We are a month away from the Iowa caucuses. How did each of the contenders stack up in November? Check out their latest TV ad performance below!

How were these results compiled?

The data below reflects combined candidate & PAC spend on local broadcast and national cable between 11/1 - 11/30 and is specifically measured against GOP Primary Voters. For simplicity, we use "campaign" to refer to ads run by the combination of each candidate and their supporting PAC. Here are the specific Iowa markets where we measured broadcast spots. 

How are the campaigns performing in Iowa?

Impressions: DeSantis ramped up efforts in Iowa this month. He was consistently reaching GOP Primary Voters with more impressions on a week-to-week basis and ended up totaling 45% more impressions (3.4M) than the next highest (Haley).

Cumulative Reach: As a result, the DeSantis campaign saw a distinct advantage in total reach among GOP Primary Voters in Iowa. He reached 40% of that audience in November, compared to ~33% for the rest of the pack.

Incremental Reach: The lion's share of reach was achieved in just the first few days of November for each campaign, with very little incremental reach after the first week. 

Why does that matter?

In the chart above, we see a distinct early plateau in reach. Either the campaigns stopped spending after Week 1, or they started reaching the same voters over and over again (hint: they didn’t stop spending). For example, GOP Primary Voters who viewed a DeSantis ad were reached an average of 46x over the course of November!

The Big Picture

Zooming out to monthly reach data, all of the campaigns seem to be hitting a consistent ceiling on linear reach. We expect the campaigns to ramp up spending across other channels, primarily CTV, to drive further incremental reach as we approach the primary.

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