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BizReport : Advertising archives : August 31, 2015

U.S. presidential elections: Digital media use up, television still dominant

Since the last U.S. presidential election, social media use has skyrocketed and people are more confident and smarter using them. It's little wonder, then, that new research shows more than half of all U.S. election digital media spend will be directed through this channel.

by Helen Leggatt

According to recent research from Borrell Associates, Twitter and Facebook will once again be put to use by presidential candidates. Political advertising in 2016 is forecast to hit $11.4 billion - a fifth more than 2012 - and digital advertising spend will exceed $1 billion for the first time, a nearly 700% increase on 2012 ($165 million).

Borrell Associates suggests that over half this digital spend will go towards the likes of Facebook and Twitter.

However, television continues to remain the dominant platform for reaching the biggest-possible audience of voters. According to Federal Communications Commission filings, television spending on the 2016 presidential race was already up nearly 900% in mid-August compared with the same period in 2012.

Kantar Media predicts overall television ad spending in 2016 will reach $4.4 billion, up 16% on 2012, citing the channel as the best for reaching that segment of the population who are not actively seeking out political information.

The gap between television and digital will lessen in time. Borrell Associates suggests spending online could jump to $3.3 billion in the 2020 presidential election, taking a major chunk from television.

Image via Shutterstock

Tags: digital, presidential elections, social media, television, U.S

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