The Digital Election

THE DIGITAL ELECTION HOW ADVERTISING, SEARCH AND SOCIAL ARE CHANGING THE POLITICAL LANDSCAPE $9 billion Projected to be spent across 13,000 political campaigns in 2012. Where will it all go? 55% 12% 33% 55% is projected for the Presidential Race Up to 12% of budgets that will be allocated Up to 33% of digital media budgets will be allocated to mobile programs to digital media 2008 2012 UP $22.2m $159.2m 616% Online Online $5340.3m $7398.3m UP 180% TV, Cable & Radio TV, Cable & Radio $9 billion UP $874.4m $643.5m Newspaper & Print 108% Newspaper & Print Battleground states will see the bulk of dollars with increased spend, especially in October and November. Currently the list of states includes: Wisconsin, lowa, Colorado, Ohio, New Hampshire, Virginia, North Carolina and Florida DIGITAL SUMMARY OF THE PRESIDENTIAL ELECTION Website Visitors by Gender and Household Income MITTROMNEY.COM BARACKOBAMA.COM 65% 49% 35% 51% 32% %2$ HHI>$100K 24% SOCIAL STANDINGS MKA 2 Like E Follow 1.5MM 9.5MM LIKES MITT RΟΜΝΕΥ FOLLOWERS 2.6MMTALKING ABOUT THIS 20.9MM 30.8MM LIKES BARACK OBAMA FOLLOWERS 2.6MM TALKING ABOUT THIS 252K 459K LIKES JOE BIDEN FOLLOWERS 573K TALKING ABOUT THIS 426K 4.7MM LIKES PAUL RYAN FOLLOWERS 1.7MM TALKING ABOUT THIS 1.8MM 8.5MM LIKES MICHELLE OBAMA FOLLOWERS 337K TALKING ABOUT THIS 133K 381K LIKES ANN ROMNEY FOLLOWERS 107K TALKING ABOUT THIS FACEBOOK FAN TOP ACTIVITIES ROMNEY FANS TOPIC ACTIVITIES OBAMA FANS TOPIC ACTIVITIES CAMPING BASKETBALL MEDITATION GUNS STAND UP COMEDY GARDENING POWER WALKING FOOTBALL PLAYING COMPUTER GAMES CHURCH JIGSAW PUZZLES QUILTING THE POWER OF SOCIAL MEDIA A fifth of social networking site users have avoided making political comments on the sites for fear of offending others tf 10% of social network users 10% have blocked, unfriended, or hidden someone because that person posted too frequently about political subjects 47% 47% of social network users have hit the "like" button in response to political comments or material posted by someone else 38% 38% of social networking site users have discovered through their friends' postings that their political beliefs were different than they thought 38% have posted positive comments in response to a political post or status update from someone else 38% A SINGLE, 340K NON-PARTISAN "GET OUT THE VOTE" FACEBOOK MESSAGE IN 2010 MORE VOTERS iP iProspect. www.iprospect.com Sources: Borrell Associates, Compete, Facebook, Google, Pew Research, Twitter & comScore