Politics are a tricky thing. They can make for awkward conversation around the dinner table at home, water cooler at work, and social media around the world. Some folks find it best to avoid talking politics altogether. 

At 4C, we’re obliged to jump into the conversation as our TV and social data offers unparalleled insights into the minds of the electorate. From the EU Referendum last month to the US Presidential race going on now, TV and social media have given us a unique perspective on the sentiment of political parties, candidates, and voters.

For marketers, politics can be quite tricky as well. Do you attach your brand to key figures and issues? And for the candidates themselves, how do you set up systems to ingest and activate all this rich data when the infrastructure is only temporary and likely to be dismantled immediately following election day? 

TV has long been the medium that moves the needle in politics. From Martin Luther King’s “I have a Dream” speech to Ronald Reagan’s “Morning in America” ad, the sight, sound, motion, and scale of television has moved the masses.

2004 was the first year social media really played a role in the US Presidential election when Howard Dean used it to fuel his rise and, ultimately, brought him down by amplifying his scream. In 2008, Barack Obama rode a social media hub-and-spoke strategy all the way to the White House, where he remained for 8 years. In 2011, our founder Alok Choudhary did extensive research showing the impact of social media in the Egyptian Revolution. 

Now I’m not one for making predictions – although our Republican National Convention Impact Report shows Trump made great strides with the popular vote – but I will predict that 2016 is the year TV and social media come together to not only help a candidate win an election through strategies like Political TV Synced Ads but continue to support a legislative agenda throughout the term of presidency. 

Keep your fingers on the pulse of the election though 4C’s Insights and check back in next week when we revisit our data following the Democratic National Convention.

Read the rest of 4C’s Insights Volume 16 here.

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