Was Donald Trump Super-Savvy With His Ad Dollars?


By Adam R Jacobson

As RBR + TVBR has reported, Hillary Clinton was the clear winner when it came to the total spending on political advertising at both spot radio and spot television during the 2016 presidential campaign.

Yet, Donald Trump was elected president.

Does this mean that political advertising is no longer effective in an age of social media, and in an environment where mail boxes continue to get littered with campaign advertising delivered to the home?

Not at all, says TVB President/CEO Steve Lanzano.

In the first of a two-part interview with RBR + TVBR, Lanzano shares some revealing conclusions on political spending from the winning and losing presidential candidates.

His biggest conclusion: The Trump campaign was masterful at buying local spot advertising in key markets.

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Adam R Jacobson is a veteran radio industry journalist and advertising industry analyst with general, multicultural and Hispanic market expertise. From 1996 to 2006 he served as an editor at Radio & Records.