Article Summary: Cable’S Crucial New Role In Campaigns
Cable’s Crucial New Role in Campaigns
Business Week February 4, 2008 p. 063
This article is about how the presidential candidates are using targeted regional TV spots to find probable supporters. The 2008 Presidential candidates are expected to spend $800 million-plus on television ads, most of which normally goes to broadcast stations. This year the campaigns—Democrat and Republican alike—are trying something different and buying more airtime on cable channels than ever before.
So why has it suddenly changed? Campaign managers say cable’s niche channels enable them to match up voting and viewer data and more directly target potential supporters. For example: say Republicans over 35 are the target, they will probably be watching Fox News a couple of times a week. For Democrats the add should go on CNN. “Cable has made a real effort this election to reach out to us,” says Bobby Kahn, a media buyer for Senator John Edwards’ campaign. “We like cable because it......
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Approximate Word Count: 396
Approximate Pages: 2 (250 words per double-spaced page)
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