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SENSOR TOWER · SEEMA SHAH · JUNE 2024
MMM: 2024 Presidential Election Campaign Advertising Trends; UEFA Euro Championship Streaming Apps Experience Explosive Growth
Both the Biden and Trump campaigns have materially altered their advertising strategies for the upcoming 2024 election. The 2020 UEFA European Championship final game was watched by over 300mn people, making it the second most-watched soccer tournament after the World Cup. The 2024 tournament has started strong, with a 160% increase in DAUs on streaming apps in the US and UK for the initial match.
Key Takeaways:
Ahead of the first debate in the 2024 US presidential election, the Biden for President campaign increased US ad spend by 48% during the past two weeks (6/6 - 6/19) vs the prior two weeks (5/23 - 6/5). Comparatively, the Donald J. Trump for President campaign decreased its ad spend by 9% through the same period, which may suggest the campaign is more focused on in-person events, word-of-mouth advertising and traditional media for this debate
Per ST data, 36% of the Biden for President campaign’s US Facebook ad spending YTD 2024 is allocated towards swing states such as Michigan (11%), Pennsylvania (11%), North Carolina (7%) and Wisconsin (7%). Ahead of the 2020 election (Jan’20-Jun’20), the Biden for President campaign allocated a much smaller portion of US Facebook ad spend towards Pennsylvania (4%), Michigan (3%), North Carolina (3%) and Wisconsin (2%), suggesting that the 2024 Biden campaign is more focused on reaching and potentially winning over voters in swing states during this election versus the 2020 election
The majority of the Donald J. Trump for President campaign’s US Facebook ad spend in YTD 2024 is allocated towards states such as Illinois (10%), Pennsylvania (10%) and Texas (7%). Like the Biden campaign, the Trump campaign has also allocated a significant portion of spend towards Pennsylvania in YTD 2024, which further exacerbates how vital the contested state (and other swing states) will be going into this election
The Euros kicked off on June 14th, propelling DAUs by 144% and 180% DoD, for the Fox Sports and ITVX apps, respectively, as each held exclusive rights to stream matches in the US and UK, respectively
Per ST data, mobile adoption has exploded since the last tournament, as downloads for the FOX Sports app on the opening day of the event rose 60% DoD in 2021 but surged over 300% DoD in 2024
Analyzing UK ad spend by keyword filters for “EURO 2024” and “UEFA EURO” indicates that only 5 of the 13 official global sponsors touted their Euros sponsorship prior to June. UK ad spend in June has already spiked 20x MoM as advertisers waited for the official start of the tournament to launch their EURO 2024 focused campaigns
UK ad spend connected to the Euros skews towards video channels as YouTube and TikTok account for 44% and 17% of spend across devices amongst the official global sponsor cohort
For more information, request the full report from reports@sensortower.com.
