|Three of the top five political Facebook Ad spenders from the past week are outside groups – many of the groups in our top five this week are making repeat appearances. Early in the general election, these groups are benefiting from the void left by General Assembly campaigns, paying less per impression than they will later in the election when they’re bidding with many more campaigns and organizations for the same impressions. How are they filling in the void? Let’s take a look.
Progress Virginia spent over $11,000 this week on Facebook ads, earning a place at the top of our Facebook Ad buyers for the fourth week in a row. Their website describes the organization as a progressive advocacy group working year-round to build a stronger progressive movement in Virginia.
This week, they promoted 15-second videos about issues like paid family leave and education funding targeted primarily at women in Virginia. The ad’s sign up link directed viewers to an email signup link, allowing Progress Virginia to expand its list of supporters to ask for donations and to take advocacy actions.
Another big spender this week was the Virginia League of Conservation Voters, running a series of ads promoting their 2019 “Conservation Scorecard,” directing users to a generic website where they can look up the rating of their Delegate or Senator.
Finally, the Campaign for a Family Friendly Economy Virginia ran ads similar to Progress Virginia, featuring paid family leave as a key issue and targeting those ads almost exclusively to women. However, while Progress Virginia featured 15-second videos, Family Friendly Economy Virginia is promoting a static graphic. These ads also redirect to an email signup link that allows the organization to build its lists for fundraising and mobilization.
While these outside groups are benefiting from a cheaper market for impressions right now, they won’t be alone for much longer. Campaigns and other outside groups will start buying up more and more impressions as Election Day grows closer, including NextGen America, which the Washington Post reports is planning to spend $1 million in Virginia across 11 GOP-held districts in the fight to take back the House.