Hartford County Executive
Bob Cassilly
Maryland · Primary Election Campaign · April 29 – June 23, 2026
Digital DSP: StackAdapt · Linear Partner: Monkey Crayon Media
A Full-Funnel Air War for Hartford County
Matchstick Media developed and executed a comprehensive paid media campaign for Bob Cassilly's Harford County Executive race, combining targeted digital video with traditional linear TV and radio to maximize reach across the Baltimore DMA.
The campaign deployed a two-pronged creative strategy: a contrast narrative positioning the opponent as tied to developer interests, and an affirmative "Conservative Bob Cassilly: Preserves Our Land" identity message. Three creative executions, a :30 contrast spot, a :15 contrast spot, and a :06 Cassilly ID, were placed across CTV, OLV, cable, and radio simultaneously.
From launch on April 29 through the reporting date of June 8, the campaign had already delivered 3.9 million combined impressions across all channels, with the full flight extending through June 23.
Channel-by-Channel Results
| Tactic | Impressions | Video Views | Completions | VCR | Spend |
|---|---|---|---|---|---|
| CTV (StackAdapt) | 1,055,366 | 1,046,752 | 1,008,646 | 96% | $64,417 |
| OLV (StackAdapt) | 540,523 | 483,771 | 294,574 | 61% | $25,287 |
| Cable TV (FNC/Newsmax) | ~2,100,000 est. | — | 588 spots | — | $18,263 |
| Radio (WXCY) | ~217,472 est. | — | 271 spots | — | $7,588 |
| Grand Total | ~3,913,361 | 1,530,523 | 1,303,220 digital | 85% digital | $115,555 |
Linear impressions are estimated per broadcast definitions. Final reporting available after campaign flight concludes. Digital figures as of June 2026.
Placement Strategy & Channel Breakdown
Impressions — $64,417
Streaming via Disney+, Hulu, Peacock, and publisher sites. $37.50 CPM via StackAdapt. Highest-performing tactic: 96% VCR and average frequency of 45x.
Impressions — $25,287
YouTube and publisher sites including ESPN and FoxNews.com. $23 CPM via StackAdapt. 61% VCR with frequency of 23x; ongoing optimization.
Spots Aired — $18,263
Fox News Channel and Newsmax. 953 cable GRPs achieved with frequency of 99x. Targeting news audiences in the Baltimore DMA.
Spots Aired — $7,588
WXCY radio station. 66 radio GRPs delivered at $28 per spot. Campaign launched May 6 with consistent weekly cadence through June.
Spend Allocation
Three Executions, One Unified Message
Vote No on Liberal Pat Vincenti
“Liberal Pat Vincenti” :30Primary contrast spot. Frames the opponent as liberal and developer-funded. Primary vehicle for CTV and cable. Ran across all channels from the April 29 launch.
Liberal Pat Vincenti: $573,800 From Developers
“Liberal Pat Vincenti” :15Condensed contrast version highlighting developer contributions. Used for OLV placements and frequency reinforcement on CTV.
Conservative Bob Cassilly Preserves Our Land
“Cassilly” :06Affirmative ID bump. Conservative identity and land-preservation message. Used as a companion unit to reinforce positive brand recall alongside the contrast spots.
What This Campaign Delivered
Delivered 3.9M+ combined impressions
Across digital and linear channels as of June 8, with the full campaign flight still running through June 23.
CTV achieved a 96% video completion rate
Well above industry benchmarks, with a frequency of 45x ensuring deep message penetration among streaming audiences.
Overall digital VCR of 85% across CTV and OLV
Combined, driven by strong connected TV performance on Disney+, Hulu, and Peacock.
953 Cable GRPs and 66 Radio GRPs
Accumulated through targeted placements on Fox News, Newsmax, and WXCY, reaching news audiences with 99x cable frequency.
711 linear spots aired across cable and radio
Maintaining consistent presence in the Baltimore DMA leading into the primary.
Full-funnel strategy
CTV and OLV drove deep video engagement while cable and radio extended reach to light TV viewers and commuter audiences not captured digitally.
See What This Could Look Like for Your Race
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