| From | The AAPC <[email protected]> |
| Subject | AAPC Insider - November 26, 2024 |
| Date | November 26, 2024 5:15 PM |
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Hi ,
It was great to see so many of you at our Election Post-Mortem conference [ [link removed] ] last week and reconnect after a hard fought campaign cycle. This issue includes some of the hot takes shared by the Trump and Harris campaigns at the event along with insights from our Top Ops Award winners. Plus big changes are coming for data use in California and a round up of 2024 Ad spending trends.
Here’s wishing you and yours a happy Thanksgiving holiday!
Cass Awalt
Senior Manager, Membership
P.S. As a reminder, AAPC offices will be closed for Thanksgiving November 28 and 29.
Welcome New/Returning Members this month:
Sydney Beckham (AdImpact), James Blair (Rapid Loop Companies), Hailey Bowman (Mentzer Media Services Inc.), Paul Cordes (Pantind Strategies), Jordan DeGrandpre (Red Beacon Strategies, LLC), David J. Demas (DEMAS Performance Coaching LLC), Lauren Devoll (Numinar Analytics), Timothy Dias (AdImpact), Matthew Dybwad (IQM Corp.), Benjamin Foecke (AGENCY), Marc Fuentes (Caelen Communications), Cowles Gaither (Mercury Analytics), Bharati Ganesh (Change Research), Michael Giannotti (Harbinger), Elena Greer (rank mi vote), Dorothy Miller (American Target Advertising, Inc.), Peggy Kennedy (American Target Advertising, Inc.), Kimberly Linan (TelevisaUnivision), Roger Lee (Precision Politics), Regen Langholz (The University of Washington), Sean Mahoney (Win Blue Strategies), Michael Mueller (Paramount Global), Parisa Roohafzaii (Mercury Analytics), Patrick Wohl (Wiley Rein LLP), Seth Tanner (Amplify Power), Ray McNally (McNally Temple Associates, Inc.), Ariel Trueba (Trueba Consulting), Blake Moncur (Aristotle), Kelsey Hinchliffe (Mentzer Media Services Inc.), Nadir Perez (Ven Vamos Strategies), Michael Schader (AdImpact), Nancy Zdunkewicz (Z to A Research), Minita Surti (AdImpact), Aris McMahon (Advantage, Inc.), Johanna Persing (K2 & Co.), Ray Van Iterson (United States Postal Service), Paul Del Signore (United States Postal Service), Leslie MacCallum (Undertone), Kathy Whitlock (TelevisaUnivision), Michael Robbe (Palmetto Political Advisors), Gabby Saunders (In The Field, LLC DBA Black Peak), Hayden Richardson (In The Field, LLC DBA Black Peak), Michelle Mayorga (GBAO), Olivia Wodogaza (AdImpact), Jaden Persaud (Pennsylvania State University), Chelsea Thompson (K2 & Company), Michael Russell (Congressman Glenn "GT" Thompson), and Shane Vicry (Aristotle).
In This Edition
• Lessons From the Trump and Harris Campaigns
• AAPC Recognizes Top Operatives of the Cycle
• California's New Data Broker Fees and Privacy Rules
• Ad Spending in the 2024 Election
• AAPC Foundation Empowers Democracy
• Don’t miss…
Lessons from the Trump and Harris Campaigns
At AAPC’s 2024 Election Post-Mortem, the Trump and Harris campaigns pulled back the curtain on their approaches to voter engagement—and some of the lessons they’re taking into the future.
Trump’s Precision Play
The Trump campaign focused on hyper-personalized outreach to high-impact, low-propensity voters—those often missed by traditional methods. Tim Saylor of Grassroots Targeting emphasized their strategy of filling "contact gaps" by prioritizing quality over quantity. The team leaned into direct mail, digital targeting, and door knocking, reshaping their electorate through intentional, data-driven efforts.
“If you don’t talk to people, they don’t vote,” said James Blair, incoming Deputy Chief of Staff and Political Director for the Trump campaign. “Collecting voters into our contact programs was simple in theory but hard to execute—and it worked.”
Harris' Broad Push
Vice President Kamala Harris’ campaign, with a bigger war chest but only 107 days, went wider. From saturating digital and OTT advertising to maintaining an omnipresent media presence, their focus was on persuadable voters. Yet, consultant Terrance Green reflected, “We went for the shiny objects… to the detriment of our base.” Balancing persuasion with shoring up your foundation is critical, especially in tight races.
Takeaway for Consultants
Both campaigns delivered insights for consultants: precision targeting can redefine a voter base, while broad resource-heavy strategies must not overlook loyal supporters. As Harris pollster Jef Pollock put it, “In the first week (after Harris became the nominee), you saw a dramatic shift, in particular with three key groups that were key groups from July through the election, which is young people, African Americans, and Hispanic voters. And all three of those groups shifted dramatically over time, in particular away from third party and that narrowed the race. At the end of the day, we didn't win the number that we needed to. Lots of efforts were made to do so and to communicate to those voters in a way that we thought would be persuasive in the best possible way. But they ended up voting on the economy, and that economic pedigree was just too strong.”
AAPC Recognizes Top Operatives of the Cycle
Top Ops class of 2024
AAPC debuted our newest awards program, the Top Ops [ [link removed] ] , honoring five standout Republicans and five Democrats [ [link removed] ] for their innovation, impact and dedication in their work with campaigns, committees, and PACs.
Curious what it takes to be a Top Op? We caught up with Democratic honoree Lauren Brenzel, Campaign Director for Yes on 4 - Floridians Protecting Freedom, who shared how voter connections drove her campaign’s success.
“I knew we were breaking through when voters started sharing stories they’d seen on TV,” she said. By sticking to the core message—ending Florida’s extreme abortion ban—her campaign avoided partisan politics and secured 57% of the vote in a Republican +12 electorate.
Republican honoree Janiyah Thomas, Black Media Director on the Trump presidential campaign, said her campaign’s strategy was all about meeting voters where they were, “I made a strategic decision to place surrogates on both traditional and non-traditional media platforms, particularly those that reach key audiences,” she said. “I focused on amplifying the message through Black media, both mainstream and niche platforms, as well as leveraging newer channels like content creators and podcasters who have a direct, authentic connection with younger, diverse voters.”
Learn more about AAPC’s Top Ops Awards and meet the full class of 2024 here [ [link removed] ] .
California’s New Data Broker Fees and Privacy Rules: What Consultants Need to Know
California's Privacy Protection Agency (CPPA) just made a move that could shake up campaign strategies. Starting January 31, 2025, data brokers will see their registration fee skyrocket from $400 to $6,600. This fee hike, paired with updated data broker regulations, underscores the growing focus on data transparency—and it’s a shift political consultants can’t afford to ignore.
But there’s more coming. The CPPA Board has also greenlit formal rulemaking [ [link removed] ] for new California Consumer Privacy Act (CCPA) regulations. These will target crucial areas like risk assessments, cybersecurity audits, automated decision-making, and broader updates. AAPC is closely monitoring the process and will weigh in to protect the interests of the political consulting community.
For consultants relying on voter data, these changes could mean adapting your approach to stay compliant while maximizing impact. Stay tuned for updates as these rules take shape.
Breaking Records: How $11 Billion in Ad Spend Shaped the 2024 Election
The 2024 election was nothing short of historic—not just for its unprecedented candidates but for the record-breaking ad spend that defined the cycle. In AAPC’s webinar Where the Money Went: A Deep Dive into 2024 Election Ad Spend, AdImpact CEO and AAPC Vice President Kyle Roberts revealed some staggering numbers.
Political ad spending surged by 23% from the 2022 midterms, hitting an eye-popping $11 billion across TV (linear and CTV), digital, and radio. Most of this spending came after Vice President Kamala Harris officially entered the race in July, triggering a wave of fundraising that fueled $7.9 billion in ad spend between July and Election Day.
The presidential race dominated, accounting for 71% of total ad spend ($3.1 billion), with $2.2 billion concentrated in just seven key swing states. The Senate saw record-setting spending too, with six races topping $200 million. Ohio led the way, smashing records with over $500 million spent.
One standout trend? Connected TV (CTV) spending tripled from 2020, reaching $2.3 billion—the fastest-growing platform this cycle. Consultants, take note: CTV is proving to be the must-watch medium for the future of voter outreach.
These numbers don’t just highlight the importance of ad strategy—they show just how high the stakes are when it comes to allocating resources effectively in this increasingly competitive landscape.
Check out the full recorded webinar here. [ [link removed] ]
Fuel the Future of Democracy
Democracy needs champions like you. Join the AAPC Foundation’s Democracy Circle to protect free political speech, empower the next generation of consultants, and strengthen the resilience of our democratic process.
Your support helps safeguard the future of our industry and ensures a vibrant democracy for years to come. Click here [ [link removed] ] to explore the benefits of joining and make a lasting impact today!
Applications Open: Host a Fully Funded Intern!
Invest in the future of political consulting! The AAPC Foundation’s internship program offers fully funded interns to help grow your team while supporting the next generation of industry leaders.
Click here [ [link removed] ] to learn more and apply by December 13, 2024. Together, we can nurture new talent for our industry!
Don't Miss!
• Our latest Podcast episode [ [link removed] ] with Sasha Issenberg on the future of political strategy in an era where traditional rules are upended by misinformation.
• Our December 12th webinar featuring Nathan L. Gonzales for a post-election analysis. Register here. [ [link removed] ]
• Secure your spot at Pollies 25 [ [link removed] ] at the iconic Broadmoor Resort in Colorado Springs! Members enjoy exclusive, early access to a further reduced room rate of just $299 per night, thanks to AAPC’s investment.
• The 2025 Pollie Contest is OPEN! [ [link removed] ] Mark your calendar for the early bird deadline: December 13th.
• Our next podcast episode will feature renowned pollster, Patrick Ruffini, courtesy of the Greater NY Chapter! Have a question for Patrick? Send it to us here [ mailto:[email protected] ] .
Mark your calendars for An Overview of AI Legislation & Regulation Across the US with Oliver Roberts of Holtzman Vogel and Skadden’s Joseph Choe, hosted by The National Law Review and AAPC. Register here! [ [link removed] ]
[[link removed]]
Not a member? Now’s the perfect time to join!
Membership unlocks access to exclusive content, discounted Pollie registration, and complimentary registration to AAPC webinars. Don’t miss out on these valuable opportunities, become a member today! [ [link removed] ]
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The American Association of Political Consultants
1750 Tysons Boulevard, Suite 1500, McLean, VA, 22102
703-245-8020
Copyright © 2024 AAPC, All rights reserved
Update your email preferences here [ [link removed] ] or unsubscribe [ [link removed] ]
It was great to see so many of you at our Election Post-Mortem conference [ [link removed] ] last week and reconnect after a hard fought campaign cycle. This issue includes some of the hot takes shared by the Trump and Harris campaigns at the event along with insights from our Top Ops Award winners. Plus big changes are coming for data use in California and a round up of 2024 Ad spending trends.
Here’s wishing you and yours a happy Thanksgiving holiday!
Cass Awalt
Senior Manager, Membership
P.S. As a reminder, AAPC offices will be closed for Thanksgiving November 28 and 29.
Welcome New/Returning Members this month:
Sydney Beckham (AdImpact), James Blair (Rapid Loop Companies), Hailey Bowman (Mentzer Media Services Inc.), Paul Cordes (Pantind Strategies), Jordan DeGrandpre (Red Beacon Strategies, LLC), David J. Demas (DEMAS Performance Coaching LLC), Lauren Devoll (Numinar Analytics), Timothy Dias (AdImpact), Matthew Dybwad (IQM Corp.), Benjamin Foecke (AGENCY), Marc Fuentes (Caelen Communications), Cowles Gaither (Mercury Analytics), Bharati Ganesh (Change Research), Michael Giannotti (Harbinger), Elena Greer (rank mi vote), Dorothy Miller (American Target Advertising, Inc.), Peggy Kennedy (American Target Advertising, Inc.), Kimberly Linan (TelevisaUnivision), Roger Lee (Precision Politics), Regen Langholz (The University of Washington), Sean Mahoney (Win Blue Strategies), Michael Mueller (Paramount Global), Parisa Roohafzaii (Mercury Analytics), Patrick Wohl (Wiley Rein LLP), Seth Tanner (Amplify Power), Ray McNally (McNally Temple Associates, Inc.), Ariel Trueba (Trueba Consulting), Blake Moncur (Aristotle), Kelsey Hinchliffe (Mentzer Media Services Inc.), Nadir Perez (Ven Vamos Strategies), Michael Schader (AdImpact), Nancy Zdunkewicz (Z to A Research), Minita Surti (AdImpact), Aris McMahon (Advantage, Inc.), Johanna Persing (K2 & Co.), Ray Van Iterson (United States Postal Service), Paul Del Signore (United States Postal Service), Leslie MacCallum (Undertone), Kathy Whitlock (TelevisaUnivision), Michael Robbe (Palmetto Political Advisors), Gabby Saunders (In The Field, LLC DBA Black Peak), Hayden Richardson (In The Field, LLC DBA Black Peak), Michelle Mayorga (GBAO), Olivia Wodogaza (AdImpact), Jaden Persaud (Pennsylvania State University), Chelsea Thompson (K2 & Company), Michael Russell (Congressman Glenn "GT" Thompson), and Shane Vicry (Aristotle).
In This Edition
• Lessons From the Trump and Harris Campaigns
• AAPC Recognizes Top Operatives of the Cycle
• California's New Data Broker Fees and Privacy Rules
• Ad Spending in the 2024 Election
• AAPC Foundation Empowers Democracy
• Don’t miss…
Lessons from the Trump and Harris Campaigns
At AAPC’s 2024 Election Post-Mortem, the Trump and Harris campaigns pulled back the curtain on their approaches to voter engagement—and some of the lessons they’re taking into the future.
Trump’s Precision Play
The Trump campaign focused on hyper-personalized outreach to high-impact, low-propensity voters—those often missed by traditional methods. Tim Saylor of Grassroots Targeting emphasized their strategy of filling "contact gaps" by prioritizing quality over quantity. The team leaned into direct mail, digital targeting, and door knocking, reshaping their electorate through intentional, data-driven efforts.
“If you don’t talk to people, they don’t vote,” said James Blair, incoming Deputy Chief of Staff and Political Director for the Trump campaign. “Collecting voters into our contact programs was simple in theory but hard to execute—and it worked.”
Harris' Broad Push
Vice President Kamala Harris’ campaign, with a bigger war chest but only 107 days, went wider. From saturating digital and OTT advertising to maintaining an omnipresent media presence, their focus was on persuadable voters. Yet, consultant Terrance Green reflected, “We went for the shiny objects… to the detriment of our base.” Balancing persuasion with shoring up your foundation is critical, especially in tight races.
Takeaway for Consultants
Both campaigns delivered insights for consultants: precision targeting can redefine a voter base, while broad resource-heavy strategies must not overlook loyal supporters. As Harris pollster Jef Pollock put it, “In the first week (after Harris became the nominee), you saw a dramatic shift, in particular with three key groups that were key groups from July through the election, which is young people, African Americans, and Hispanic voters. And all three of those groups shifted dramatically over time, in particular away from third party and that narrowed the race. At the end of the day, we didn't win the number that we needed to. Lots of efforts were made to do so and to communicate to those voters in a way that we thought would be persuasive in the best possible way. But they ended up voting on the economy, and that economic pedigree was just too strong.”
AAPC Recognizes Top Operatives of the Cycle
Top Ops class of 2024
AAPC debuted our newest awards program, the Top Ops [ [link removed] ] , honoring five standout Republicans and five Democrats [ [link removed] ] for their innovation, impact and dedication in their work with campaigns, committees, and PACs.
Curious what it takes to be a Top Op? We caught up with Democratic honoree Lauren Brenzel, Campaign Director for Yes on 4 - Floridians Protecting Freedom, who shared how voter connections drove her campaign’s success.
“I knew we were breaking through when voters started sharing stories they’d seen on TV,” she said. By sticking to the core message—ending Florida’s extreme abortion ban—her campaign avoided partisan politics and secured 57% of the vote in a Republican +12 electorate.
Republican honoree Janiyah Thomas, Black Media Director on the Trump presidential campaign, said her campaign’s strategy was all about meeting voters where they were, “I made a strategic decision to place surrogates on both traditional and non-traditional media platforms, particularly those that reach key audiences,” she said. “I focused on amplifying the message through Black media, both mainstream and niche platforms, as well as leveraging newer channels like content creators and podcasters who have a direct, authentic connection with younger, diverse voters.”
Learn more about AAPC’s Top Ops Awards and meet the full class of 2024 here [ [link removed] ] .
California’s New Data Broker Fees and Privacy Rules: What Consultants Need to Know
California's Privacy Protection Agency (CPPA) just made a move that could shake up campaign strategies. Starting January 31, 2025, data brokers will see their registration fee skyrocket from $400 to $6,600. This fee hike, paired with updated data broker regulations, underscores the growing focus on data transparency—and it’s a shift political consultants can’t afford to ignore.
But there’s more coming. The CPPA Board has also greenlit formal rulemaking [ [link removed] ] for new California Consumer Privacy Act (CCPA) regulations. These will target crucial areas like risk assessments, cybersecurity audits, automated decision-making, and broader updates. AAPC is closely monitoring the process and will weigh in to protect the interests of the political consulting community.
For consultants relying on voter data, these changes could mean adapting your approach to stay compliant while maximizing impact. Stay tuned for updates as these rules take shape.
Breaking Records: How $11 Billion in Ad Spend Shaped the 2024 Election
The 2024 election was nothing short of historic—not just for its unprecedented candidates but for the record-breaking ad spend that defined the cycle. In AAPC’s webinar Where the Money Went: A Deep Dive into 2024 Election Ad Spend, AdImpact CEO and AAPC Vice President Kyle Roberts revealed some staggering numbers.
Political ad spending surged by 23% from the 2022 midterms, hitting an eye-popping $11 billion across TV (linear and CTV), digital, and radio. Most of this spending came after Vice President Kamala Harris officially entered the race in July, triggering a wave of fundraising that fueled $7.9 billion in ad spend between July and Election Day.
The presidential race dominated, accounting for 71% of total ad spend ($3.1 billion), with $2.2 billion concentrated in just seven key swing states. The Senate saw record-setting spending too, with six races topping $200 million. Ohio led the way, smashing records with over $500 million spent.
One standout trend? Connected TV (CTV) spending tripled from 2020, reaching $2.3 billion—the fastest-growing platform this cycle. Consultants, take note: CTV is proving to be the must-watch medium for the future of voter outreach.
These numbers don’t just highlight the importance of ad strategy—they show just how high the stakes are when it comes to allocating resources effectively in this increasingly competitive landscape.
Check out the full recorded webinar here. [ [link removed] ]
Fuel the Future of Democracy
Democracy needs champions like you. Join the AAPC Foundation’s Democracy Circle to protect free political speech, empower the next generation of consultants, and strengthen the resilience of our democratic process.
Your support helps safeguard the future of our industry and ensures a vibrant democracy for years to come. Click here [ [link removed] ] to explore the benefits of joining and make a lasting impact today!
Applications Open: Host a Fully Funded Intern!
Invest in the future of political consulting! The AAPC Foundation’s internship program offers fully funded interns to help grow your team while supporting the next generation of industry leaders.
Click here [ [link removed] ] to learn more and apply by December 13, 2024. Together, we can nurture new talent for our industry!
Don't Miss!
• Our latest Podcast episode [ [link removed] ] with Sasha Issenberg on the future of political strategy in an era where traditional rules are upended by misinformation.
• Our December 12th webinar featuring Nathan L. Gonzales for a post-election analysis. Register here. [ [link removed] ]
• Secure your spot at Pollies 25 [ [link removed] ] at the iconic Broadmoor Resort in Colorado Springs! Members enjoy exclusive, early access to a further reduced room rate of just $299 per night, thanks to AAPC’s investment.
• The 2025 Pollie Contest is OPEN! [ [link removed] ] Mark your calendar for the early bird deadline: December 13th.
• Our next podcast episode will feature renowned pollster, Patrick Ruffini, courtesy of the Greater NY Chapter! Have a question for Patrick? Send it to us here [ mailto:[email protected] ] .
Mark your calendars for An Overview of AI Legislation & Regulation Across the US with Oliver Roberts of Holtzman Vogel and Skadden’s Joseph Choe, hosted by The National Law Review and AAPC. Register here! [ [link removed] ]
[[link removed]]
Not a member? Now’s the perfect time to join!
Membership unlocks access to exclusive content, discounted Pollie registration, and complimentary registration to AAPC webinars. Don’t miss out on these valuable opportunities, become a member today! [ [link removed] ]
[[link removed]]
[[link removed]]
[[link removed]]
Update your email preferences here [ [link removed] ] or unsubscribe [ [link removed] ]
The American Association of Political Consultants
1750 Tysons Boulevard, Suite 1500, McLean, VA, 22102
703-245-8020
Copyright © 2024 AAPC, All rights reserved
Update your email preferences here [ [link removed] ] or unsubscribe [ [link removed] ]
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- Sender: American Association of Political Consultants
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