2018 Mid Term Elections Insight in Political Voice Over in Advertising

Looking back over the 2018 mid-term elections, political advertising was significant in that the overall spend reached its highest ever proportions for mid-term campaigns. $1 billion was paid out to sway public opinion to one side of the electoral debate or the other. From the view of a female political voice over artist, the insight from my particular lens was different than most.

First of note was how the disbursement of monies was divided. Of course, there were certain allocations for posters and billboards and events. As I am hired to voice ads for video and audio, I found it insightful to note that broadcast campaign coverage was spread over the creation (and dissemination) of television, radio and web ads with the media-buy split into approximate thirds. Political social media advertising gained more ground than in past media-buy allocations, with both radio and television experiencing slight losses in percentages.

2018 saw significant increases of the use of female voice over artists. Not only as counterpoint to male candidates, or to soften the blow of attack ads, as was brought forth in past recent electoral movements. Although those tactics continued to be seen and heard widespread this past season. While women may not be heading to Washington in numbers equal to male counterparts, they are well represented among voting constituents. Using an intelligent, approachable female to vocally frame a male candidate brings more than balance to the music or representation of the ad. Studies show female voices instil credibility and trust in the listener. The subject matter women announcers speak of is subsequently imbued with those aspects. Including the message(s) in the ads themselves.

Attack ads are extremely effective. People may not like them, but reports indicate they are successful in educating voters about opponent shortcomings. To lessen the severity of an attack, creatives hire female political voice over actors. This follows a similar strategy used by NASA in early flight simulators. Recorded instructions were narrated by females. They were seen as less threatening. Astronauts already had enough stress in the flight simulation, the less or non-confrontational voice of a woman made it easier to listen to, accept and follow directions.

I participated in several political advertising strategies employing both male and female voice over actors in the same spot. This back and forth gender volley has the ability to send a powerful message simply in its design. One of equality. That both men and women have a voice regarding the issues important to said candidate. This use of duet occurred in traditional image, attack, and comparison spots, as well as scenario based ads. For example, listening in on overheard dinner party conversations and even a game-night discussion among a mom, dad and brother and sister, both new voters in the family.

A male voice over colleague of mine believed the me too movement had an impact on the increase in the number of female voice overs in the mid-terms. Despite the increase, female voice over is still under-represented in political advertising, so hiring a female voice is an effective strategy for cutting through the same-old, same-old.

A Mid-West campaign I worked on this time around,  paired my voice alongside that of a female incumbent. I liked this choice. Although heard in many other kinds of advertising, rarely are two females paired in a political ad. This fresh approach was herd above the noise and together we rode an effective and successful campaign.

Another novel choice brought forth in 2018 was using the candidate themselves to voice their ads. While speaking live in front of voters and recorded inside a studio are two very different things, it was an effective strategy for some. It brought proximity to the candidate. Made them feel closer to the voters themselves, speaking directly to them. To nicely frame candidates who want to try this approach, a professional voice over top and tail (or intro and outro) enhances the spot overall.