The Midterm Playbook: Winning with Live Sports
As campaigns work to get their messages seen in a fragmented media landscape ahead of November, live sports have emerged as one of the places political advertisers can reliably reach large and engaged audiences.
A conversation hosted by Campaigns & Elections and presented by Optimum Media explored why live sports remains one of the last true appointment viewing environments and how campaigns can take advantage of that between now and Election Day.
Joel Sawyer, senior account executive at Optimum, and Donna Ra’anan-Lerner, director of politics and public affairs at Optimum, walked through how viewers juggle sports viewing across cable, broadcast and streaming platforms, and why that fragmentation makes a unified buying strategy so important.
The discussion also covered what campaigns should demand from a media partner, the opportunities to reach Latino audiences and other key demographics via live sports, and why creative built for a non-sports environment may fall flat when buying live sports. You can watch the full conversation above.
