalmarketingandmedia.com. And don’t forget to check out our website www.politicalmarketingandmedia.com or visit @PMMRocks on Twitter or your favorite social media site.
References: Arke, E. T. (2017). The effectiveness of televised sports as an advertising medium. Journal of Advertising Research, 57(1), 90-104. Golan, G. J., & Yang, J. (2019). Political advertising and the 2016 presidential election: Comparing televised and digital strategies. Journal of Broadcasting & Electronic Media, 63(3), 455-473. Nielsen. (2018). Total audience report: Q2 2018. Petty, R. E., & Cacioppo, J. T. (1983). Central and peripheral routes to persuasion: Application to advertising. Advertising and consumer psychology, 3(1), 3-23. Tisinger, R. (2016). Sports, politics and persuasion: The influence of sports sponsorship on political advertising effectiveness. International Journal of Sport Communication, 9(2), 174-189. Wahl-Jorgensen, K. (2013). Political advertising in the United States. In The Routledge Handbook of Political Advertising (pp. 25-38). Routledge.
