TV Ads Criticized by Vivek Ramaswamy as Campaign Halts them in Iowa and New Hampshire

By Better Today On Dec 27, 2023

TL/DR –

Vivek Ramaswamy, a candidate for the 2024 Republican presidential nomination, has halted TV advertising in Iowa and New Hampshire for over a week, labeling such expenditure as “idiotic” due to its low return on investment. His campaign spokesperson, Tricia McLaughlin, noted that this strategy pivot is based on internal data suggesting that Ramaswamy’s supporters are not traditional broadcast TV consumers. AdImpact data reveals that Ramaswamy’s campaign has spent nearly $1.9 million on advertising in Iowa and over $1.3 million in New Hampshire, much of it from the candidate’s personal funds.

Vivek Ramaswamy’s Presidential Campaign Strategy Shifts from TV Ads

Vivek Ramaswamy‘s campaign for the 2024 Republican nomination has ceased TV ads in early contest states Iowa and New Hampshire for over a week, arguing such spending is “idiotic.” Ramaswamy criticizes the ROI of TV ads as a tool to fool low-IQ candidates.

The candidate claims he is “doing it differently” with data-driven spending, hinting at a “big surprise” on Jan 15.

Tricia McLaughlin, the campaign spokesperson, confirmed no TV ads have run in Iowa or New Hampshire since Dec. 17. This could cause concern as the Iowa caucuses and New Hampshire primary approach, with Ramaswamy’s polling numbers lagging behind competitors in both states.

Donald Trump, leading the Republican primary field, reassured supporters that Ramaswamy “is a good man, and is not done yet!” on his social media platform.

McLaughlin stated that ad spending will remain consistent, with the shift reflecting their internal data indicating Ramaswamy’s voter base doesn’t typically consume traditional broadcast television.

“We are focused on using addressable advertising, mail, text, live calls, and doors to communicate with our voters on Vivek’s vision for America,” McLaughlin said. “We have structured this way to be nimble and hyper-targeted in our ad spending.”

Despite his recent rhetoric, Ramaswamy said in August that TV presence in early states is necessary to compete.

A 2021 Cambridge University study suggests that political TV ads primarily influence which candidate to vote for by providing information rather than mobilizing voters. The study concludes that TV ads should have a more significant impact on views of down-ballot candidates than presidential candidates due to voter familiarity.

Ramaswamy’s campaign seems to target a younger audience that consumes ads on social media over TV. The Ohio entrepreneur has campaigned on college campuses, used TikToks, and conducted podcast interviews throughout his campaign.

Ad tracking firm AdImpact reports that Ramaswamy’s campaign has spent $1,865,039 and $1,307,402 on advertising in Iowa and New Hampshire, respectively, largely funded by the candidate’s personal resources.

Other GOP contenders’ spending in Iowa led by Nikki Haley with $4,512,174, followed by Trump with $4,227,139, and DeSantis with $2,697,241. In New Hampshire, Haley has spent $3,174,102, Trump $2,911,808, and DeSantis only $896 on digital ads.