Obama Shot for Younger Demos, Clinton for Older on TV

Democratic contenders played to their strengths in their TV media plans by targeting the far ends of the demographic spectrum, according to a SQAD analysis of cost per points in key primary states. Barack Obama tended to place dollars against the younger demos, while Hillary Clinton targeted older adults. In the six weeks prior to the Texas, Ohio, Wisconsin and Pennsylvania elections, spending to reach 18-34 year-olds and those over 50 increased 11 percent and 10 percent, respectively, compared to 2007. In contrast, the average cost of spots targeting all TV households remained stagnant. "The desire of candidates to quickly and aggressively act before they fall victim to it has helped the spot TV market evolve into the advertising medium of choice for candidates and political action committees seeking to deliver fresh messages to tightly focused groups of key voters in the weeks leading up to an election," said Neil Klar, CEO of SQAD. "Spot advertising simply delivers maximum ballots for the buck."