Vivek Ramaswamy’s Unconventional Campaign Strategy: Shifting Focus from TV Ads to Data-Driven Approach

Vivek Ramaswamy, a candidate vying for the 2024 Republican nomination, has taken an unconventional approach to his campaign by refraining from running television advertisements in early contest states, Iowa, and New Hampshire. Instead, he has criticized the spending on presidential TV ads, calling it “idiotic” and stating that they have a low return on investment (ROI). Ramaswamy’s campaign has focused on using data to target potential voters through addressable advertising, mail, text, live calls, and door-to-door communication.

This decision has raised concerns as the Iowa caucuses and New Hampshire primary are approaching, with less than 30 days remaining. However, Ramaswamy remains optimistic, stating that he will “need to be on TV in Iowa, New Hampshire, in the early states, and Nevada and elsewhere to compete.”

Ramaswamy’s campaign has been targeting younger audiences, who may consume ads on social media platforms rather than traditional television. The candidate has made a significant effort to engage with young people, including campaigning on college campuses, hosting open bars, and participating in TikToks and podcast interviews.

Despite his recent rhetoric, Ramaswamy’s campaign has spent a considerable amount on advertising in Iowa and New Hampshire, with a total of $1,865,039 and $1,307,402, respectively. The majority of the funds have come from Ramaswamy’s personal wealth.

In comparison, other GOP contenders have spent more on advertising in these states. Nikki Haley’s campaign has outspent others in Iowa, with $4,512,174, while Trump trails with $4,227,139 and DeSantis has spent $2,697,241. In New Hampshire, DeSantis has only spent $896 on digital ads, and Haley has spent $3,174,102. Trump’s campaign has spent $2,911,808.

Ramaswamy’s decision to focus on data-driven targeting rather than traditional TV ads has been met with mixed reactions. Some believe that he needs to return to TV advertising to reach older audiences, while others appreciate his innovative approach.

A Cambridge University study published in 2021 found that the primary impact of political television advertising is persuading voters by providing information rather than mobilizing them to vote. The study suggests that because voters are more familiar with presidential candidates, the likelihood of being persuaded by TV ads is higher for down-ballot candidates than for presidential candidates.

As the 2024 election approaches, Ramaswamy’s unconventional campaign strategy will be closely watched to determine its effectiveness in reaching voters and securing support.