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Maximizing Political Advertising Impact in the 2016 Primary Elections

Explore insights from the 2016 primary elections, including trends in political ad spending, media preferences, and voter behaviors. Learn strategies to engage with the electorate through TV, digital ads, and alternative newsweeklies.

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Maximizing Political Advertising Impact in the 2016 Primary Elections

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  1. Spending Their Way to the Top • 2016 Primary Elections, a MEDIACENTER November 2015 Profiler, reported that Borrell Associates estimated total political ad spending would reach $11.4 billion. Since then, Borrell has increased its estimate by $357 million. • According to Borrell, radio will receive 10.8% of the increase, followed by digital at 8.2%. In terms of total share of political ad spending, broadcast TV is still #1 with 50.1%, cable TV second at 10.1% and digital third at 9.9%. • Of nine political ad formats, Millennials, at 38%, cited a TV ad as having the most influence. A TV ad was also first among Generation Xers, 25%, and Baby Boomers, 19%.

  2. TV: The Leading Media Candidate • Democrats spent $138.04 million and Republicans $270.5 million in TV advertising for the period January 1, 2015–May 8, 2016, with Democrats’ total expenditure increasing 657% and Republicans’ total increasing 34%, compared to 2012. • Democratic candidates spent 99.3% and outside groups 0.7% of the $138.04 million. Republican candidates accounted for 45.9% of the Republican total of $270.5 million and outside groups 54.1%. • Democrats had 232,167 total airings, with 230,582 by candidates, while Republicans had 249,327 total airings, 114,529 by candidates and 137,772 by outside groups.

  3. Mining for Voters • According to a February 2016 report from YuMe, a multi-screen video advertising technology company, 69% of US Internet users said TV news was the most effective political marketing channel. • A media day analysis of a cross-section of 14 US metro areas, representing 48 million Americans, reveals that more than 30% of Democrats, Republicans and Independents who voted in the last election are heavy users of the Internet (180+minutes/day). • Alternative newsweeklies are an often-overlooked media channel for reaching cellphone-only households with Independent voters. Refer to the Profiler to see recent data from The Media Audit of the top 5 newsweeklies that deliver this important group of swing voters.

  4. Electorate Correlates • Because of Donald Trump’s often abrasive and unapologetic comments, he has attracted more men to his social media sites (who tend to be less offended). Typically, more women than men interact with content on social media and share news. • Despite attracting more men to his social media sites, Trump indexes quite low to the 2012 presidential election voters he needs: women, 0.85; African-American, 0.31; and adults, 18–34, 0.74, according to Consumers in Motion Group. • According to Pew Research Center, 37% of Americans learned about the election during the second half of January 2016, but liberal Democrats the most, at 51%, with conservative and moderate/liberal Republicans at 33.5%.

  5. US Internet Users’ Attitudes about Political TV and Digital Ads, October 2015 eMarketer (YuMe), February 2016

  6. Advertising Strategies • To promote voter participation, retailers can offer a discount or coupon when customers present their voter registration card during the weeks of the Democratic and Republican conventions and sign a giant pledge board that they will vote. • Use the data in this Profiler to show local and statewide political campaigns’ advertising directors that a mix of TV and digital and/or alternative newsweeklies will provide deeper penetration and engagement with the electorate, especially Independents. • Restaurants may want to use the candidates’ favorite foods as a promotional theme. According to reports, Hilary Clinton snacks on raw jalapeños and uses plenty of hot sauce while Donald Trump likes medium-cooked bacon and eggs over easy for breakfast.

  7. New Media Strategies • Businesses can generate goodwill and interest by involving themselves in bi-partisan voter participation campaigns and use their social media sites as a platform to promote participation and share information from the local campaigns. • Invite customers to share photos and videos of their political convention viewing parties. • Conduct a contest on social media, asking visitors to share photos of their homemade political buttons, banners, stickers, T-shirts, etc. Invite everyone to vote for the most unusual, creative, colorful or other criteria. Reward a prize and give coupons to all voters.

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