冰球迷、《亚特兰大真实主妇》观众和 Cracker Barrel 食客有什么共同点？
What do hockey fans, “Real Housewives of Atlanta” viewers and Cracker Barrel diners have in common?
今年秋天，他们都是参议院竞选活动在 Facebook 和 Instagram 上投放广告的目标受众。但两党追逐的受众截然不同，原因也大相径庭。
This fall, they are all targets of Senate campaigns advertising on Facebook and Instagram. But the two parties are chasing very different audiences, for very different reasons.
根据 MS NOW 对九场最具竞争力的参议院竞选中 Meta 广告数据的分析，从阿拉斯加到缅因州的共和党竞选活动，很大程度上都在使用同一份广泛受欢迎的兴趣清单——从 NFL 球迷、福特卡车车主到 Joe Rogan 听众——并主要利用这些广告说服选民。民主党则采取高度本地化策略，按州量身定制目标受众，主要利用广告筹集资金。
Republican campaigns from Alaska to Maine are largely working off the same list of broadly popular interests, from NFL fans to Ford truck drivers to Joe Rogan listeners, and using those ads mainly to persuade voters. Democrats are going hyperlocal, tailoring their targets state by state and using the ads mostly to raise money, according to an MS NOW review of Meta ad data from nine of the most competitive Senate races.
Meta 广告库为许多政治竞选活动公布了“详细定向”清单，显示它们在 Meta 平台上选择触达哪些社群。部分竞选活动将这些清单设为私密，但今年最胶着的参议院竞选中，大约一半候选人将其公开。
Meta’s Ad Library publishes “detailed targeting” lists for many political campaigns, showing which communities on its platforms they have chosen to reach. Some campaigns keep those lists private, but roughly half of the candidates in this year’s closest Senate races have made theirs public.
共和党定向清单的其他常客包括 NASCAR 和 NHL 球迷、猎人、渔民，以及《鲨鱼坦克》和美食频道的观众。在某些情况下，这些清单几乎可以互换：爱荷华州联邦众议员 Ashley Hinson、明尼苏达州联邦众议员 Michele Tafoya 以及缅因州联邦参议员 Susan Collins 使用的清单几乎完全相同。
Other staples of GOP targeting lists include NASCAR and NHL fans, hunters, fishermen, and viewers of “Shark Tank” and Food Network. In some cases, the lists are nearly interchangeable: Reps. Ashley Hinson in Iowa and Michele Tafoya in Minnesota as well as Sen. Susan Collins in Maine all use almost identical ones.
堪萨斯州联邦参议员 Roger Marshall 和阿拉斯加州联邦参议员 Dan Sullivan 只是做了一些微调，例如用“鹿狩猎”代替“鸭狩猎”，或用“育儿”代替“在家教育”，但除此之外，他们无论在地理位置如何，都在撒下同一张大网。
Sens. Roger Marshall of Kansas and Dan Sullivan of Alaska are making small substitutions, such as “deer hunting” instead of “duck hunting” or “parenting” instead of “homeschooling,” but they otherwise are casting the same broad net regardless of geography.
Sullivan、Marshall、Hinson、Collins 和 Tafoya 的竞选团队均未就其定向清单的选择方式置评请求作出回应。
The Sullivan, Marshall, Hinson, Collins and Tafoya campaigns did not respond to requests for comment on how their targeting lists were chosen.
民主党采取了不同的方法。他们的清单往往高度本地化，针对各候选人的州量身定制，尽管有几位候选人都偏好博物馆观众和 NPR 听众。
Democrats are taking a different approach. Their lists tend to be highly localized and tailored to each candidate’s state, though several share an affinity with museumgoers and NPR listeners.
例如，密歇根州候选人阿卜杜勒·埃尔-萨耶德将目标锁定在对中东美食和巴勒斯坦感兴趣的人群，这很可能是因为该州拥有相当规模的穆斯林少数群体。安妮·安德鲁斯在共和党铁票仓南卡罗来纳州的竞选出奇地胶着，她瞄准的是南方版《真实主妇》系列节目的粉丝，包括《亚特兰大真实主妇》和《迈阿密真实主妇》。
Michigan candidate Abdul El-Sayed, for example, is targeting those interested in Middle Eastern cuisine and Palestine, likely owing to the state’s significant Muslim minority. Annie Andrews, who is running a surprisingly close race in the Republican stronghold of South Carolina, is after fans of the southern “Real Housewives” franchises, including Atlanta and Miami.
在缅因州，特洛伊·杰克逊向对堆肥和可持续发展感兴趣的用户投放广告；根据环境保护局数据，缅因州人均堆肥量全美排名第二。新罕布什尔州众议员克里斯·帕帕斯则将目标对准了巴塔哥尼亚服装穿着者和本杰瑞冰淇淋顾客；这两个品牌在“花岗岩州”都很受欢迎，那里徒步文化盛行，冰淇淋消费量也很高。
In Maine, Troy Jackson is advertising to users interested in composting and sustainability; Mainers rank second in compost per capita, according to Environmental Protection Agency data New Hampshire Rep. Chris Pappas is setting his sights on Patagonia wearers and Ben & Jerry’s customers; both companies are popular in the Granite State, where hiking culture is widespread ice cream consumption is high The split extends to what the ads are for.
这种分歧还延伸到广告内容本身。在拥有公开定向名单的四位民主党参议员候选人中，有三位主要投放筹款广告；而所有拥有公开名单的五位共和党候选人都将支出集中在说服性广告上，旨在为11月大选前争取选民。
Three of the four Democratic Senate candidates with public targeting lists primarily are running fundraising ads, while all five Republican candidates with public lists are focusing their spending on persuasion ads designed to sway voters ahead of November’s election.
民主党战略师迈克·内利斯表示，对民主党而言，逻辑很简单。他有全州范围竞选的经验。他说，竞选团队越来越多地转向Facebook等平台推动筹款，他们的定向名单本质上是他们认为最有可能产生捐赠者的兴趣和受众群体的集合。
For Democrats, the logic is straightforward, said Mike Nellis, a Democratic strategist with experience on statewide campaigns. Campaigns are increasingly turning to platforms like Facebook to drive fundraising, he said, and their targeting lists are essentially collections of interests and audiences they believe are most likely to produce donors.
内利斯说：“许多这类公司只是在想，‘什么能给我撒下最广的网，找到那些会给我的候选人捐款的人？’”共和党远离 Meta 募款平台的转变，发生在几位共和党策略师对 2024 年大选期间 Meta 平台（包括 Facebook）募款互动不足发出警报的两年之后。在 2024 年 2 月接受《Campaigns & Elections》杂志采访时，资深共和党策略师迈克·哈恩称 Facebook 对共和党募款而言已“死”了，并补充说平台上已“没有任何捐赠者了”。
“A lot of these firms are just going, ‘What gives me the widest possible net to find people that are going to give money to my candidate?’”Nellis said. Republicans’ shift away from fundraising on Meta comes two years after several Republican strategists sounded the alarm about the lack of fundraising engagement on Meta platforms during the 2024 election, including Facebook. In a February 2024 interview with Campaigns & Elections magazine longtime Republican strategist Mike Hahn called Facebook “dead” to Republican fundraising, adding that there were not “any donors on the platform anymore.”
内利斯表示，本地化定位“效果极好”，但也“非常昂贵”。这或许能解释为何多个共和党竞选团队依赖完全相同的名单，而非在本州寻找利基受众。
Localized targeting is “incredibly effective,” Nellis said, but it’s also expensive. That may help explain why several Republican campaigns rely on identical lists rather than seeking out niche audiences in their own states.
内利斯说：“如果你是共和党人，你可能会想：‘是啊，我要定位所有在 Cracker Barrel 吃饭的人。’”他补充道：“我确信其中有些竞选团队考虑得更周全，但大概率只是在‘往墙上扔面条，看看能不能粘住’。”
“If you’re a Republican, you might be like, ‘Yeah, I’m gonna target everybody that eats at Cracker Barrel,’” Nellis said. “I’m sure that there are some [campaigns] in here that have more thought to them, but it’s probably just throwing spaghetti against the wall.”The post Hunters, NPR listeners and ‘Real Housewives’ fans: Who Senate campaigns are really trying to reach MS NOW