Liberal Super PAC Shifts its Entire Focus to Digital
Priorities USA, a major liberal super PAC, announced that it will be shifting away from running TV advertisements for the 2024 election cycle, and instead focus on developing a digital political strategy. The group plans to spend $75 million on digital activities, such as communications, research and infrastructure, with more than half of the funding going towards supporting President Biden’s re-election efforts and other Democrats’ campaigns. The decision reflects a broad shift in media consumption trends, with audiences moving away from traditional broadcast outlets towards online platforms, and highlights the increasing role big-money groups play in shaping campaigns and American politics.
Liberal Super PAC Shifts Strategy for the 2024 Election Cycle
Leading liberal super PAC, Priorities USA, announced a strategic shift towards digital operations, forgoing television ads for the 2024 election cycle. The move signifies a transition to a comprehensive communications, research, and training platform for Democrats. This decision reflects a changing media landscape which sees consumers moving from traditional media to fragmented digital platforms.
According to the group’s executive director, Danielle Butterfield, the rapid evolution of the internet requires consistent adaptation by campaign strategies. The organization intends to spend $75 million on digital communications, research, and infrastructure in the upcoming year.
Butterfield stated that over half of this budget will directly support President Biden’s re-election efforts and other Democratic campaigns. This plan also includes “embedded experiments” to monitor campaign response and effectiveness.
Priorities USA Embraces Social Media and Influencer Outreach
In their digital strategy, Priorities USA is developing partnerships with influencers and content creators to distribute campaign messages on platforms like TikTok. Additionally, the group is working on “contextual targeting” to deliver voter-specific ads. Priorities USA also operates a nonprofit arm for litigation and voter protection work.
Eric Wilson, founder of the Center for Campaign Innovation, commented on the super PAC’s digital focus, stating that this adaptation exemplifies the growing importance of content creation and digital platforms in campaigns. Despite the broad reach of TV ads, Wilson emphasized the increasing cost-effectiveness of digital strategies.
History and Expansion of Priorities USA
Established in 2011, Priorities USA has backed major Democratic campaigns, including Barack Obama’s 2012 re-election, Hillary Clinton’s 2016 run, and Joe Biden’s 2020 campaign. With significant funding from Democratic donors, the group has expanded in recent years, providing digital training and ad tracking services for strategists. Outside of presidential campaigns, the group also supports Senate campaigns and state elections.
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