Political Candidates Use Different Strategies to Engage Voters Through Digital Advertising
Newt 2012 delivered nearly 30 percent of its display ads through the Drudge Report and more than 20 percent through the Fox News Digital Network both sites known to have conservative leanings. Meanwhile, Rick Santorum for President delivered the highest share of its display ad impressions on TheBlaze.com, Glenn Becks political blog owned by Clear Channel. These differences in strategy suggest that Santorum and Gingrich have been focusing primarily on primary voters, while the Romney campaign may have always had its eyes looking 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.