Democratic presidential candidate and U.S. Vice President Kamala Harris speaks on the fourth day of the Democratic National Convention (DNC) at the United Center in Chicago, Illinois, U.S. on August 22, 2024.
Kevin Lamarque | Reuters
The personal has become political.
A week before Election Day, Democrats are spending millions to target voters in battleground states in nail salons, lifestyle magazines, shopping malls and other places where they would normally seek refuge from the news. There is.
The Democratic National Committee’s seven-figure ad buy aims to reach tens of millions of voters in key demographics with what could be the last call-to-vote message they hear before Nov. 5. There is.
The latest “I Will Vote” campaign, launched Tuesday, has reached more than 40 publications, from Oprah Winfrey’s O magazine and Women’s Health to Serious Eats and fashion blog Hypebeast. Digital advertisements will be placed.
The final push focuses on voters in seven key battleground states that are likely to decide the election between Republican candidate Donald Trump and Democratic candidate Kamala Harris.
The tone of the ad is tailored by market to appeal to different audiences.
One features a kitten staring out from behind a ballot box and references the infamous “Access Hollywood” tape in which President Trump bragged about grabbing women’s genitals.
Another poster is reminiscent of a military recruitment poster, with the words “Be a Patriot” written in all caps. “Stop the fascists.”
The DNC is also “buying” the digital homepages of Teen Vogue, Glamour, Vogue, and Good Housekeeping, as well as audio ads that air on Spotify, iHeart Media, and Pandora.
Voters in battleground states are already being hit by political commercials, but nowhere are they being hit harder than in Pennsylvania, which has spent the most on advertising so far this election cycle.
The flood will not subside. As of Friday, advertisers had spent more than $65 million booking future presidential ads in the Keystone State alone. ad impact.
DNC advertisement.
Source: Good Housekeeping
Monica Guardiola, the group’s acting co-executive director, said in a statement that the DNC is rolling out “advertisements tailored to where Americans are” in hopes of cutting through the noise.
“As voters turn to their most trusted sources for news, culture, entertainment, leisure and more in the lead up to Election Day, they will encounter the Democratic Party’s message of freedom,” he said. he said.
That message will be delivered in less traditional locations such as nail salons, shopping malls, transportation centers and grocery stores.
Most of the ads show Democrats leaning toward reproductive rights issues, an issue that could help the party rally its base and gain support from independent and moderate Republican women. That’s a problem.
“Women decide this election. Daughters should not have less rights than their mothers,” one ad reads.
Another message, featuring a bubble letter font on a pink and orange checkered background, declared: “Your vote matters. Period.”
To make sure you land the point, this ad also depicts a shiny intrauterine device (IUD).
DNC advertisement.
Source: Teen Vogue
The DNC also plans to run ads targeting competitive House and Senate races in key areas of Florida, Iowa, Maryland, New York, Ohio, Kansas and Oregon, a spokesperson told CNBC. .
Many of the publications included in this ad campaign, including Allure, Better Homes and Gardens, Cosmopolitan, Elle, and Women’s Health, have readerships that skew female.
This is a sound turnout strategy in an election where pollsters are surprised that the gender gap among voters is so deep. female voters Support for Harris, the first female president of the United States, is stronger than for President Trump.
recent research It also means that white women, a large voting bloc that supported President Trump over his Democratic rival in both 2016 and 2020, tend to support Harris slightly as the election approaches. It shows that there is.
But the DNC is also buying space in publications that cater to Black and Latino readers, including Ebony, Essence, Complex, Madame Noir, Black Enterprise, Hip Latina and Latina Magazine.
These ad buys were made in response to Harris’ proposal that: puerto rican On Sunday, Trump slammed Trump’s rally chairman, Tony Hinchcliffe, for his racist comments in which he called Puerto Rico a “trash island.”
The latest Reuters/Ipsos poll shows Trump gaining support among Hispanic men, nearly erasing the Democratic Party’s long-held demographic advantage.
The DNC also runs ads in Bleacher Report, Men’s Health, and Vice to reach a more male-leaning audience.
Meanwhile, the DNC’s podcast ads prioritize economic issues.
“What are you voting on this election?” the speaker asks in a 30-second spot. “Affordable housing. Student loan relief. Good-paying jobs. Reproductive freedom. Our future.”
