DNC Makes Historic Midterm Cycle Investment in Paid Media
November 7, 2022
Ahead of Election Day, the Democratic National Committee has invested an historic eight figures in paid media directed at voters key to our winning coalition this midterm election cycle, directing a consistent drumbeat of messaging outlining the choice the American people will make this November: between Democrats who are focused on lowering costs and protecting fundamental freedoms and the extreme MAGA agenda Republicans are pursuing at their expense.
The DNC began dozens of tracks of messaging to reach voters where they are at the beginning of last year, and did so in many different languages, to communicate the stakes and urgency of the midterm elections. As early as last March, we have been laying out how the leadership of President Biden and Democrats has boosted our economy’s recovery and added a record number of jobs. We made investments around key moments from the ruling overturning Roe v. Wade, to the president’s signing the Inflation Reduction Act, as well as commemorating important constituency celebrations like AAPI Heritage Month and Hispanic Heritage Month.
Our dynamic strategy of reaching voters where they are has meant the DNC’s messages have appeared everywhere from the airwaves of primetime cable television to the skies above college football stadiums – communicating to voters in creative and memorable ways. Most recently, the DNC partnered with actress Kerry Washington and NBA All-Star Chris Paul to record ads directed to audiences of The Shade Room and Players TV, making the ask to visit IWillVote.com to make a plan to vote.
- The DNC has made an historic eight-figure investment in paid media this midterm cycle.
- The DNC spent seven figures directed at reaching Black voters and Latino voters respectively.
- In the last month alone, the DNC has spent seven figures on messaging focused on getting out the vote.
- The DNC began messaging directed at AAPI voters last year running in at least 9 languages, including English, traditional and simplified Chinese, Vietnamese, Korean, Hmong, Tagalog, Punjabi, Gujarati, and Hindi.
Highlights of our historic midterm paid media strategy include:
- Communicating early on how the American Rescue Plan made possible by President Biden and Democrats helped working families and the economy and no thanks to a single Republican in Congress.
- Commemorating President Biden delivering on his campaign promise to nominate the first Black woman to the Supreme Court, Justice Ketanji Brown Jackson, with ads on radio and in Black community newspapers.
- The launch of our signature Latino outreach program “Adelante” and a round of Spanish-language radio and print ads highlighting how the leadership of President Biden and Democrats has delivered results.
- Kicking off a Defend Choice Week of Action following the Supreme Court’s ruling overturning Roe v. Wade with digital ads on over 20 lifestyle sites and a national cable buy outlining Republicans’ plans for a nationwide abortion ban.
- Celebrating AAPI Heritage Month with ads in English, traditional Chinese, Korean, and Vietnamese.
- A seven-figure ad campaign celebrating President Biden’s signing of the Inflation Reduction Act and highlighting how the president and Democrats are bringing down costs and took on powerful special interests – and won.
- The campaign included a national cable buy, gas station advertisements, digital ads, and print, digital, and radio buys in Black, Spanish-language, multi-lingual AAPI, and Native American media outlets across the country, and more.
- Celebrating Hispanic Heritage Month, with over a half million dollars directed towards ads on Spanish-language radio stations, in Spanish-language print and community newspapers, as well as digital ads in both English and Spanish.
- Informing seniors of Republicans’ plan to cut Medicare and Social Security on the 87th anniversary of Social Security becoming law.
- We launched a multi-layered campaign on National Voter Registration Day on college campuses across the country encouraging eligible students to register to vote.
- A six-figure ad buy on The Shade Room’s platforms, utilizing sponsored posts and other digital ads featuring actress Kerry Washington and NBA All-Star Chris Paul to urge its audience to visit IWillVote.com to make a plan to vote over the course of the last month of the midterm cycle. The Chris Paul video is also featured on Players TV, the first ever athlete-owned media network.