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Was Donald Trump Super-Savvy With His Ad Dollars?

As RBR + TVBR has reported, Hillary Clinton was the clear winner when it came to the total spending on political advertising at both spot radio and spot television during the 2016 presidential campaign.

Yet, Donald Trump was elected president.

Does this mean that political advertising is no longer effective in an age of social media, and in an environment where mail boxes continue to get littered with campaign advertising delivered to the home?

Not at all, says TVB President/CEO Steve Lanzano.

In the first of a two-part interview with RBR + TVBR, Lanzano shares some revealing conclusions on political spending from the winning and losing presidential candidates.

His biggest conclusion: The Trump campaign was masterful at buying local spot advertising in key markets.

“It was obviously a unique election, and historical in how unique it was,” Lanzano says.

On one side of the ticket was a reality TV star, who benefited from $5 billion worth of “earned media,” he adds.

On the other side of the ticket was a candidate who was highly unfavorable and, as Lanzano refers to Hillary Clinton, a “perfect foil” for Trump.

As each campaign came closer to Election Day, the Clinton camp “thought they had it wrapped up,” Lanzano says.

Read the entire article here.