美國政治獻金市場調(diào)研和分析報告（英文版）-2024年1月上傳培訓(xùn)課件

CONSUMERS

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BRANDSPoliticaladvertisingintheU.S.CHAPTER

01OverviewMostpopularplatformsfordailynewsconsumptionintheUnitedStatesasofAugust2022,byagegroupMostpopularnewsplatformsintheU.S.2022,byagegroup18-3435-4445-6465+50%40%30%20%10%0%47%45%43%33%32%25%18%30%28%28%23%21%21%21%21%14%20%20%15%19%13%18%13%12%10%10%10%9%8%8%7%7%6%5%5%3%SocialmediaStreamingservicesOnline-onlynewssitesRadioCablenewsnetworksNetworknewsPodcastsLocalnewspapersNationalnewspapers3Description:Socialmediawasbyfarthemostpopularnewsplatformamong18to34-year-oldsintheUnitedStates,with47percentofrespondentstoasurveyheldinAugust2022sayingthattheyusedsocialnetworksfornewsonadailybasis.Bycomparison,adultsover65yearsoldmostlyusednetworknewstokeepuptodate.ReadmoreNote(s):UnitedStates;August11to17,2022;4,421respondents;18yearsandolder;amongthosewhousedthesourcedailySource(s):MorningConsultShareofadultswhohavetrustinselectednewssourcesintheUnitedStatesasofFebruary2022,bypoliticalaffiliationTrustinselectednewssourcesintheU.S.2022,bypoliticalaffiliationDemocratIndependent68%Republican90%80%70%60%50%40%30%20%10%0%77%74%72%64%53%63%52%

52%48%48%47%46%42%42%42%41%40%34%33%28%NetworknewsNewspapersRadioCablenewsnetworks

Online-onlynewssitesPodcastsSocialmedia4Description:AsurveyheldinFebruary2022examiningtrustintheaccuracyofnewsandinformationfromvarioussourcesrevealedthatRepublicansingeneralarelesstrustingofthenewsmediathanAmericansaffiliatedwithotherpoliticalparties,with46percentreportingalotorsometrustinnetworknewsasopposedto77percentofDemocrats.Socialmediawastheleasttrustednewssourceamongallrespondents,whereasattitudestowardsnewspapersandradiowerethemostfavorable.

ReadmoreNote(s):UnitedStates;February9to10,2022;2,210respondents;18yearsandolder;resultsarefromrespondentswhoreportedhavingalotorsometrustinthesourcesSource(s):MorningConsult;TheHollywoodReporterTopissuesforvotersintheUnitedStatesmidtermcongressionalelectionsin2018and2022LeadingissuesforU.S.votersinthemidtermcongressionalelections2022202228%201830%26%25%25%20%15%10%5%19%18%16%14%13%9%9%8%7%0%EconomyAbortionHealthcareImmigrationGuncontrolTaxes5Description:Whenaskedtochoosethesinglemostimportantissuefortheupcoming2022congressionalmidtermelections,economicpolicyandabortionarethetopconcerns.Theimportanceofabortionin2022hasnearlytripledsincethemidtermelectionsof2018.Respondentsindicatedthathealthcareandimmigrationarealsoimportant.Healthcarewasthemostimportantissuein2018buthassincedropped12percentagepoints.ReadmoreNote(s):UnitedStates;May5-9,2022;807respondents;18yearsandolder;U.S.adultsSource(s):MonmouthUniversityCHAPTER

02SpendingNon-politicalandpoliticaladvertisingrevenuesintheUnitedStatesfrom2022to2024(inbillionU.S.dollars)Non-politicalandpoliticaladvertisingrevenuesintheU.S.2022-2024PoliticalNon-political4504003503002502003753433601501005013202217032023*2024*7Description:Accordingtothesource,in2023,non-politicaladvertisingrevenuesintheUnitedStateswillgrowbyfivepercenttoapproximately360billionU.S.dollars.Thatannualfigurewasprojectedtoincreaseby4.3percentthefollowingyear,reaching375billiondollars.Meanwhile,politicaladspendingwasforecasttoamountto17billiondollarsin2024,theyearoftheU.S.60thpresidentialelection.ReadmoreNote(s):UnitedStates;2022;*Forecast.calculatedsomeofthefiguresbasedonthesource'sdata.ReadmoreSource(s):Expert(s)(BrianWieser–MadisonandWall)PoliticaladvertisingspendingintheUnitedStateselectioncyclesfrom2018to2024(inbillionU.S.dollars)PoliticaladspendingintheU.S.2018-2024121010.298.986420420182020202220248Description:PoliticaladvertisingspendingintheUnitedStateswasprojectedtoamountto10.2billionU.S.dollarsin2024.Thisindicatedstronggrowthinadspendingcomparedtothepreviousmidtermsin2022.Thatyear,politicaladvertisingbuystotaledaround8.9billionU.S.dollars.ReadmoreNote(s):UnitedStates;2018to2022Source(s):AdImpactPoliticaladvertisingspendingonTV,digital,andradioadsofpresidentialcandidatesintheUnitedStatesasofNovember2023(inmillionU.S.dollars)Presidentialcandidates`politicaladspendU.S.2023AdvertisingspendinginmillionU.S.dollars05101520253035404550RonDeSantisJoeBiden4644DonaldTrumpNikkiHaley3732TimScott*24DougBurgumVivekRamaswamyFrancisSuarez*ChrisChristiePerryJohnson*RyanBinkley20844429Description:FloridagovernorRonDeSantiswasthe2024U.S.presidentialcandidatethatspentthemostonadvertisingonTV,digital,andradioasofNovember2023,withaspendingof46millionU.S.dollars.DeSantiswasfollowedbyU.S.presidentJoeBidenandhisadspendof44million,whileformerpresidentDonaldTrumpcompletedthetopthreewith37million.ReadmoreNote(s):UnitedStates;asofNovember27,2023;*Candidatehasdroppedoutofrace.ReadmoreSource(s):AdImpact;FinancialTimesAdvertisingspendingfortheUnitedStates2024electioncycle,bycategory(inbillionU.S.dollars)PoliticaladspendintheU.S.2024,byelectioncategory3.53.02.52.01.51.03.32.52.11.70.40.50.0GubernatorialSenateHouseofRepresentativesDownballotPresident10Description:In2024,expenditureforadvertisingintheUnitedStatespresidentialelectionwasforecasttoamountto2.5billionU.S.dollars.AdspendingfortheSenateelectionswasexpectedtoaddupto2.1billion.ReadmoreNote(s):UnitedStates;September2023;forecastSource(s):AdImpactPoliticaladvertisingspendingintheUnitedStateselectioncyclesfrom2014to2024,bymedium(inbillionU.S.dollars)U.S.politicaladspendingduringelectioncycles2014-2024,bymediumBroadcastTVCableTVDigital(videoonly)RadioConnectedTV(CTV)12108642020142016201820202022202411Description:BroadcastTVhasbeenthelargestrecipientofpoliticaladvertisingspendingintheUnitedStates.Inthe2024presidentialelections,around5.1billionU.S.dollarsinadbuyswereforecasttobedevotedtothemedium.Ontheotherhand,digitalvideospendingwasforecasttoamountto1.2billiondollars,downfrom1.4billionin2022.ConnectedTV(CTV)wasexpectedtoaddupto1.3billiondollars.The2024U.S.presidentialelectionwasprojectedtodriveanall-timehighinpoliticalad[...]

ReadmoreNote(s):UnitedStates;2014to2023*;electioncycles;*ProjectionasofSeptember2023.Figurespriorto2024takenfromearlierpublications.

DataondigitaladspendingwasonlycollectedafterJune2018.DataonCTVwasonlycollectedafter[...]

ReadmoreSource(s):AdImpactU.S.stateswiththehighestadvertisingspendingfortheSenateracesinthe2022electioncycleasofAugust2022(inmillionU.S.dollars)LeadingstatesinpoliticaladspendfortheU.S.Senateraces2022AdvertisingspendinginmillionU.S.dollars050100150200250GeorgiaArizona205.6182.1PennsylvaniaNevada175.12134.87WisconsinOhio128112.4912Description:Advertisingspendforthe2022SenateraceinGeorgia,UnitedStates,amountedtoroughly205millionU.S.dollarsasofAugust.Thestatehasrecordedthehighestpoliticaladspendingforthe2022U.S.Senateelectionssofar.TheracesinArizona,Ohio,Nevada,Pennsylvania,andWisconsinhadsurpassedeach100millionU.S.dollarsinadbuys.ReadmoreNote(s):UnitedStates;asofAugust10,2022Source(s):AdImpactU.S.stateswiththehighestadvertisingspendinginthegubernatorialelectionsinthe2022cycle?asofMarch2022(inmillionU.S.dollars)LeadingstatesinpoliticaladspendinU.S.gubernatorialraces2022AdvertisingspendinginmillionU.S.dollars051015202530IllinoisPennsylvaniaGeorgia28.4822.7618.08Texas16.92Arizona15.39NewYorkAlabamaWisconsinMichiganNevada14.510.8610.019.248.8313Description:Advertisingspendforthe2022gubernatorialelectionsinIllinoisamountedtonearly28.5millionU.S.dollarsasofMarch.ThestatehasrecordedsofarthehighestpoliticaladspendingfortheU.S.gubernatorialelectionsinthe2022cycle.Pennsylvaniaregisteredthesecondhighestadspend:Approximately23millionU.S.dollarswereinvestedinpoliticalcampaignsforthestate'sgovernorrace.ReadmoreNote(s):UnitedStates;asofMarch28,2022Source(s):AdImpactCHAPTER

03DigitaladvertisingPoliticaldigitaladvertisingspendingintheUnitedStatesfrom2020to2026(inbillionU.S.dollars)PoliticaldigitaladspendintheU.S.2020-20263.02.52.642.072.081.982.01.51.00.50.0202020222024*2026*15Description:PoliticaldigitaladvertisingspendingintheUnitedStateswasexpectedtoamountto2.64billionU.S.dollarsin2024,markinga28percentincreasefromthe2020valueof2.07billiondollars.PoliticaladspendingintheU.S.wasprojectedtoamountedto10.2billiondollarsin2024.ReadmoreNote(s):UnitedStates;2020to2022;*Forecast.Figureshavebeenrounded.ReadmoreSource(s):BIAAdvisoryServices;InsideRadioPoliticaldigitaladvertisingspendingintheUnitedStatesbetweenJanuary1andAugust1,2022,bytype(inmillionU.S.dollars)U.S.politicaldigitaladspending2022,bytype450388400350300250200150100503090Google/FacebookConnectedTV16Description:Nearly700millionU.S.dollarswereinvestedinpoliticaldigitaladvertisingintheUnitedStatesbetweenJanuary1andAugust1,2022.Ofthetotal,388millionU.S.dollarswenttopoliticalcampaignsonGoogleandFacebook,while309millionU.S.dollarswerespentonconnectedTV(CTV).ReadmoreNote(s):UnitedStates;January1toAugust1,2022Source(s):AdImpact;AxiosDistributionofpoliticalprogrammaticadvertisingspendingintheUnitedStatesfrom2018to2022,bydeviceProgrammaticadspendintheU.S.elections2018-2022,bydevicePhoneDesktopConnectedTV(CTV)Tablet120%100%80%60%40%20%0%4%4%7%5%19%30%37%31%23%51%46%43%20182020202217Description:ConnectedTV(CTV)madeuproughly30percentofthepoliticalprogrammaticadvertisingspendintheUnitedStatesin2022.AdbuysonCTVstronglyincreasedfromthe2020U.S.electioncycle,whenthedeviceallocated19percentofthetotalpoliticalprogrammaticadspending.Ontheotherhand,theshareofaddollarsinvestedinmobileanddesktopdeclinedinthe2022U.S.midtermelectionscomparedto2020.

ReadmoreNote(s):UnitedStates;2018to2022Source(s):BasisTechnologiesLeadingMetaadvertisersintheUnitedStatesbetweenNovember2018andApril2022(inmillionU.S.dollars)LargestMetaadvertisersintheU.S.2018-2022SpendinginmillionU.S.dollars010203040506070MikeBloomberg2020IncTrumpMakeAmericaGreatAgainCommitteeBidenVictoryFund63.3358.2755.44BidenForPresident43.9DonaldJ.TrumpforPresident,Inc.StopRepublicans33.2526.5425.6424.1821.43FacebookAppU.S.CensusBureauFacebook,Inc.Instagram17.4718Description:BetweenNovember2018andApril2022,MikeBloomberg2020,Inc.wasthelargestMetaadvertiserintheUnitedStates,withaspendingof63.33millionU.S.dollars.TrumpMakeAmericaGreatAgainCommitteerankedsecond,withanexpenditureof58.27million.ReadmoreNote(s):UnitedStates;November29,2018toApril24,2022Source(s):SortlistCategorieswithhighestMetaadvertisingspendingintheUnitedStatesbetweenNovember2018andApril2022(inmillionU.S.dollars)MetaadspendintheU.S.2018-2022,bycategorySpendinginmillionU.S.dollars0100200300400500600Government/politicalSocialmediaGlobalmattersFinance517.6999.2454.2920.7115.9415.3812.349.44EnergyWebpagePharmaceuticalActivistDiscounts9.4Retail6.2719Description:BetweenNovember2018andApril2022,governmentalandpoliticaladvertiserswerethelargestMetaadvertisingcategoryintheUnitedStates,withaspendingofroughly518millionU.S.dollars.Socialmedia-theMetaApp,Facebook,andInstagram-rankedsecond,withanexpenditureofover99milliondollars.ReadmoreNote(s):UnitedStates;November29,2018toApril24,2022Source(s):SortlistLargestpoliticaladvertisersonGoogleintheUnitedStatesasofNovember2023,byadspend(inmillionU.S.dollars)U.S.largestpoliticaladvertisersonGoogle2018-2023,byadspendSpendinginmillionU.S.dollars010203040506070809085.283.4BidenforPresidentDonaldJ.TrumpForPresident,Inc.MikeBloomberg2020Inc61.9TrumpMakeAmericaGreatAgainCommitteeSenateLeadershipFund47.524.423.321.3DSCCNRSCDNCServicesCorp/DemocraticNationalCommitteeBidenVictoryFund191816.2WarnockforGeorgia20Description:AccordingtotheevaluationofpoliticaladvertisingspendingonGooglebetweenMay30,2018andNovember7,2023,theBidenforPresidentgroupwasthelargestadvertiserontheplatform,withadspendingofmorethan85.2millionU.S.dollarsinthemeasuredperiod.DonaldJ.TrumpforPresident,Inc.rankedsecondinthattime,with83.4milliondollarsspentonGoogleads.ReadmoreNote(s):UnitedStates;May30,2018

toNovember7,2023Source(s):GoogleCHAPTER

04TVadvertisingBroadcasttelevisionpoliticaladvertisingspendingintheUnitedStatesfrom2014to2024(inbillionU.S.dollars)BroadcastTVpoliticaladspendintheU.S.2014-202465435.35.14.52.52101.71.3201420162018202020222024*22Description:PoliticaladvertisingonbroadcastTVintheUnitedStatesisforecasttoamountto5.1billionU.S.dollarsin2024,whenthecountryholdspresidentialelections.Theamountwouldrepresentaslightdecreasefromthe5.3billioninvestedinbroadcastTVadvertisinginthe2020presidentialelections.ReadmoreNote(s):UnitedStates;2014to2022;localTV;electioncycles;*Forecast.Figurespriorto2024takenfromearlierreports.ReadmoreSource(s):AdImpact;DTVadvertisingspendingduringpresidentialcampaigninselectedstatesintheUnitedStatesasofOctober2020(inmillionU.S.dollars)TVadvertisingspendingduringpresidentialcampaignintheU.S.2020,bystateAdvertisingspendinginmillionU.S.dollars050100150200250300FloridaPennsylvaniaMichiganNorthCarolinaWisconsinArizona257.5195.7120.1110.8101.597.4Georgia28.627.527.1NevadaMinnesotaOhio18.915.6IowaTexas7.34.9NewHampshire23Description:Astudyfrom2020ontheTVadvertisingspendingaspartofthepresidentialcampaignintheUnitedStatesfoundthatthestateswiththehighestspendingonpresidentialcampaignTVadswereFloridawith257.5millionU.S.dollars,followedbyPennsylvaniaat195.7millionU.S.dollars.Otherstates,suchasOhio,sawlessTVadspending,with18.9millionU.S.dollars.ReadmoreNote(s):UnitedStates;asofOctober2020Source(s):AdvertisingAnalytics;NPRLeadingTVprogrammingtargetedbyTrump'spresidentialcampaignadvertisingintheUnitedStatesasofOctober2020,bynumberofspotsairedLeadingTVshowstargetedbyTrumppoliticaladsintheU.S.2020,byspotsairedNumberofspotsaired010,00020,00030,00040,00050,00060,00070,000LocalnewsCBSThisMorning62,5862,0552,0121,9061,8681,6781,5611,1951,1581,145TodayShow(NBC)TheBigBangTheory(Syndication)FamilyFeud(ABC)GoodMorningAmerica(ABC)JudgeJudy(CBS)LateShowwithStephenColbert(CBS)LivewithKellyandRyan(ABC)TwoandaHaldMan(Syndication)24Description:AstudyofpoliticaladvertisingairedontelevisionintheUnitedStatesbetweenJuneandOctober2020,foundthatmostadsbyRepublicancandidateTrumpwereairedduringlocalnews,namely62,686ads.Another2,055TVadswereairedbytheTrumpcampaignduringCBS'sThisMorning.ReadmoreNote(s):UnitedStates;June19toOctober24,2020Source(s):CNN;KantarLeadingTVprogrammingtargetedbyBiden'spresidentialcampaignadvertisingintheUnitedStatesasofOctober2020,bynumberofspotsairedLeadingTVshowstargetedbyBidenpoliticaladsintheU.S.2020,byspotsairedNumberofspotsaired010,00020,00030,00040,00050,00060,00070,00080,00090,000100,00093,894LocalnewsJudgeJudy(CBS)3,290GoodMorningAmerica(ABC)CBSThisMorning3,2493,2392,9382,7822,6332,3702,0891,806TheBigBangTheory(Syndication)FamilyFeud(ABC)TodayShow(NBC)ThePeople'sCourt(Syndicnation)LivewithKellyandRyan(ABC)Dr,Phil(Syndicnation)25Description:Thelonganticipated2020presidentialelectionintheUnitedStateshasbeenaccompaniedbymanycampaignadsairedonbroadcastingTV.AstudyexaminingpoliticaladvertisingairedbetweenJuneandOctober2020foundthatmostadsbyDemocraticcandidateBidenwereairedduringlocalnews,with93,894.ThesecondlargestnumberofBiden'sadsrunduringJudgeJudy.ReadmoreNote(s):UnitedStates;June19toOctober24,2020Source(s):CNN;KantarCHAPTER

05ConsumerperspectiveVoters'opinionsonpoliticaladvertisingintheUnitedStatesasofJuly2022Voters'perceptionsofpoliticaladvertisingintheU.S.2022Shareofrespondents0%10%20%30%40%50%60%70%80%90%Votersthattendtotuneoutorignorepoliticaladsinthemedia76.5%Votersthatagreecertaincontrolsshouldbeplacedonsocialmediaplatformsforpoliticaladvertisers76.5%75.4%VotersthatsaidpoliticaladsdonotmakethemconsiderchangingtheirpoliticalpartyVotersthatbelieveconsumerdatashouldnotbemadeavailabletopoliticaladvertisers63.9%Votersthatfindpoliticaladvertisingunethical58.9%27Description:Over75percentofeligiblevoterssurveyedintheUnitedStatesin2022reportedtheytendtotuneoutorignorepoliticalads.Accordingtothestudy,roughly60percentofrespondentsconsideredpoliticaladvertisingunethical,andthemajority(76.5percent)supportedtheregulationofpoliticaladsonsocialmedia.Additionally,around64percentdeclaredthatconsumerdatashouldnotbeavailabletopoliticaladvertisers.ReadmoreNote(s):UnitedStates;asofJuly7,2022;260respondents;18yearsandolder;amongeligiblevotersSource(s):BDEXConsumers'opiniononhowoftenbrandsshouldtakeastandonimportantsocialandpoliticalissuesintheUnitedStatesin2022and2023Consumers'opiniononbrandsaddressingpoliticalissuesintheU.S.2022-2023Yes,always7%Yes,sometimesNo,nottypicallyNo,neverI`mnotsure100%90%80%70%60%50%40%30%20%10%0%8%30%30%26%23%28%23%11%14%January2022January202328Description:Duringanearly2023survey,11percentofrespondingconsumersintheUnitedStatessaidbrandsshouldalwaystakeastandonimportantsocialandpoliticalissues.Ayearearlier,thatsharestoodat14percent.Meanwhile,thepercentageofrespondentsstatingthatbrandsshouldnottypicallydothatwentfrom26percentin2022to28percentthefollowingyear.ReadmoreNote(s):UnitedStates;January7to11,2022,andJanuary13to17,2023;3,724respondents;18yearsandolder;weightedbyU.S.CensusSource(s):CivicScienceOpinionsonlimitingpoliticaladvertisingspendingbygroupsnotaffiliatedwithcandidatesduringpoliticalcampaignsintheUnitedStatesasofAugust2022OpinionsonlimitingpoliticaladspendintheU.S.2022Notsure24%Spendingshouldbelimitedbylaw60%Spendingshouldremainunlimited16%29Description:AmongadultsintheUnitedStates,60percentagreedwithlawlimitationsforpolit