Today’s Announcement is One of the Largest-Ever Political Investments in Streaming Platforms and Everytown’s Largest Digital Ad Program to Date
Everytown Investing in Digital Across 8 States Including Arizona, Florida, Georgia, Iowa, Minnesota, North Carolina, Pennsylvania, and Texas
NEW YORK — Today, Everytown for Gun Safety Victory Fund announced a $15 million digital ad program with digital ad reservations across eight battleground states to reach millions of voters through the November election. The investment is Everytown’s largest digital ad program to date, and focuses on streaming platforms targeted to reach voters who are spending more time at home, on their phones, and outside the reach of traditional cable media.
“Gun safety has gone from a political third rail to the first thing many voters think about when they step into the voting booth,” said John Feinblatt, head of Everytown. “Everytown is going all-in to make sure voters in battleground states know exactly where the candidates stand on this life-or-death issue.”
“We are making unprecedented early reservations securing critical inventory across premium digital channels and platforms to better engage, persuade, and mobilize voters,” said Charlie Kelly, senior political advisor to Everytown for Gun Safety. “As we head into the final stretch to November, this investment will allow us to meet voters where they are — and we’re going there earlier and better than our opponents.”
COVID-19 has accelerated America’s trend toward digital platforms. OTT platforms are seeing a higher increase in viewing hours during COVID-19 than traditional linear TV. Now, 50% of total TV hours are streaming, audio listening has grown by 42%, and connected TV usage has grown by 46%. Today’s announcement is the largest political reservation on streaming platforms to date.
Additional details about the reservation include:
Everytown is employing a digital-first approach that reflects the rapidly shifting habits of the American electorate, investing in streaming video and 1:1 targeting, balancing high-quality premium inventory with a 15x-18x per week ad frequency.
The program includes investments of $1.25 million in digital ads in Arizona, $5 million in Florida, $500,000 in Georgia, $1.25 million in Iowa, $1 million in Minnesota, $1.5 million in North Carolina, $1 million in Pennsylvania, and $3.5 million in Texas.
Platforms include Hulu, Pandora, YouTube, Roku, and Univision, with 11% Spanish language inventory across the pan.
Ads will be a mix of persuasion and mobilization, will largely target suburban parents, young voters, and people of color, and will include Spanish-language creative.
This announcement is part of Everytown for Gun Safety Action Fund and Victory Fund’s plan to spend $60 million on the 2020 elections — double what they spent during the 2018 elections, and more than any gun safety opponent, including the NRA, reported spending on the 2016 elections.