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Friends -

It’s no secret that I’m running in one of the country’s most competitive Senate races. Instead of a House district, I’ll be running across the whole state — that’s 9.5 hours from the southeastern most area to the northwestern edge of the state, filled with 10 million new voters to meet.

In order to introduce myself, we know we have to communicate early. This is when media markets really start to matter: Instead of the 3 media markets (Lansing, Detroit, and Flint) we were buying ads in during my House race last year, we now have 11 media markets across Michigan to consider.

In 2022, we spent $8 million on TV in those 3 media markets. Which means in 2024 we are going to have to spend much more than that to introduce myself to get my message out across the entire state.

And before you ask, yes, of course we’ll also knock on doors, and do digital ads and lots of other creative advertising — but TV is still the lead way to communicate in our state. So, like any good planner, I’m starting early.

If you’re willing, I’d love it if you’d help us by pitching in to help us prepare to run the largest TV advertising campaign we’ve ever run.

DONATE: [link removed]

This early money helps us buy TV advertising early, when you get a better rate — rather than waiting till right before the election when the TV stations are happy to charge you double or even triple. If you care to REALLY understand the details, let me break this down a little further.

The reach of a TV ad is measured in gross ratings points (GRP): ads need to reach about 1200-1500 points to really make a mark. And the cost of TV is measured in cost per point — a cost that can go up exponentially as we approach the election. Ad pricing is all supply and demand, so the more demand there is for air time, the more ads cost.

In our last race, we estimated that the cost of TV in Detroit could get as high as $440 per point, and Lansing could go up to $150 per point. But by the time we got to the final week of that race our budget nearly doubled due to demand for the air time.

That was without a Presidential election in the mix, so you can imagine this year the cost is going to skyrocket.

I know I said it before but it bears repeating, this is going to be the most competitive Senate race in the country — and the results are going to be close. Our path to victory requires getting on TV early and staying on as long as we can.

So today, I’m asking if you will chip in and help us begin building up and planning our TV budget for this race. Early planning like this could be the difference between victory and defeat next November and I really appreciate you giving early.

DONATE: [link removed]

Thank you,

Elissa
 


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