Politics & Campaigns


As America heads to the polls, brands find themselves in a tight spot, with more and more consumers tying their purchases to brands’ political stances. In an election day special edition of “Behind the Numbers,” we look at the data and what it means for marketers.

The speed and efficiency of automated ad buying makes it attractive for political advertisers working under tight schedules.

Political ad spend estimates have been revised higher amid an increasingly contentious election season. TV broadcasters will win many of these added dollars, moderating a longer-term downward revenue trend.

Latin America is home to Twitter’s second most active user base, and some of the world’s most socially active political leaders.

According to a new survey, 40% of internet users in France ages 21 to 35 say the internet is their primary channel for news content, and another 15% cite social channels.

TV is the most common media used by voters in France to stay abreast of developments in the country’s presidential campaign. While about one-third of respondents to a recent survey said they used digital news sites to follow the race, seven in 10 said TV was their leading news source.

The country’s virtual reality industry takes a hit as government reduces backing amidst unfolding impeachment drama.

More than 60% of US cable TV political ad spending is coming from political action committees (PACs) and issues advertisers, according to data from Viamedia on ads served on its platform between January and August 2016.

In June, the UK voted to leave the EU, a decision that—if it holds—will have massive ramifications on both Continental and UK economies. Marketers may be optimistic, especially digital marketers, having proved the resilience of the industry through the recent recession. But for retailers accustomed to revenue from the common market, the picture may be less rosy.

More US registered voters said they saw marketing messages in support of likely Democratic presidential nominee Hillary Clinton in the past week than they did for presumptive Republican presidential nominee Donald Trump—across media.

Every week on eMarketer’s “Behind the Numbers” podcast, we take a few minutes to discuss some of the most intriguing headlines of the past seven days. This week, we're chatting about politics (it's that time of year) and the ways that social and traditional are media mixing things up in the political sphere. Plus, would you target advertising based on smart thermometer data?

How much is spent on political advertising and how big a part of the mix is digital? In the latest episode of “Behind the Numbers,” we break down the numbers and dig into questions about Facebook, the role of messaging and whether brands are being dragged into the political arena.

Companies have long strived to stay out of the political and social fray. But new research from Sprout Social might change the calculus on their apolitical approach.

Stronger regulation of social media has become a focus of UK Prime Minister Theresa May following recent terror attacks in London and Manchester. A wide-ranging list of digital infrastructure improvements is also on the agenda, but last week’s parliamentary losses have put those plans in jeopardy.

Nearly eight in 10 internet users believe social media has at least some effect on public policy outcomes like immigration and trade.

Most adults in Germany rely on public TV or newspapers as their primary source of political news, according to a recent study, leaving them largely impervious to so-called fake news. But the internet's popularity as a news source is growing, especially among the country's millennials.

Registered voters leverage a variety of devices when researching a politician or political issue. And according to July 2016 research, nearly two-thirds of US mobile users said it’s at least somewhat important to keep up with political news on multiple devices.

Republican presidential nominee Donald Trump’s campaign has spent $0 on television advertising, while the campaign of his opponent, Democratic nominee Hillary Clinton, has spent roughly $52 million. Some advocacy groups have made Trump-supporting buys, but they are even being outspent by the Green Party’s Jill Stein, as well as the Libertarian Party’s Gary Johnson. Research shows that TV is still the dominant destination for political ad spend, but perhaps Trump is simply relying on the constant influx of free media he is getting.

Most registered voters leverage desktop or laptop PCs when researching a politician or political issue, May 2016 research found. However, millennials are more likely than their older counterparts to use their tablets, connected TVs—and especially their smartphones—to conduct political research.

Much referral traffic to news articles about US presidential candidates is internal, according to data on worldwide visits between November 2015 and May 2016. Indeed, 40% of total referral traffic was from users who arrived at a post by clicking a link from somewhere else on the publisher’s site.