Today’s Announcement is Everytown’s Largest Digital Ad Program to Date in Florida
Recent Polling Shows That Gun Safety-Themed Messages Are Amongst The Most Effective Vs. Trump And Gun Lobby Allies
NEW YORK — Today, Everytown for Gun Safety Victory Fund announced a $5 million digital ad program for Florida focused on supporting Vice President Joe Biden for President and flipping seats in the Florida state House, and reserved digital ad space to reach thousands of voters through the November election. The investment is Everytown’s largest digital ad program to date in Florida, 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 Victory Fund. “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.”
“Voters in Florida know the pain of gun violence all too well,” said Jenna Preble, volunteer with the Florida chapter of Moms Demand Action, Everytown’s grassroots volunteer network. “We want to make sure they also know that President Trump has chosen the gun lobby over American lives every single time. This ad program, combined with our grassroots organizing, will be a catalyst for gun sense voters across the state.”
A recent survey of voters in 13 battleground states including Florida showed that gun safety-themed messages were among the most impactful at moving voters’ support to Joe Biden, and that messaging focused on the impacts of COVID-19 on America’s gun violence crisis was the second most effective overall at shifting support to Biden.
COVID-19 has accelerated America’s trend towards 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.
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.