![(NOT) SPENDING ON LOCAL TV ADS
▸ Media forecasting firm Magna originally projected this year's political ad
spend to be 15 percent above 2012, which would have set a new record.
But current forecasts put the ad buy in line with the 2012 campaign.
▸ [Donald Trump] is not nearly spending what Mitt Romney or John
McCain's campaigns did eight years ago - said Mark Fratrik, svp and chief
economist for BIA Kelsey.
▸ When Trump was a candidate in the primaries, he spent very little - said
Letang, evp of global market intelligence for Magna. We thought once
he got the nomination and gained more access to GOP fundraising, he'd
spend closer to what Romney did during his general election [of 2012].
That didn't happen.](https://image.slidesharecdn.com/trumpcampaignsm-180321161024/85/Use-of-digital-media-and-media-budget-in-US-election-2016-campaign-15-320.jpg)
Use of digital media and media budget in US election 2016 campaign
- 1. ONLINE INTEREST IN TRUMP AND USE OF DIGITAL MEDIA IN US ELECTION 2016 CAMPAIGN DID SOCIAL MEDIA PREDICT TRUMP’S VICTORY?
- 2. DONALD TRUMP IN INTERVIEW FOR CBS NEWS (11.12.16) I’m going to be very restrained, if I use it at all, I’m going to be very restrained. I find it tremendous. It’s a modern form of communication. There should be nothing we should be ashamed of. It’s-- it’s where it’s at. I do believe this, I really believe that-- the fact that I have such power in terms of numbers with Facebook, Twitter, Instagram, et cetera, I think it helped me win all of these races where they’re spending much more money than I spent. And I won. I think that social media has more power than the money they spent, and I think maybe to a certain extent, I proved that.
- 3. PRESENTATION CONTENT 1. Google analysis 2. Twitter, Instagram, Youtube, Facebook 3. „Copycat” Trump 4. Trump’s communications team 5. Media budget
- 4. GOOGLE TRENDS ANALYSIS ▸ 5 most popular search this year (2017): 3rd place is Donald Trump ▸ last 90 days search for „Donald Trump” (blue) vs search for „Hilary Clinton” (red)
- 5. TRUMP’S TWITTER ACCOUNT ▸ He mastered Twitter by embracing immediacy (right now), transparency (unvarnished expression), and risk (rather than caution). - director of the social media analytics lab at the Scripps College of Communication at Ohio University, Laeeq Khan ▸ more followers ▸ more posting ▸ started in 2009 (Hilary in 2013)
- 6. TRUMP’S INSTAGRAM ACCOUNT (DATA FOR 2017) ▸ more followers ▸ more posts ▸ more innovative ▸ and he is still using it!
- 7. YOUTUBE COMPARISON BY ZEFR COMPANY FOR MAY 2016 variety of content
- 8. YOUTUBE COMPARISON BY ZEFR COMPANY FOR MAY 2016 ▸ negative sentiment is almost equal but postive part is higher for Trump ▸ less engagement for Hilary ▸ variety of content on Trump’s account ▸ In addition to analyzing videos about the candidates, Zefr looked at various political issues to see which ones got the most views during the month. Topping the list for May was criminal justice, followed by the environment, foreign policy and LGBTQ rights. Lower down the leader board were government programs, education, healthcare and immigration.
- 9. TRUMP’S FACEBOOK PROFILE ▸ Fake news of this nature spread so widely during the campaign, Facebook founder Mark Zuckerberg was criticised for not doing more to suppress hoaxers. In response he's promised to crack down on fake news, while at the same time denying fake stories swung the result. ▸ Pro-Trump Macedonia: They helped the baseless story generate over 140,000 shares, reactions, and comments. ▸ Brad Parscale, digital media consultant for Trump: campaign funneled $90 million to Parscale’s firm, most of which went toward digital advertising. And Parscale says more of that ad money went to Facebook than to any other platform. It has helped with fundraising.
- 10. „COPYCAT” TRUMP: USING SNAPCHAT ▸ Clinton started her Snapchat account one year before election ▸ In september 2016 Trump is buying Snapchat filter
- 11. „COPYCAT” TRUMP: MOBILE APP BASED ON GAMIFICATION ▸ Clinton launched her app in July 2016 ▸ Trump’s app lunch in a month
- 12. COMMUNICATIONS TEAM Instagram, FB, YT Twitter
- 13. MEDIA BUDGET: FOCUS ON DATA AND DIGITAL MEDIA ▸ According to data from iSpot.tv, which tracked national campaign spending from Oct. 18 to Oct. 30, Clinton outspent Trump nationally by $2.1 million, and her national spots aired almost two and a half times as often as Trump's did. In that two week period, Trump spent $7.8 million on national TV advertising, running 10 ads a total of 926 times. Clinton spent $9.9 million during that span, running 12 ads a total of 2,397 times. ▸ PARSCALE: Well so, I think there's a good example from both Pennsylvania and Michigan. We played in some other spots also as I started to see data and started to track it. We were making thousands of live calls, web tracking, web different surveys and it was building and it's building what's called models and universes. What we can start to see is, we're in play in Pennsylvania and play in Michigan. Let's buy in these areas. Let's buy these DMAs. Let's buy these voter targets. We started to see that move our direction. And by the Friday before the election, I had predicted that we were going to win 305 electoral results.
- 14. MEDIA BUDGET FOR TV (OCTOBER 2016)
- 15. (NOT) SPENDING ON LOCAL TV ADS ▸ Media forecasting firm Magna originally projected this year's political ad spend to be 15 percent above 2012, which would have set a new record. But current forecasts put the ad buy in line with the 2012 campaign. ▸ [Donald Trump] is not nearly spending what Mitt Romney or John McCain's campaigns did eight years ago - said Mark Fratrik, svp and chief economist for BIA Kelsey. ▸ When Trump was a candidate in the primaries, he spent very little - said Letang, evp of global market intelligence for Magna. We thought once he got the nomination and gained more access to GOP fundraising, he'd spend closer to what Romney did during his general election [of 2012]. That didn't happen.
- 16. (NOT) SPENDING ON LOCAL TV ADS ‣ During those two weeks, Trump's ads appeared on TV screens 491 million times nationally, and had an average view rate of 91.8 percent (meaning 91.8 percent of each ad was actually watched, on average). Clinton's ads appeared on TV screens 620.6 million times nationally with an average view rate of 85.8 percent. ‣ It's not surprising that Clinton's view rate is lower, given that she is running more national ads than Trump and audiences have had more exposure to her spots, and are therefore paying less attention to them. ‣ Trump is focusing on bigger audiences, with 20 percent of his spending coming during prime-time hours. Clinton has dedicated 16 percent of her national ad budget to prime time, but she has spread her ads across more networks and dayparts, especially daytime and early fringe. ‣ Trump's national ads have been reaching an older audience than Clinton's spots. The demo breakdown of the audience for Trump's ads is 26.8 percent adults 18-34, 35.8 percent people 35-54 and 37.4 percent people over 55 years old. Clinton is reaching 28.0 percent adults 18-34, 36.2 percent people 35-54 and 35.8 percent people over 55.
- 17. TRENDING ▸ from YT press site: YouTube has over a billion users–almost a third of all people on the Internet–and every day, people watch hundreds of millions of hours of YouTube videos and generate billions of views. YouTube overall, and even YouTube on mobile alone, reaches more 18-34 and 18-49 year-olds than any cable network in the U.S. ▸ Comcast, the leader cable television in US in the last 6 years lost 10% of subscribers, and located right behind him Time Warner Cable 6% in the last 2 years ▸ 42% of young people don’t watch political commercials on tv (via A New Method for Measuring Political Advertising)
- 18. SUMMARY ▸ Overall, online interest in candidate Trump was 3 times higher than Clinton, according to Google trends analysis. Trump was the most Googled candidate, and also most mentioned on Twitter and Facebook. ▸ Clinton’s social media engagement increased somewhat by the third debate (october 2016) ▸ Trump’s communications team have focused on data analysis and digital media
- 19. DUDA AS TRUMP ON SOCIAL MEDIA? ▸ very innovative form of communication ▸ using social media, f.ex. Instagram ▸ „master of hashtags and selfie”
- 20. KOMOROWSKI: LACK OF NEW MEDIA EXPERIENCE ▸ cardinal errors in using social media ▸ 3rd person ▸ lack of activity in new media „by himself” (only stuff is running profiles and it’s obvious)
- 21. SOURCES ▸ http://www.adweek.com/news/technology/trump-has-more-twitter-chatter-swing-states-its-not-all-positive-174508 ▸ http://www.adweek.com/news/television/donald-trumps-lack-ad-spend-leaving-hole-local-medias-pocket-174142 ▸ http://www.adweek.com/news/television/donald-trump-and-hillary-clinton-have-been-wooing-voters-these-ads-174396 ▸ http://www.cracked.com/blog/trump-having-twitter-conversations-with-fake-accounts/ ▸ http://thehill.com/blogs/pundits-blog/technology/306175-trump-won-thanks-to-social-media ▸ http://www.cbsnews.com/news/60-minutes-donald-trump-family-melania-ivanka-lesley-stahl/ ▸ http://www.adweek.com/news/technology/infographic-whos-winning-race-youtube-hillary-clinton-or-donald-trump-171886 ▸ http://www.adweek.com/news/television/donald-trump-and-hillary-clinton-have-been-wooing-voters-these-ads-174396 ▸ http://www.recode.net/2016/7/24/12266026/hillary-clinton-campaign-mobile-app ▸ http://www.adweek.com/news/technology/map-i-voted-social-posts-makes-election-seem-very-close-and-very-odd-174507 ▸ https://ballotpedia.org/Donald_Trump_presidential_campaign_key_staff_and_advisors,_2016 ▸ http://www.npr.org/2016/11/08/500686320/did-social-media-ruin-election-2016 ▸ https://www.buzzfeed.com/craigsilverman/how-macedonia-became-a-global-hub-for-pro-trump-misinfo?utm_term=.tbn0eXx10#.rw2MegRwM ▸ https://www.youtube.com/yt/press/en-GB/statistics.html ▸ IAB Polska, raport Konsumpcja treści online, Warszawa 2016, s. 34 ▸ https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2108108 ▸ https://www.wired.com/2016/11/facebook-won-trump-election-not-just-fake-news/ ▸ http://www.realclearpolitics.com/video/2016/11/16/trump_digital_director_brad_parscale_explains_data_that_led_to_victory_on_kelly_file.html