The presidential candidates spent more on digital advertising, including Facebook, than in 2020 … [+]
These past elections, as the highest popular vote of all time shows, were very important to many people. Of course, no one cared more about the election results than President Trump and former Vice President Biden. Although the average voter seemed very motivated to find out about the candidates again this year, as evidenced by the high ratings for the presidential debates.
One of the many ways Trump and Biden tried to communicate with their supporters and win over the undecided was through social media, especially Facebook. I’m not talking about the free attention Trump and to a lesser extent Biden have received from their own posts on Twitter, but the hundreds of millions of dollars spent on paid social media advertising that reaches all ages, genders, and ages Race in the US over the social media giant Facebook. In fact, every candidate hit an all-time high in Facebook ad spend.
Trump spent significantly more on digital advertising in 2020 than Biden.
For the past 22 months, ABC 7 Los Angeles’ Eyewitness News reported that both Trump and Biden spent more INDIVIDUALLY on Facebook advertising in this election than Trump and former Secretary of State Hillary Clinton combined in the 2016 election Biden spent over $ 94 million on Facebook ads in that election, and Trump spent even more – $ 107 million on Facebook ads.
Not only were the 2020 elections very good for Facebook, but Facebook has overall made a strong recovery from the lower advertising revenue in the first few months of the pandemic. There is no doubt that social media and digital advertising spending as a whole rivals television advertising in importance.
Facebook, led by Mark Zuckerberg, has expanded the importance of Facebook advertising for politicians. … [+]
The Wesleyan Media Project, a Wesleyan University company (full disclosure, I’m an alumnus), has collected and analyzed extensive data on ad spend from candidates for presidential, senatorial, and congressional candidates.
In the case of the presidential race, they estimated that Trump spent over $ 426 million promoting his candidacy and Biden spent $ 564 million. Though Trump spent less on advertising, he spent Biden significantly on digital spending, investing over $ 201 million in digital advertising, while Biden’s digital spending was $ 166 million. The same pattern existed with regard to television advertising, with Trump spending $ 222 million on television while $ 376 million was spent on television advertising for Biden.
This year has obviously been a very difficult time for most people economically, socially and psychologically. But thanks to the President’s support, at least TV and digital advertising received a lot of impetus (political impetus, one could say) in the 2020 elections.