Florida is a huge state. We have 10 media markets.
The only people that seem to miss that every election cycle are media consultants. Sure, media buyers purchase ads in key DMAs (designated market area), but aside from the one or two Spanish ads per cycle, the ads all look exactly the same.
This has never made sense to me.
I suppose it’s easier to cut ads that can run generically statewide, but not that much easier than producing a few market specific commercials. I certainly don’t know any field staffers who believe that the Jacksonville ground game is remotely similar to Miami or Pensacola, etc. The commercials shouldn’t be all the same, either.
I realize that I’m indicting pretty much every media consultant that has worked on a statewide campaign in Florida. However, imagine the power of a hometown ad in a major market.
“I’m from here. You know me better than anyone…”
Drilling down from there – ads that talk about ports in Jacksonville, military in Pensacola, foreclosures in Fort Myers, insurance issues in Tampa Bay, etc.
All tied together with the theme of the campaign, of course.
This is the future of Political TV Ads in Florida… if I have anything to do with it.
On that note, check out this video we did for the Florida Democratic Party Jefferson-Jackson Dinner to introduce their 2012 state legislative candidates.
Florida is a huge state. We have 10 media markets.