Francesca Hong's campaign for the Wisconsin governorship focused on digital advertising and a progressive policy platform but ultimately resulted in a narrow loss to David Crowley. According to ad-tracking service AdImpact, Hong was the only active candidate not to run broadcast television ads during her campaign. Some strategists believe this decision may have cost her crucial voter segments, particularly older voters who tend to watch television.
Crowley, who spent $572,317 on media, including $402,042 on TV ads, had a significant advertising advantage over Hong, who allocated $150,200 to online ads without any spending on broadcast. The Democratic Socialist platform that Hong embraced emphasizes grassroots funding, which may limit advertising budgets compared to traditional candidates.
Strategists suggest that while digital ads can engage younger voters, a lack of broadcast presence may have alienated older demographics. Travis Ridout from the Wesleyan Media Project noted that integrated campaigns combining various advertising mediums are often more effective in statewide races. Exit polls indicated that Hong performed well in college towns and some rural areas, but her absence from broadcast ads likely hindered her outreach to older voters, who are crucial for turnout.
Neither campaign provided comments for this report.