NEW DELHI: In a surprising turn of events, the Republican Party’s possible presidential candidate, Vivek Ramaswamy, has decided to halt spending on cable TV advertisements just weeks before the crucial Iowa caucuses.
Campaign spokesperson, Tricia McLaughlin, clarified that the campaign was not reducing its overall advertising budget but opting for alternate methods that promise a “higher ROI”.
Earlier, multiple reports by NBC News had indicated a complete cessation of TV ad spend by Ramaswamy’s campaign. McLaughlin defended the move, stating, “We are focused on bringing out the voters we’ve identified — the best way to reach them is using addressable advertising — mail, text, live calls, and doors — to communicate with our voters. We’re just following the data.”
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Ramaswamy’s spokesperson also highlighted that a staggering $190 million had already been spent across the board with minimal impact on the polls. She added that the campaign’s pivot reflects a strategic shift based on data analytics to maximise efficiency and impact.
This move marks a significant departure from Ramaswamy’s prior approach, where the campaign had invested heavily in TV ads.
In November alone, his campaign allocated about $1 million for TV ads in Iowa. The amount is almost double the combined spending of October from the campaign and a super Political Action Committee (PAC).
Despite substantial financial investments and frequent campaign events, Ramaswamy has struggled to gain traction in Iowa, polling at less than 10 per cent. His national support among Republicans has been steadily declining since September, reaching a new low in recent polls.
The Indian-American presidential candidate’s unconventional approach, including the promotion of right-wing conspiracy theories, has likely contributed to his challenges.
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McLaughlin confirmed that the campaign will continue running ads through online TV services like YouTube TV, adapting to changing media consumption habits.