时间:2025-07-19 08:53:16 来源:网络整理编辑:綜合
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.
Of 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
This app is giving streaming TV news a second try2025-07-19 08:42
恒信文化亮相上海國際電影節 構建多元影視生態圈2025-07-19 08:39
易烊千璽采訪吐露心聲 不刻意表演做真實自己2025-07-19 08:23
百名紅人齊聚上海 MJ娛樂紅人盛典完美落幕2025-07-19 07:40
Nancy Pelosi warns colleagues after info hacked2025-07-19 07:36
阿裏文學亮相優酷YC盛典 與熱血青年共度文娛狂歡夜2025-07-19 06:44
金巧巧挑戰新角色 ,電影節亮相仙氣十足2025-07-19 06:36
星光點亮2018 Fashion Pop時尚之夜2025-07-19 06:33
Tourist survives for month in frozen New Zealand wilderness after partner dies2025-07-19 06:29
滿漢女神楊啟正式入駐企鵝電競 柔美歌聲動人心弦2025-07-19 06:12
Tourist survives for month in frozen New Zealand wilderness after partner dies2025-07-19 08:37
《捉妖記2》率先登陸優酷,超級電影月承包四月每一天2025-07-19 08:26
範丞丞助陣Swisse618天貓快閃店 隻為“丞”全你的美2025-07-19 08:26
珀萊雅助《歸去來》唐嫣一直維持“少女期”2025-07-19 08:13
What brands need to know about virtual reality2025-07-19 08:12
武藝櫻花女生複賽現場自爆:最欣賞女生是阿sa2025-07-19 07:51
深圳動漫節 紅牛攜手迅雷直播帶你一探真相2025-07-19 07:40
愛奇藝愛青春劇場台詞氣球海席卷三裏屯 成年輕人“劇”集潮流地2025-07-19 07:34
5 people Tim Cook calls for advice on running the biggest company in the world2025-07-19 06:41
KSD最美童聲決賽大幕開啟 經典詩詞奏響文化最強音2025-07-19 06:20