Note that the numbers presented above are merely from television, Google, and Facebook advertising. Not including other social platforms or print, so the total ads spend of both parties would be even higher!
Biden’s campaign spent significantly more than Trump in television ads but still had the election results come in so close. Call us biased (towards online ads), but we think the digital ads penetrated the audience market more. Both parties should have allocated more budget to online instead of paying big bucks on traditional advertising like television, radio, and newspapers.
Digiday’s recent article also supports this point. They cited digital analysts and media buyers successfully predicted that 20% of the ad budget would be dedicated to digital ads. However, now the results are out, some candidates who lost their seats in the House and Senate wonder if a fifth of the budget was enough.
Unlike business brands that have been savvy with social media and paid ad campaigns for several years, political parties are still catching up with the current digital advertising trends. One of the experts, Katelyn Raman, who was interviewed in the article hit the nail on the head. She said that political campaigners might have the misconception that posting consistently on social media automatically means people will see it. Instead: