NEW YORK, Nov. 10, 2016 /PRNewswire/ -- A common pattern among victorious Senate candidates in many key "battleground" states was the candidates' use of local cable television advertising.
These findings come from a preliminary analysis of cable advertising transaction data by Viamedia, the largest independent cable TV ad management company. The data was culled from political advertising purchased on more than 60 multichannel video programming distributors (MVPDs) of various sizes in more than 70 markets served by Viamedia throughout the country. Viamedia 2016 political ad sales in certain "battleground" states won by Republican senators show that Ohio Sen. Rob Portman's successful re-election campaign outspent that of his opponent, former Ohio Governor Ted Strickland; 86% of all cable ad dollars spent by Ohio's two Senate candidates was from the Portman campaign. And in Florida, Sen. Rubio's victorious campaign outspent that of his Democratic rival, Rep. Patrick Murphy, 59% to 41%. In Pennsylvania, Sen. Pat Toomey's successful campaign outspent that of his Democratic opponent Katie McGinty 94% to 6% -- a marked change from 2010 when Toomey's campaign spent only a small portion on cable ads. And almost 100% of all cable advertising in North Carolina's U.S. Senate race was spent by Sen. Richard Burr's successful re-election effort in Viamedia markets. In other states, won by Democrat senators, Viamedia's political ad sales indicate that Catherine Cortez Masto outspent Joe Heck on cable TV 72% to 28% in her successful race in Nevada, while Michael Bennet in Colorado, Richard Blumenthal in Connecticut, Brian Schatz in Hawaii and Charles Schumer in New York each accounted for nearly all of the total cable ad spending in their respective victories. "We've seen a dramatic increase in geo-targeted TV ad spending from 'down-ballot' candidates, PACs and issues advertisers," said Mark Lieberman, Viamedia president & CEO. "Successful political advertisers during this unprecedented election cycle have embraced the uniqueness of the data and geo-targeting capability of local cable to reach the right voters effectively." According to the 2016 ad buys, 47% of all cable TV political ad spending came from issues advertisers -- PACs and other organizations; 38% has come from down-ballot campaigns, primarily for the Senate and House; 9% has come from the presidential campaigns; and 6% reflected spending by PACs on behalf of presidential campaigns.