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Online Political Ad Spending To Soar...But Still Tinsey-Weensy Compared To TV [CHART]
Online political ad spending for this year’s elections is forecast at about $160 million, representing a huge increase from an estimated $22.2 million spent online for the 2008 elections, according to a Borrell Associates report released in March 2012. Even so, online is forecast to account for only 1.5% share of total political spending this year, with broadcast TV accounting for easily the largest share of total spending, at more than 57 cents of every dollar spent.
Overall, spending on political ads is forecast to rise over 40% from an estimated $7 billion in 2008 to $9.8 billion this year. According to data from the Sunlight Foundation, as reported by Slate Magazine, spending may contribute to a more divisive political climate. According to the report, as of March 5, 2012, 54% of all Super PAC spending has been on opposition, mostly for attack ads against other candidates. Read the rest at Marketing Charts.
Voter Influences [CHART]
32% of registered voters say that what they hear or see on TV has the greatest influence on their decision to vote for a specific candidate and/or issue, beating out what they read in newspapers/magazines (23%), word-of-mouth, neighbors, family, and friends (18%), and town hall/public meetings (17%)according to [pdf] a report released in February 2012 by the Cabletelevision Advertising Bureau (CAB). Just 3% say that comments on social media have the greatest influence on their voting decisions, although that proportion rises to 7% among 18-34-year-olds.
Overall, when voting for or about national political candidates and issues, 64% of survey respondents said that TV influences their final decision, putting the medium ahead of the internet (40%), newspaper (37%), word-of-mouth (27%), and radio (19%). 14% says social media plays a part, while less than 1 in 10 said the same about direct mail. TV’s dominance is consistent across age levels, race and ethnicities, and gender. Read the rest at Marketing Charts.
Annoyingness Of Political Ads [CHART]
Political candidate ads appearing in local newspapers are rated as annoying by just 18% of registered voters, while ads appearing on local TV are seen as annoying by 54%, according to results of a survey released in February 2012 by the Newspaper Association of America (NAA). Network TV (50%), cable TV (43%), and radio (39%) ads are also rated annoying by a significant proportion of registered voters, though political ads on the internet (27%) garner the frustration of far fewer. Read the rest at Marketing Charts.
Political Campaigns Running Search & Social Ads
With more and more constituents looking for information about their Members of Congress online, offices and campaigns are spending more time and energy focused on online advertising. While traditional banner ads and video advertisements that play before or during online videos continue to be used, some offices and candidates are reaching out to constituents.
A favorite for attracting traffic to Congressional campaign websites is Google AdWords. With AdWords, the search engine giant allows advertisers to bid against one another to see who can place their text-based advertisements on a search result page. Advertisements are targeted to appear alongside specified search terms and within specified locations. The winning bidder gets an ad displayed alongside the organic search results until another advertiser places a higher bid. Read the rest at Roll Call.
