It's no secret that people are spending increasingly more time on the internet. Which makes it one of, if not the best, places for people to be communicated to and sold a product to. The recent election was no exception. Advertising played a huge role in steering opinion for both candidates this election. As consumers move more and more toward digital, so too does ad spend for political campaigns.
Total ad spend during this campaign cycle was immense - far greater than the few past campaign cycles, at $6.7B total versus $4B in 2018, $2.2B in 2016, and $1.7B in 2014. On Facebook alone, since January 1, 2020, the Biden-Harris campaign spent $106 million and the Trump-Pence campaign spent almost $110 million, according to Facebook’s Ad Library Report. Facebook was a significant portion of the ad spend this cycle, as you get more scale and reach for less money as compared to TV. It also reaches a key target demographic: 18-25 year olds, who spend the majority of their time on social media.
Spend on traditional media, such as TV, print, out of home, was less than before, as many dollars shifted toward digital. Due to COVID-19, as well as trends in consumer viewing habits, traditional media is being consumed less and less, and it is not worth the high price tags for political campaigns (and brands) to invest as much in it.
Advertising and digital media served a powerful role in both political candidate's campaigns, whether in a positive or negative way, and will likely be a primary tool in future campaigns as well.
No comments:
Post a Comment