Hey John,

As Kevin McCarthy’s #1 target, the attacks against Josh are coming nonstop. In the past, they’ve spent millions against us - and look how nasty it got:

So today I’m going to explain our TV strategy and if you can chip in anything you can to help us prepare to fight back with our first ad, I’ll leave a link here.

Here’s why TV ads are so important:

As annoying as TV ads can be, the data shows they are one of the most effective tools we have for communicating with persuadable voters. Even with more people turning to streaming platforms, traditional TV is still king. Interestingly, this is especially true for the all-important swing voters.

But TV ads can also be tricky. First, you have to have the right message. You only have 30 seconds to make an impact on the voters - it has to be memorable and strike just the right tone on the right issue. We go through hundreds of ideas before we land on the perfect script. FWIW that’s why you see such insane negative ads, they only have 30 seconds to grab your attention and scare you into voting.

Once you have the script, then you need to hire an entire film crew to shoot, edit and produce the ad. It’s a ton of work.

On top of it all, TV ads are incredibly expensive, especially for us here in the Valley. We’re in the Sacramento media market which is one of the most expensive media markets in the country.

Now let’s do some math:

In order for an ad to be memorable it needs to be viewed consistently. If you only see an ad once, you probably won’t remember it. The metric we use for this is “points”. It normally takes about 1000 points for a person to see an ad enough to remember it.

In our district, it costs $565 for 1 pt of television or $565,000 for 1,000 pts. Yep that’s right, it costs half a million dollars to run an effective ad here.

Josh doesn’t have Super PACs or special interests to accomplish all of this. He only has real supporters like you, John. That’s why we’re counting on your support.

Can you please rush in a donation right now so we can fight back with new ads and everything we’ve got to keep this seat blue? We can’t lose to the MAGA extremists.

We couldn’t do this without you,

Martin Glusker
Finance Director, Josh Harder