Vivek Ramaswamy, an Indian-American entrepreneur vying for the Republican Party’s presidential nomination, has adjusted his campaign strategy ahead of the Iowa caucuses. The decision to halt cable TV ad spending was confirmed by a campaign official on Tuesday, emphasizing a shift towards alternative means of voter outreach.
Tricia McLaughlin, a campaign spokesperson, clarified that the overall advertising budget remains unchanged. Rather than traditional TV ads, the campaign aims to leverage approaches like addressable advertising, mail, text, live calls, and door-to-door communication, emphasizing a data-driven strategy.
This strategic shift comes amid a substantial investment in TV ads, with approximately $1 million booked for Iowa last month. Despite significant spending and numerous campaign events, Ramaswamy has struggled to gain traction in Iowa, currently polling below 10%. His nationwide support among Republicans has dwindled since September, reaching a new low in national polls.
In addition to these challenges, Ramaswamy has incorporated right-wing conspiracy theories into his campaign rhetoric, asserting the Capitol assault as an “inside job,” alleging election rigging by “big tech,” and suggesting the “great replacement theory” as a Democratic agenda.
While the campaign faces hurdles, McLaughlin revealed plans to continue online TV advertising through platforms like YouTube TV, adapting to the evolving landscape in pursuit of a more impactful voter engagement strategy.
