时间:2024-09-20 07:52:02 来源:网络整理编辑:探索
Donald Trump's presidential campaign treated political conventions with about the same reverence as
Donald Trump's presidential campaign treated political conventions with about the same reverence as a wrecking ball does a wall. That holds especially true for ad spending.
Yet even the president-elect's unprecedented disregard for TV ads couldn't stop the sector from growing modestly in the past year.
SEE ALSO:Donald Trump's unprecedented lack of ad spending has hurt local mediaSpending on political advertising as a whole grew by 4.6 percent from 2012 totals to reach a record high of $9.8 billion spent, according to a report released Tuesday by research firm Borrell & Associates.
But the growth didn't benefit everyone in the media industry. Broadcast television turned out to be the big loser of the cycle, its commanding 58-percent market share in 2012 eroding to just 45 percent this year.
That drop doesn't come as much of a surprise; multiple reports throughout the election described how local TV stations were hurting the most from Trump's decision to shun TV ads for much of his campaign.
Still, broadcast television reigns supreme with more than three times the market share of the next biggest medium: digital formats.
That may not last long, however, as digital media saw an explosion in spending last year. The medium grew more than sevenfold from a lowly 1.7-percent share in 2012 to 14.4 percent in 2016, jumping from the bottom tier to the second highest on the totem.
Credit: borrell & AssociatesCredit: borrell & AssociatesOf that digital spending, targeted programmatic ads -- those placed by automated software -- and social network promotions got the biggest boost. The firm estimated that two out of every five dollars spent on digital went to social media with Facebook being the most popular destination.
In terms of per-candidate spending, Trump spent about 34 percent less than the $1 billion Mitt Romney's campaign shelled out in 2012 -- leaving a $340-million loss from what forecasts had predicted. Hillary Clinton, meanwhile, spent about even with Barack Obama's $1.1-billion campaign in 2012.
Overall, the report characterizes the cycle as something of a wild card in terms of political spending. The most pressing question remaining, its authors say, is whether it marks a wholesale change in the political ad-scape or simply a one-time aberration.
"When the dust settled, a big question remained," analysts wrote in the report. "Was it a sea change, or a rare tsunami that temporarily derailed broadcaster’s biannual money train?"
TopicsDonald TrumpElections
Airbnb activates disaster response site for Louisiana flooding2024-09-20 07:42
上下半場判若兩隊!泰山堆4人鋒線才進球 少了這倆人真玩不轉2024-09-20 07:01
小組第二賽高?利物浦暗爽躲開大巴黎 盼迎回馬內2024-09-20 06:59
馬寧:和世界頂尖裁判有差距 希望每屆世界杯都看到中國裁判2024-09-20 06:54
Dramatic photo captures nun texting friends after Italy earthquake2024-09-20 06:19
無奈 !國安被雙殺輸在一點 三鎮雪藏馬爾康為下輪?2024-09-20 06:15
國足利好?歸化國腳阿蘭巴甲破門 發文自述已擺脫心魔(GIF)2024-09-20 06:08
2022年胡潤百富榜 :許家印172位 身家縮水至300億2024-09-20 05:53
Florida hurricane forecast remains uncertain, but trends in state's favor2024-09-20 05:42
李金羽揭秘武漢隊為何反彈 :感謝老板閻主席賽前作了很多工作2024-09-20 05:05
Cat gets stuck in the most awkward position ever2024-09-20 07:46
國安用人保守?專家:一隊不是培養人的地方 年輕人水平不夠2024-09-20 07:43
吳金貴 :麵對山東這樣的強隊 我們一定會用各種策略去應對2024-09-20 06:19
遭逆轉丟掉中超榜首 三鎮爭冠掉隊恐難複製恒大奇跡2024-09-20 05:54
Wikipedia co2024-09-20 05:50
中超裁判再惹爭議!亮鞋釘飛鏟竟未做任何判罰2024-09-20 05:43
慘淡 !卡塔爾世界杯中超單外援出戰 ?上屆9將入選2024-09-20 05:43
中超積分榜:泰山3分優勢領跑 三鎮輸球爭冠形勢不妙2024-09-20 05:35
Tyler, the Creator helped Frank Ocean celebrate 'Blonde' release in a delicious way2024-09-20 05:24
再戰滄州雄獅廣州隊麵臨嚴峻考驗 共克時艱力爭每一分2024-09-20 05:11