Although the electoral battle in the US is quite even, the advertising spending carried out by the main candidates is completely different. The data reveals that Clinton has spent almost twice as much as her opponent Donald Trump on advertising.
According to a study published by the media consulting firm, Wesleyan Media Project, while the Democratic candidate has starred in a campaign of almost 62,000 ads from August 19 to September 15, the Republican candidate has starred in 27,000 ads in the same period.
Difference in ads between both candidates
Taking into account the data from Kantar Media, the consulting firm has prepared a graph in which the advertising pressure exerted by both candidates for the US presidency can be compared.
If we analyze this difference by state, we can see that ads in favor of the Democratic candidate are dominant in 20 markets. In the last column, an assessment is made of what this difference means in each state compared to its main rival.
If we compare this data with the same period in 2012, when the last presidential elections in the US were held, there are fewer television advertisements. However, Clinton has starred in more ads than Obama during the same period.
This notable difference in advertising pressure was not reflected in the polls during that period, which surprisingly gave victory to Trump.
To explain the difference in electoral advertising between both candidates, we must also look at the difference in spending exercised by the support groups of both candidates in the last electoral battle and in the current one.
The negative tone of the ads
One of the most striking data in the electoral campaign is the large number of negative advertisements used by the two candidates for the White House chair.
Negative ads are those that focus solely on the rival. Here we could include the entire disqualification campaign carried out by Hillary and Trump, very focused on making Americans aware of their opponent's scandals. It is striking that Donald Trump has not used positive advertisements in which he defends only his proposals.
Clinton and Trump have taken different approaches with their advertising. Just over 60 percent of Clinton's ads have attacked Trump while 31 percent have been positive, focusing on his proposals.
Trump, on the other hand, has mostly used contrast ads in which he praises himself while attacking the Democratic candidate.
Groups supporting the candidates have been extremely negative. All ads sponsored by pro-Clinton groups have been negative, while 93.7 percent of ads sponsored by pro-Trump groups have been negative.
The vote in Spanish
Since September 7, the former first lady has aired 3 different ads in Spanish a total of 447 times, while Trump has not aired any.
The Democrat has launched her campaign in Spanish mainly in Las Vegas but also in Miami, Orlando and Florida. Also Hillary support groups The pro-Clinton Super PAC Voto Latino, Victory Fund Latina and Prioridades EE.UU.-Acción have aired another 397 ads in Spanish in the last month in Denver, Las Vegas, Miami and Orlando.
The most competitive states
The electoral battle has focused in recent months on Pennsylvania, Nevada, Indiana, Ohio and New Hampshire. Democrats have ad advantages in Pennsylvania, Nevada, New Hampshire, Wisconsin and Colorado, while Republicans focus their efforts in Ohio, Missouri, Florida, and Indiana although they also have advantages in North Carolina and Arizona.
Advertising spending has been especially important in the Pennsylvania race, where candidates have allocated 60 percent of their advertising budget in the last month with more than 6,400 ads from pro-Democratic groups and almost 5,000 from pro-Democratic groups. republicans.
The messages
Pro-Clinton groups are focusing their messaging on championing social and women's issues along with foreign policy and immigration, while pro-Trump groups are highlighting funding for the Clinton Foundation and its ties to big banks. / corporations. The problem of weapons also occupies an important place.
The controversy surrounding Trump and the alleged abuse of women deserves special mention.
Total campaign spending
The estimated advertising expenditure in the presidential race since January 1, 2015 is close to $578 million. This large budget has funded more than 700,000 ad broadcasts.
If we add the advertising spending in the gubernatorial elections and the US Congress, the figure would exceed 100 million dollars. In total, the federal and gubernatorial races to date have involved a budget of more than $1 billion.
What do you think?
COMMENTFiled in: