A campaign representative for Republican presidential candidate Vivek Ramaswamy said he will stop buying traditional TV ads before the Iowa caucuses and New Hampshire primary.
Vivek Ramaswamy Shifts Campaign Strategy, Abandons Traditional TV Ads in Favor of a Targeted Approach
Ramaswamy’s campaign spokesperson said the entrepreneur-turned-politician has stopped buying broadcast TV ads, a major part of US political advertising. Instead, the campaign is targeting identifiable voters with addressable advertising, mail, text, live calls, and door-to-door outreach.
According to Ramaswamy’s press secretary, Tricia McLaughlin, the campaign was designed to be agile and hyper-targeted in ad spending. Ramaswamy called traditional TV ad spending on social media site X (previously Twitter) “idiotic” and a political consultant trick. He stressed the campaign’s data-driven spending and promised a January 15 announcement.
Ramaswamy’s campaign plan to spend $12 million on broadcast, cable, radio, digital, and direct mail in Iowa and New Hampshire has changed. Despite the declaration, the campaign has spent $2.2 million on TV, digital, and radio commercials, with TV ad expenditure dropping from over $200,000 to $6,000 in early December.
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Vivek Ramaswamy Optimistic Despite Polls, Expects Surprise in Iowa Caucuses as Campaign Shifts Strategy
Ramaswamy expects to overdeliver in the Iowa caucuses, citing support from first-timers, young people, and America-first patriots. However, many polls show that former President Donald Trump leads all competitors. Trump leads the RealClearPolitics Republican primary poll average with 62.5%, followed by Ron DeSantis and Nikki Haley. Ramaswamy is fourth with 4%, according to polls.
Ramaswamy is optimistic about the caucuses, but polls show Republican voters favor Trump. Ramaswamy admits the challenge but expects a significant surprise in the January 15 caucus. The campaign’s advertising approach change was made to maximize impact and reach people more personally.