Lessons from 2024

With the year ending, I had time to reflect on this year's media and political lessons. Our firm worked on races throughout the West Coast, in communities ranging from Democratic strongholds to swing districts with Republican majorities.??

Here are some of the things I am taking away from 2024.?

Labor is stronger than even it knows.?

Gallup released polling showing that Labor Unions have a 70% approval rating nationally, up dramatically from their low of 48% in 2009. Labor leaders have not fully adjusted to this new reality; now is the time to organize, push for stronger contracts, and grow the movement. We found significant support for Labor-backed candidates even in Republican majority districts.?

The Trump Administration is likely to create significant issues for Labor. Still, people are feeling the stresses of modern corporate-run America and looking for an ally, and Labor is the only entity that fills that role.?

Campaigns must be about voters' concerns, not politicians.?

Voters in this cycle were very clear about their concerns with crime and inflation. 2024 was one of the most localized elections I have ever encountered. It was a cycle where voters were much more concerned with their daily problems rather than broader issues.

Timing is key when launching media, but earlier is better than later.?

When to start spending on media is one of a campaign's most significant decisions. With Vote By Mail and early voting, decisions are made earlier and earlier. This means media dollars must be spent earlier. Various ways to extend budgets using online media allow campaigns to shape the race early. While many people discount it, this is where earned media can play a decisive role.?

Meet voters where they are, and they aren't all online.?

More than 37 million people over 65 voted in 2024, while about 22 million people under 35 voted. Elections are decided by older voters, who, while still online, aren't as focused on the virtual world. This is why direct mail and linear TV have not stopped being effective voter communication tools. Even when online, older voters have different habits than younger voters.?

Tolerance for political advertising is near zero.?

Voters are turned off by political advertising. There are two ways to deal with this: make it interesting and make it short. The 15-second video spot is the most impactful communication tool we have. Used on YouTube as preroll, it can generate millions of impressions. When combined with compelling content, we found it is a tool that shapes opinions. On linear TV, it doubles your frequency. We used to say campaigns have about 80 words to define themselves. It is now 40 words.