With each successive political cycle, digital advertising continues to play a more prominent role in campaigns. In the months leading up to 2012, the Obama campaign began delivering a significant number of online display ads across the web, outpacing the combined effort of the four leading Republican campaigns. An analysis of the top 3 web publishers of display ads for eachÂ of the leading Republican candidates reveals an interestingÂ mix of strategies. From September 2011 to February 2012, Mitt RomneyÂ for President advertised mostly on Facebook, with 58.2Â percent of its ads coming over the social network â€“ theÂ highest percentage seen for any candidate so far. Newt 2012Â delivered nearly 30 percent of its display ads through theÂ Drudge Report and more than 20 percent through the FoxÂ News Digital Network â€“ both sites known to have conservativeÂ leanings. Meanwhile, Rick Santorum for President deliveredÂ the highest share of its display ad impressions on TheBlaze.com, Glenn Beckâ€™s political blog owned by Clear Channel. These differences in strategy suggest that Santorum andÂ Gingrich have been focusing primarily on primary voters, whileÂ the Romney campaign may have always had its eyes lookingÂ ahead to the general election.
For more insights on how digital media is shaping the 2012 U.S. presidential election, check out comScore’s new report entitled The Digital Politico: 5 Ways Digital Media is Shaping the 2012 Presidential Election.