Newsom and Elder target recall notices in 2 different California
As the California recall election rages on, millions of dollars in campaigns are pouring into online ads on Google and its popular video site, YouTube.
According to data released by Google, over $ 3.6 million has been spent on reminder advertising on the sites. A fundraising group organized to defend Democratic Governor Gavin Newsom is making up the bulk of that spending after investing $ 3.03 million in advertisements urging voters to decline the recall.
Newsom’s opponents include conservative radio talk show host Larry Elder. As Elder’s campaign gained momentum, he invested over $ 400,000 in Google and YouTube advertising.
Almost two-thirds of the ads from groups that support Newsom or Elder were only shown to users with certain zip codes. Stop the Republican Recall of Governor Newsom has advertised primarily on the coast in densely populated Democratic strongholds, while Elder’s campaign committee has chosen inland areas where Republicans are more common.
An analysis by the Times of the Google Transparency Report records from January 1 to August 31 shows that the rival camps are using the company’s extensive collection of user data to uncover areas they believe are keys to victory.
The result is two different campaigns, mostly aimed at two different Californias.
There is some overlap, however. Both campaigns will target Irvine in Orange County, South Los Angeles, and the Eastern Bay Area. These areas were democratic in the 2020 election, but Elder hopes his background will help him gain support.
In a video ad, Elder, who graduated from Crenshaw High School in 1970, talks about his upbringing in South Los Angeles and his way to an Ivy League university – and how he believes the pipeline is gone because of “quality of schools “rejected.”
He advocates alternatives to public schools, such as charters and vouchers, which he believes would “give parents an option”.
Many of the Republican talk show host’s targeted ads also promise lower taxes, accuse Newsom of corruption, and share Elder’s desire to “bring back the California dream.”
Newsom’s defense lawyers run targeted ads in both English and Spanish. In a video ad, which appeared in both languages, the spokesperson informed users of the websites that this election was “a matter of life and death”.
The narrator praises the governor’s handling of the pandemic, then says that Elder would end mask and vaccine mandates.
Other targeted ads for Newsom urge voters to oppose the “Republican recall” and highlight its record on employment, homelessness and the environment.
As Election Day approaches, both campaigns have increased the number of ads they run on Google and YouTube, although more ads don’t necessarily mean bigger audiences – or more spend. Ads on the websites vary in price and reach depending on the intricacies of the Google system. Newsom supporters are buying more expensive video ads, while Elder’s campaign has favored cheaper text and image ads.
Although Newsom and Elder’s ads on Google’s websites are only a fraction of the $ 110 million raised by campaigning in the recall election, targeted internet advertising shows how technology enables strategists to reduce the political divide in California to master.
Learn more about the race in the Times Recall Guide.
August 24, 2021 | 11:22 am
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