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Vivek Ramaswamy Shifts Campaign Strategy, Abandons TV Advertising in Bid for Iowa Caucus

Vivek Ramaswamy bucks the trend by abandoning TV advertising, deeming it ineffective and costly. His campaign adopts a targeted approach, emphasizing door knocking, digital ads, and mail campaigns as the Iowa Caucus approaches. Will this unconventional strategy prove successful in a landscape dominated by traditional TV ads?

Vivek Ramaswamy maintains he has a “legitimate shot at winning the Iowa caucus,” even as he lags far behind Donald Trump, Ron DeSantis and Nikki Haley in polls. | Charlie Neibergall/AP

Des Moines, IA — Vivek Ramaswamy, a contender in the Iowa Caucus, is disrupting conventional campaign strategies by abandoning broadcast television advertising, labeling it “for chumps.” Despite having poured $4.6 million into advertising earlier in the year, Ramaswamy has ceased spending on TV ads, emphasizing the method’s high cost with minimal measurable results.

A Strategic Shift

In an interview with POLITICO, Ramaswamy expressed confidence in his campaign’s unconventional approach, stating that most TV advertisers are likely wasting their money. The move away from broadcast television is often viewed as a red flag for campaigns, but Ramaswamy insists his team has identified more effective avenues for reaching voters.

Targeted Approach

Ramaswamy’s campaign is pivoting to a “targeted approach,” focusing on door knocking, digital and streaming ads, and mail campaigns. He believes this shift will yield higher returns on investment and is confident in securing significant caucus commitments from non-traditional or first-time caucus-goers.

A Legitimate Shot in Iowa

Despite trailing behind heavyweights like former President Donald Trump, Florida Gov. Ron DeSantis, and former South Carolina Gov. Nikki Haley in polls, Ramaswamy believes he has a “legitimate shot at winning the Iowa caucus.” While acknowledging the spending dynamics of his rivals, Ramaswamy asserts that recent race dynamics have been largely unrelated to the expenditure on television ads.

Trump’s Prediction

Following news of Ramaswamy’s departure from TV advertising, former President Trump took to his social media platform, TruthSocial, predicting that Ramaswamy would eventually endorse him. However, Ramaswamy affirmed his commitment to his campaign, stating that he will offer his “full endorsement” to Trump if he becomes the nominee, expecting the same in return.

Changing Landscape

While Trump’s rivals and their super PACs continue to invest heavily in TV advertising, Ramaswamy’s strategic shift challenges the traditional campaign playbook. The Iowa Caucus on January 15 will be a testing ground for his unconventional approach, and observers are keen to see if it delivers the promised results.

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