Ron Paul Infomercial - fundraising, ad buys, channels, markets and costs

[tangent4ronpaul]

On fund raising

parocks:
Well, to be honest, if I had to guess whether we're going to come up with $100K to air this, I'd say no.

Pastarocket858
well, it's going to cost that much for a half hour of primetime, if not much more.

tangent4ronpaul
[Primetime is probably out of the picture. For a major network, we'd be talking 1-2 Million. For a lesser network - maybe, but figure fringe (4-8pm) for $30-40K - That is within our budget]

Tangent4ronpaul
As to raising $100,000+, I don't see why not. We raised $650,000 for a F'n blimp for peats sake! Today's REVPAC Moneybomb has been a bit disappointing but it is coming on the coat tails of a campaign Moneybomb. It could have also been better promoted.

[REVPAC raised $87,000 in one day, despite the timing and promotion. I have no doubts we could raise $100,000+ for this project. Additionally, they have DeboraK – who loves the infomercial idea RonPaulFlix and Gigi on their grassroots advisory board. So long as we come up with something good, I see no reason the PAC wouldn't support the project]

parocks:
I think we're in pretendland with the $100K, but there's no reason not to ignore that, and just go forward with the assumption that we can achieve that money.

Ad buys – 30 second ads

Network = channel
System = company ie: Comcast, Verizon, Dish TV, etc.
Spot = one broadcast of an ad on one channel
Fringe = generally 4-8pm
Prime = 8p-1a or 2a

Super Platform – this is the best buy and largely reaches rural/conservative voters.
Subscriber Households: 41,200,000
Potential Viewers: 105,000,000
National Cable/Satellite Networks: 77 (Dish TV, Direct TV and Comcast)
Costs:
6 clusters, 390 spots – fringe: $65,000, prime: $76,600
7 clusters, 455 spots – fringe: $73,000, prime: $85,000
If we save money by going for 6 clusters, I'd suggest dropping Sports, as there just are no live games between Christmas and New Years, so viewership is likely lower.

Average cost per spot: fringe: $166, prime: $185

ADULT 39 National Networks, 65 spots
Direct TV Animal Planet / CNBC / CNN / TRU TV / Discovery Times / Fox News / Game Show Network / MSNBC / Science Channel / TNT / TV Land 8p-1a
Dish Network ABC Family / BBC / Biography Channel / Discovery Health / E! Entertainment / Lifetime / Lifetime Movie Network / Oxygen / ION / SoapNet / WE Women's Entertainment / Great American Country / The Style Network 8p-2a
National Digital Cable Networks Bravo East / Bravo West /The Cooking Channel / Discovery Times / History East / History West / History International / National Geographic / Biography / Ovation 8p-1a

MENS 27 National Networks, 65 spots
Direct TV Comedy Central / FX / Outdoor Life / Military Channel / MTV2 / SYFY / Speed Motorsports 8p-1a
Dish Network AMC / Comedy Central / Discovery Channel / FX / Fox Reality TV / G4 Tech TV / History Channel / History International / Military Channel / SYFY / SpikeTV 8p-2a
National Digital Cable Networks ESPN2 / SYFY / Golf / ESPN Classic / Bloomberg / Discovery Times / Military Channel / G4 TechTV / Science Channel 8p-1a

WOMANS 27 National Networks, 65 spots
Direct TV ABC Family / BBC America / Biography / Discovery Health / E! Entertainment / Lifetime / Lifetime Movie Network / Oxygen / Soapnet / WE / Great American Country / Style Network 8p-1a
Dish Network ABC Family / BBC / Biography / Discovery Health / E! Entertainment / Lifetime / Lifetime Movie / Oxygen / ION / SoapNet / WE / Great American Country / Style Network 8p-2a
National Digital Cable Networks Lifetime Movie Channel / Home and Garden TV East / Home and Garden TV West / WE / SoapNet / American Life / Discovery Health / Discovery Home / Fit TV / Style Network 6a-12p

NEWS 23 National Networks, 65 spots
Direct TV Bloomberg / CNBC / CNN / FOX News / CNN-HLN / MSNBC / The Weather Channel / Fox Business News 8p-1a
Dish Network Bloomberg / CNBC / Fox News / CNN-HLN / MSNBC / The Weather Channel 8a-2p
National Digital Cable Networks Bloomberg / BBC America / ESPN News / Discovery Times / Discovery Health / Current / Biography Channel / G4Tech 6a-12p

SPORTS 36 National Networks, 65 spots
Direct TV ESPN / ESPN 2 / ESPN News / ESPN Classic / Golf / NFL Network / CBS College Sports / Outdoor Channel / Speed Motorsports / ESPN U / Versus / Big 10 Network / Tennis Channel 8p-1a
Dish Network ESPN / ESPN2 / ESPN News / ESPN Classic / ESPN University / Fox Soccer / Golf Channel / NFL Network / CBS College Sports / Outdoor Channel / Speed Motorsports / Tennis Channel / HRTV Horse Racing / TVG Horse Racing / Versus 8p-2a
National Digital Cable Networks ESPN2 / Golf Channel / ESPN News / ESPN Classic / Outdoor Channel / Versus / Speed Motorsports / Fox Soccer Channel 6a-12p

ENTERTAINMENT 36 National Networks, 65 spots
Direct TV A&E / BET Jazz / Discovery Home / Do-It-Yourself Network / The Cooking Channel / Ovation / FIT TV / Food Network / Hallmark / Home and Garden TV / Travel Channel / TLC / TV Guide 8p-1a
Dish Network A&E / Discovery Home / Do-It-Yourself Network / The Cooking Channel / Food Network / Hallmark / Hallmark Movie Channel / Home and Garden TV / Ovation / Travel Channel / TV Guide 8p-2a
National Digital Cable Networks Game Show Network / SYFY / SoapNet / TV Land / BET Jazz / Discovery Kids / Discovery Tunes 6a-12p

Generation X 24 National Networks, 65 spots
Direct TV BET / Chiller / Current / Fuel / FUSE / MTV / MTV 2 / VH1 8p-1a
Dish Network BET / Current / FUSE / MTV / MTV 2 / VH1 8p-2a
National Digital Cable Networks Game Show Network / SYFY / BET Jazz / Sleuth / TV Land / FUSE / G4TechTV / Disney Kids / Disney Tunes / Science Channel 6a-12p

Markets: These are COMCAST, the 2 Satellite networks are nationwide

Philadelphia
1,700,080
Chicago
1,513,982
Boston
1,513,967
San Francisco
1,423,307
Detroit
1,365,825
Washington
1,389,525
Seattle
983,929
Atlanta
986,796
Twin Cities
907,393
Houston
833,786
New York
799,117
Pittsburgh
745,981
Miami
690,897
Indianapolis
669,624
Baltimore
639,414
West Palm/Vero Beach
619,333
Denver
605,664
Portland
549,885
Nashville
527,127
Sacramento
515,401
Grand Rapids
466,859
Flint
448,278
HLLY
414,233
Knoxville
377,416
Little Rock
368,709

Jacksonville
331,254
Naples
311,344
Salt Lake City
275,375
Memphis
273,328
Jackson,MS
254,697
Chattanooga
253,534
Richmond
243,241
Albuquerque
203,975
Sarasota
196,563
Wilkes-Barre
180,832
Huntsville
180,549
Fresno
177,811
Burlington-Plattsburg
177,572
Springfield
173,958
Roanoke
158,814
Charleston
145,652
Savannah
144,622
Spokane
143,389
Johnstown/Altoona
141,609
Colorado Springs
141,303
Evansville
138,923
Providence
138,477
Hartford
138,477
Lansing
136,742
Salisbury
132,64

South Bend
125,538
Monterey
121,846
Tallahasse
110,989
Eugene
104,853
Fort Wayne
92,706
Augusta
86,449
Wheeling
66,400
Youngstown
59,665
Panama City
53,556
Lafayette
49,952
Tupelo
47,549
Monroe,LA
47,095
Harrisonburg
46,128
New Orleans
44,940
Hattiesburg-Laurel
41,212
Grand Junction
31,355
Charlottesville
30,414
Dothan
29,682
Paducah
29,037
Cleveland
27,434
El Paso
25,203
Meridian
22,690
Erie
21,447
Shreveport,LA
16,480
Albany
9,084


Putting together a listing for Time Warner Network which has different clusters, markets and pricing structure

[tangent4ronpaul]

Are these costs reasonable? - a good deal for outreach?

[tangent4ronpaul]

anybody?

[parocks]

there aren't college football bowl games between Christmas and New Years?

Anyway, I looked at this long post with a bunch of cable channels on it mostly, and a bunch of markets and how many comcast households on it.

I'm looking at Comcast, and I don't see any Iowa and any New Hampshire. Or South Carolina or Nevada.

I'm one of those who think those voters are more important.

I would be interested in lower priced options that hit the targets.

It seems like you're talking to one person, or one company, that sells ads a certain way. And you're giving every single piece of data they have.

Here's the biggest takeaway I'm getting.

455 spots – fringe: $73,000, prime: $85,000

If you spend $85K, you will get your spot aired 455 times.

$187 a spot, and a lot of people see it. I will say that, based on nothing, it sounds good to me.

Here's a question.

Does the spot air on Direct TV, Dish Network, AND Comcast, or is it OR?
All 3, or 1 of the 3?

I would want to know how much it would cost for 1 cluster, let's say the news cluster, 65 spots.

Also, what are the prices for the half hour? On what channel? and all that.

[parocks]

http://nccmedia.com/planning-buying


http://nccmedia.com/planning-buying

http://nccmedia.com/cable-advertising/markets

http://www.onmediaadsales.com/market_specific.cfm?Map=desmoines&State=iowa

http://www.onmediaadsales.com/zone_specific.cfm?Zone=121&Map=desmoines
buy a lot of Adult Swim there. That's where Iowa State is, in Ames.

http://www.onmediaadsales.com/zone_specific.cfm?Zone=175&Map=cedarrapids
this is where the university of iowa is.

http://www.onmediaadsales.com/company.cfm
OnMedia is the division of Mediacom Communications Corporation responsible for advertising sales,
with an experienced cable television ad sales team delivering on the company's promise of "Precision TV Advertising."

OnMedia is represented nationally by NCC Media. For more information, http://nccmedia.com/ or call 212-548-3300.

http://nccmedia.com/about/owners-affiliates
- mediacom

[tangent4ronpaul]

there aren't college football bowl games between Christmas and New Years?

Anyway, I looked at this long post with a bunch of cable channels on it mostly, and a bunch of markets and how many comcast households on it.

I'm looking at Comcast, and I don't see any Iowa and any New Hampshire. Or South Carolina or Nevada.

I'm one of those who think those voters are more important.

I would be interested in lower priced options that hit the targets.

It seems like you're talking to one person, or one company, that sells ads a certain way. And you're giving every single piece of data they have.

Here's the biggest takeaway I'm getting.

455 spots – fringe: $73,000, prime: $85,000

If you spend $85K, you will get your spot aired 455 times.

$187 a spot, and a lot of people see it. I will say that, based on nothing, it sounds good to me.

Here's a question.

Does the spot air on Direct TV, Dish Network, AND Comcast, or is it OR?
All 3, or 1 of the 3?

I would want to know how much it would cost for 1 cluster, let's say the news cluster, 65 spots.

Also, what are the prices for the half hour? On what channel? and all that.

I hate football - what kind of a audience do college games attract? I was under the impression nothing was happening during that period.

It's all 3 - 2 satellite networks and one national cable Network. The satellite networks would broadcast into the 4 states you mentioned.

There is also the Time Warner system, which broadcasts to different markets. I haven't put that together yet.

One cluster - say News that broadcasts 65 spots costs $12,000, though in these clusters Woman's is slightly more expensive.

Thanks for the link to nccmedia - I'll check them out. There is also GoogleTV

The half hour or hour slot has to be custom quoted but I'm told to expect $30-40K for a "reasonable" spot. Prime time on a "major" channel like FOX News or MSNBC would be at least 1-2 Million.

comparison shopping is a good thing! How you spend money is more important than how much you have.

thanks,

-t

[hubze]

there aren't college football bowl games between Christmas and New Years?

Anyway, I looked at this long post with a bunch of cable channels on it mostly, and a bunch of markets and how many comcast households on it.

I'm looking at Comcast, and I don't see any Iowa and any New Hampshire. Or South Carolina or Nevada.

I'm one of those who think those voters are more important.

I would be interested in lower priced options that hit the targets.

It seems like you're talking to one person, or one company, that sells ads a certain way. And you're giving every single piece of data they have.

Here's the biggest takeaway I'm getting.

455 spots – fringe: $73,000, prime: $85,000

If you spend $85K, you will get your spot aired 455 times.

$187 a spot, and a lot of people see it. I will say that, based on nothing, it sounds good to me.

Here's a question.

Does the spot air on Direct TV, Dish Network, AND Comcast, or is it OR?
All 3, or 1 of the 3?

I would want to know how much it would cost for 1 cluster, let's say the news cluster, 65 spots.

Also, what are the prices for the half hour? On what channel? and all that.

I do not know why I keep coming back to this, but probably because I have seen it work, but don't you think a well targeted Facebook ad campaign would get better results than TV ads? I mean...anytime I watch TV anymore, which is rare, I don't even watch ads because I DDR it. I think a lot of people do...and the % of attention you would get from TV in comparison to how many could see a Facebook ad I think would surprise you because of how deep you can go into a demographic to target...

I just cannot help think this because social media is completely different in 2011 than it was in 2008. You have probably every person in the world almost has a Facebook account...and they are on there almost every day. I would be more than willing to chat with anyone who would be interested in talking about this...I mean we could even do a coop from here and not have to spend a ton of money to target one good solid demographic and you can target them in any location etc so we could focus on the primary States...I do see Romney running some ads on Facebook, but not sure how good their ad team is. I know Bachman uses an ad platform that has contacted me to help with my business, but obviously they are not very affective because I am not seeing growth on her site, nor do I ever see her ads...

Focusing on TV in this day and age just seems like spinning wheels...and this is just my opinion. Thoughts?

[tangent4ronpaul]

I do not know why I keep coming back to this, but probably because I have seen it work, but don't you think a well targeted Facebook ad campaign would get better results than TV ads? I mean...anytime I watch TV anymore, which is rare, I don't even watch ads because I DDR it. I think a lot of people do...and the % of attention you would get from TV in comparison to how many could see a Facebook ad I think would surprise you because of how deep you can go into a demographic to target...

I just cannot help think this because social media is completely different in 2011 than it was in 2008. You have probably every person in the world almost has a Facebook account...and they are on there almost every day. I would be more than willing to chat with anyone who would be interested in talking about this...I mean we could even do a coop from here and not have to spend a ton of money to target one good solid demographic and you can target them in any location etc so we could focus on the primary States...I do see Romney running some ads on Facebook, but not sure how good their ad team is. I know Bachman uses an ad platform that has contacted me to help with my business, but obviously they are not very affective because I am not seeing growth on her site, nor do I ever see her ads...

Focusing on TV in this day and age just seems like spinning wheels...and this is just my opinion. Thoughts?

I think that I know of a grand total of THREE people in the 55+ demographic (which we are trying to target) that are on Facebook. That includes Carol and Ron Paul.

OK idea for younger demographics, but not relative to this thread.

Why don't you create a thread for this idea?


-t

[parocks]

I hate football - what kind of a audience do college games attract? I was under the impression nothing was happening during that period.

It's all 3 - 2 satellite networks and one national cable Network. The satellite networks would broadcast into the 4 states you mentioned.

There is also the Time Warner system, which broadcasts to different markets. I haven't put that together yet.

One cluster - say News that broadcasts 65 spots costs $12,000, though in these clusters Woman's is slightly more expensive.

Thanks for the link to nccmedia - I'll check them out. There is also GoogleTV

The half hour or hour slot has to be custom quoted but I'm told to expect $30-40K for a "reasonable" spot. Prime time on a "major" channel like FOX News or MSNBC would be at least 1-2 Million.

comparison shopping is a good thing! How you spend money is more important than how much you have.

thanks,

-t


The core takeaway from those links is that mediacom / onmediaadsales is a much smaller cable tv provider than Comcast. It has far far fewer households.

But Mediacom does reach Iowa. I would guess that 65 spots on Mediacom would cost much less than $12K. Or, for $12K, you'll get far more than 65 spots. Based on looking at the Mediacom maps, I would say that Mediacom covers a higher percentage of Iowa than any state. Mediacom seems to cover 2 general areas - Most of Iowa, and parts of Illinois and Wisconsin, and an area of the south including SW Georgia, and parts of AL and FL.

I'm guessing that if you buy all Mediacom and all Comcast, Mediacom's and Comcast's per viewer costs are going to be roughly the same. I'd also guess that per viewer, Comcast would be cheaper. But Mediacom has fewer viewers and a high percentage of those viewers are in Iowa.

[parocks]

I do not know why I keep coming back to this, but probably because I have seen it work, but don't you think a well targeted Facebook ad campaign would get better results than TV ads? I mean...anytime I watch TV anymore, which is rare, I don't even watch ads because I DDR it. I think a lot of people do...and the % of attention you would get from TV in comparison to how many could see a Facebook ad I think would surprise you because of how deep you can go into a demographic to target...

I just cannot help think this because social media is completely different in 2011 than it was in 2008. You have probably every person in the world almost has a Facebook account...and they are on there almost every day. I would be more than willing to chat with anyone who would be interested in talking about this...I mean we could even do a coop from here and not have to spend a ton of money to target one good solid demographic and you can target them in any location etc so we could focus on the primary States...I do see Romney running some ads on Facebook, but not sure how good their ad team is. I know Bachman uses an ad platform that has contacted me to help with my business, but obviously they are not very affective because I am not seeing growth on her site, nor do I ever see her ads...

Focusing on TV in this day and age just seems like spinning wheels...and this is just my opinion. Thoughts?

Well, my thoughts here is that this thread is about this project. And that there are other threads about other projects.

One interesting thread about an internet project is dusman's twitter project. The goal there is to get many twitter users to sign up with dusman, and dusman coordinates the activities of the first tier dusman followers, so everyone is on message.

I'm not entirely in love with the idea of trying to reach as many Americans with the Ron Paul message as possible in December. But that seems to be the goal of this project. And I do think that people should have a dvd to go door to door with. So, if this show gets made, this show could go on TV to a lot of people and cost a lot of money, or this show could go on a DVD and could get handed to people. Personally, I'd like to see Adult Swim in Ames and Iowa City purchased. But that's not this project either.

But we're talking here, and we're learning how much these things cost. And we can take this information elsewhere, to other projects that don't have a $65K cost.

I know how I use my TV, and I'm not against using TV. Right now, I'm online obviously, but I also have my TV on. I don't pay close attention to what's on TV, and I don't skip the commercials.

The thing I like the most about TV is the ability to geographically target. You want Ames, but don't want to spend extra for Des Moines? That's doable. Cedar Rapids and Iowa City but not Dubuque, doable.

TV is also fancy and special. Facebook ads aren't.

TV and internet isn't either or.