Q1 2016 Political Insight Bush/Clinton Political Match-Up Most Lucrative for Advertisers Strata s media buying software handles $50 billion in advertising annually, approximately 25% of US advertising spending. We surveyed our media buying clients to get an idea of trends and challenges they may be facing. This sample is from agencies of varying sizes across the country. February 1, 2016 30 W Monroe St #1900 Chicago, IL 60603 P 312.222.1555 gotostrata.com
Page 2 of 7 : Bush/Clinton Political Match- Up Most Lucrative for Advertisers -- STRATA of Political Ad Agencies Finds Donald Trump Ranks Just Third As Likely Top GOP Spender CHICAGO (FEBRUARY 1, 2016) A Bush versus Clinton presidential race would be best for business for the nation s leading political advertising firms. That s the conclusion of STRATA s new survey of national political ad agencies. When asked which candidate would generate the strongest ad spend, 44% of agencies feel that former Governor Jeb Bush would be the strongest Republican revenue generator, while they unanimously agreed former Secretary of State Hillary Clinton would be highest spending Democratic nominee. Senator Marco Rubio followed Bush as the number two choice, with 28% of agencies saying he d spend the most. Most surprisingly, front-runner Donald Trump came in as the third potentially highest spending Republican with just 22% of agencies selecting Trump as their top choice. STRATA, an advertising technology firm and maker of media buying and selling software, polled agencies representing approximately 75% of total political advertising billings nationwide. Not that surprising that from a pure business perspective, political advertising agencies would like to see a Clinton-Bush matchup, said Judd Rubin, Vice Confidential and Proprietary Information 2017 Strata Marketing, Inc. All Rights Reserved
Page 3 of 7 President of STRATA. But the story is Trump and his use command of the earned media game. We ve never seen anything like it and we may never see it again. After this campaign, there will be college courses examining Trump s uncanny ability to demand media attention including his use of Twitter. The survey also shows that spot (local) TV is still the overwhelming choice of political advertisers and provides the best return on investment. Eighty-three percent of agencies utilize spot TV the most with national TV trailing second with of agencies. Spot TV is viewed as providing the best return on investment (ROI) according to 78% of agencies, while other agencies feel social media (), national TV () and digital video () are better vehicles to communicate candidates message.
Page 4 of 7 Democratic Candidates In the general election, which Democratic nominee for president would generate the strongest ad spend? Hillary Clinton 10 Bernie Sanders Martin O'Malley In the general election, which Democratic nominee for president would generate the weakest ad spend? Hillary Clinton Bernie Sanders Martin O'Malley 94%
Page 5 of 7 Republican Candidates In the general election, which Republican nominee for president would generate the strongest ad spend? Jeb Bush Marco Rubio Donald Trump Ted Cuz Ben Carson Christ Christie Carly Fiorina John Kasich Rand Paul 22% 28% 44% In the general election, which Republican nominee for president would generate the weakest ad spend? Ben Carson Rand Paul Carly Fiorina John Kasich Jeb Bush Ted Cruz Chris Christie Marco Rubio Donald Trump 1 28% 33%
Page 6 of 7 Media Mix What avenues are your political clients using the most to deliver messages? Local TV/Cable 83% Network TV Social Radio Network Cable Digital Display Digital Video Digital Audio Out-ofHome Print From which advertising medium are you seeing the greatest return on investment? Local TV 77% Social Media Digital Video National TV
Page 7 of 7 Social Media What avenues are your political clients using the most to deliver messages? (check all that apply) Facebook Twitter YouTube Google+ Instagram SnapChat No Social Media Periscope LinkedIn Pinterest Foursquare 5% 5% 5% 32% 32% 2 21% 58% 58% 79% Approximately what percent of political ad budgets are your clients planning to spend on Social Media advertising this year? 22% 0-1 11-25% 72% 26-5