When I’m up in the wee hours1, I tend not to watch television, but that’s just me.
The Obama campaign is the first to use a long-form infomercial during the 2008 presidential campaign. If you hadn’t noticed, that may have been because the nearly 30-minute program aired at 1:30 a.m. Sunday on ION Television.
“This was one more effective way for us to communicate with folks who may not normally see other communications we have with voters who are paying closer attention to the race.,” the campaign said in a statement.
The mostly biographical 28-minute, 30-second program included scenes of the Illinois senator’s keynote speech to the 2004 Democratic National Convention as well as scenes from other campaign appearances along with background about Mr. Obama and frequent call-in numbers.
“It is a first. I guess they are going after the insomniac vote,” said Evan Tracey, chief operating officer of TNS Media Intelligence’s Campaign Media Analysis Group. He said the unusual airing time in fact appears to allow the campaign to test the effectiveness of the infomercial format without spending much.
Political advertising seeks viewership, and especially viewership that isn’t competed over by political rivals.Footnotes:
- which unfortunately happens more than it should [↩]