Advertising Spend Breakdown: 2016 Presidential Election
The 2016 presidential election campaign accounted for nearly $9.8 to 10.2 billion of advertising spending. The campaign spending breakup by medium was found to be $4.4-$6.06 billion for TV broadcast, $1.1-$1.35 billion for cable TV, $1-$1.4 billion for digital media, $621-$830 million for radio, $656-$850 million for newspapers, and $343-$370 million for out-of-home campaigns.
- According to Borrell Associates, the 2016 presidential election campaign accounted for nearly $9.8 billion in advertising spending. The campaign spending breakup by medium was found to be $4.4 billion for TV broadcast, $1.35 billion for cable TV, $1.4 billion for digital media, $621 million for radio, $301 million for direct mail, $656 million for newspapers, $607 million for telemarketing, $343 million for out-of-home, and $13.72 million for magazine campaign.
- According to Statista, nearly $10.2 billion was spent during the 2016 election campaign season in the US. The campaign spending breakup by medium was found to be $6.06 billion for TV broadcast, $1.1 billion for cable TV, $1 billion for digital media, $850 million for the newspaper, $830 million for radio, and $370 million for out-of-home media.
Hillary Clinton vs. Donald Trump Campaign Spending
- It is found that Clinton spent about $1.1 billion on advertising campaigns, similar to President Obama's campaign in 2012. Alternatively, Trump spent 30% of the budget on digital media with daily spending volume of $200k-300k over 150 days of the campaign.
- The top five campaigns for Clinton with the highest spending amount were Hillary for America at $271 million, Priorities USA at $123 million, NextGen Action at $9 million, Vote Vets at $3.5 million, SEIU COPE at $2.4 million.
- The top five campaigns for Trump with the highest spending amount were Trump Campaign at $92 million, Rebuilding America Now at $19 million, NRA at $17.5 million, 45Committee at $17 million, Future45 at $15 million.
- As on November 2, 2016, Clinton’s election campaign had spent nearly $211.4 million on TV and radio advertising. Alternatively, Trump's campaign had spent only $74 million on the same.
- Clinton’s campaign produced 38 televised ads from July 7 to October 25, 2016, while Trump's campaign released 17 TV ads from August to October 2016.
- Clinton's campaign spending according to agency stood at GMMB at $59.86 million, Automatic Data Processing Inc at $15.62 million, Bully Interactive at $11.88 million, Executive Fitways at $6.08 million, and Cubine at $5.61 million.
- Trump's campaign spending according to agency stood at Rick Reed Media at $19.60 million, Ace Specialties at $4.04 million, Wizbang Solutions at $2.02 million, Giles-Parscale at $1.95 million.
- The breakdown of the amount raised for Clinton's campaign includes $623.1 million from Hillary Clinton's campaign, $598.2 million from party fundraising committees, and $204.4 million from Super PACs.
- The breakdown of the amount raised for Trump's campaign includes $334.8 million from Donald Trump's campaign, $543.4 million from party fundraising committees, and $79.3 million from Super PACs
Broadcast TV, National Network, and National Cable
- From June to October 2016, about 321,748 ad airings were aired on TV for Clinton and the team, while only 99,441 ads were aired for Trump and the group.
- Top advertisers with the highest spending volumes of TV ads include Hillary Clinton with 340,745 airings at $219.3 million, Bernie Sanders with 128,494 airings at $76 million, Donald Trump with 101,849 airings at $76.6 million, Ted Cruz with 30,262 airings at $16.8 million.
- Total number of ad airings and amount spending for election campaigns in 2016 stood at 920,070 airings at $760.9 million for presidential campaigns, 790,226 airings at $593.3 million for senate campaigns, 507,983 airings at $276.6 million for house representatives, 354,306 airings at $406 million for ballot measures, and 417,437 airings at $155 million for governor campaigns.
Local TV and Cable
- Cable TV campaign spending accounted for nearly $1.35 billion, registering a growth of 52% over 2012.
- It is noted that Clinton's campaign included 332,817 local TV ad airings from June to November 2016, while Trump featured only 25,000 campaign airings on local television.
- Clinton's local TV campaign breakdown by region is as follows: Philadelphia (18,780 airings), Orlando (19,467 airings), Las Vegas (18,380 airings), Greenville/Spartanburg/Asheville (16,285 airings), and Boston (16,577 airings).
- As of November 2, 2016, the Trump campaign booked local cable advertising for the states of Michigan, Colorado, and Nevada.
- Borrell Associates report that about $1.415 billion was spent on online advertising for the 2016 presidential elections at the local, state, and national level campaigns.
- Digital advertising, like video, email, mobile, social, and search ads, reached $1.4 billion, registering a growth of 789% from $159 million in 2012.
- It is found that social media accounted for nearly 40% of all digital ad spending in the 2016 presidential elections. Further, it is noted that Facebook was the biggest beneficiary among all digital media outlets