Editor's note: Here's the 21st installment of the 2016 Presidential Campaign Ad Scorecard. The chart below represents a collaboration between the Ad Age Datacenter -- specifically, Kevin Brown, Bradley Johnson and Catherine Wolf -- and Kantar Media's Campaign Media Analysis Group (CMAG). Some context from Simon Dumenco follows. --Ken Wheaton
• First of all, ICYMI: Last week in Campaign Scorecard we covered the massive gap between the advertising budgets of the Hillary Clinton and Donald Trump campaigns. See: "Clinton and Pro-Hillary PACs Have Spent $192M More on TV, Radio Ads Than Trump and His Supporters."
• Also ICYMI: Two weeks ago, we took a look at the local TV stations (and their corporate owners) that have benefitted the most from presidential ad campaign spending to date. See: "These 10 TV Stations Alone Have Pulled in $132.9M in Presidential Campaign Ad Spending."
• Our interactive Campaign Scorecard charts, which are designed by Ad Age's Chen Wu, have typically looked like this. But this week, as a bookend to the special TV-station edition from two weeks ago, we're again breaking with our usual format to take a close look at radio. Notably, half of the top 10 radio stations pulling in the most presidential ad campaign dollars are iHeartMedia-owned, as shown below.
• As we've noted before, despite all the hype about this year's campaign being a turning point for digital ad dollars, it's still a very good time to be a traditional broadcast media owner... in certain markets. As you'd expect, the windfall has been considerably less for radio stations than TV stations, but the cumulative total spent on radio to date (from April 5, 2015 through Nov. 7, 2016, including advance bookings) during this presidential campaign -- $37.7 million -- suggests that the various campaigns still have considerable faith in the get-out-the-vote power of radio advertising.
• In the weeks and months ahead, as the advertising action shifts to swing states, we'll be closely tracking a new set of political ad-dollar recipients.
|Station||Market||Station Owner||Ad Spending|
|1||WHO-AM||Des Moines, IA||iHeartMedia||$822,998|
|2||WZID-FM||Manchester, NH||Saga Communications||$513,755|
|3||WBZ-AM||Boston, MA||CBS Corp.||$425,500|
|4||WOC-AM||Quad Cities (Davenport-Rock Island-Moline), IL-IA||iHeartMedia||$398,422|
|5||WHQT-FM||Miami-Fort Lauderdale-Hollywood, FL||Cox Enterprises||$354,410|
|6||WOKQ-FM||Portsmouth-Dover-Rochester, NH||Town Square Media||$351,435|
|7||WLLR-FM||Quad Cities (Davenport-Rock Island-Moline), IL-IA||iHeartMedia||$339,475|
|8||WMT-AM||Cedar Rapids, IA||iHeartMedia||$293,247|
|10||WEDR-FM||Miami-Fort Lauderdale-Hollywood, FL||Cox Enterprises||$276,335|
Total radio: $37,749,976.
Source: Ad Age analysis of data from Kantar Media's CMAG.
Spending and ad buys (future buys subject to change) for president campaigns from April 5, 2015, through Nov. 7, 2016, as of July 7, 2016.
Includes spending by candidates, political action committees and advocacy groups.