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Sensor Tower · Abraham Yousef · September 2024
MMM: 2024 US Presidential Campaign Advertising and Web Engagement Trends Around RNC and DNC
Sensor Tower estimates show that the Harris campaign ramped digital US ad spend on social media networks during the recent DNC and saw commensurate increases in website traffic. While the Harris campaign primarily spent on Facebook (37%) and Instagram (32%) ads to reach prospective voters during the DNC, the Trump campaign spent more aggressively on X (60%) during its respective party convention (the RNC).
Key Takeaways:
Per ST data, the Harris campaign ramped digital US ad spend heavily on Instagram (+58% WoW), Facebook (+55% WoW) and YouTube (+16% WoW) during the DNC, with the campaign likely trying to seize consumer attention during this period of heightened news coverage and interest. This influx of ad spend may have also spurred engagement with the campaign’s website as ST data shows that US desktop and mobile web DAUs jumped an average of 15% and 37% WoW, respectively, during the DNC
The Harris campaign primarily relied on Facebook, Instagram and YouTube to reach prospective voters (and campaign contributors) during the DNC as the networks represented 37%, 32% and 31% of US ad spend, respectively, throughout the event
This differed from the Trump campaign, which allocated a material portion of its US digital ad spend to X (60%) to reach prospective voters (and campaign contributors) during the RNC
Narrowing poll leads, driven by the arrival of the new democratic candidate, Kamala Harris, in late Jul’24, has led the Trump campaign to double down on ad spend in states, such as Pennsylvania, to reach prospective voters. Per ST data, the Trump campaign increased its US Facebook ad spend in Pennsylvania, with spend share in the state up roughly 300bps from July 20 to now vs the prior 30 days, as the former President is likely trying to secure the state with much more urgency than before given his narrowing lead in recent polls
Conversely, Harris’ wide poll lead in Michigan has prompted the Trump campaign to reduce ad spend significantly there, given a potential win in the state may be growing further out of reach. Per ST data, the Trump campaign’s US Facebook ad spend share in Michigan from July 20 to now is down 1,500bps vs the prior 30 days (when Biden was still in the race), as its shifted spend more towards states with narrower poll gaps (such as Pennsylvania)
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Written by: Abraham Yousef, Senior Insights Analyst
Date: September 2024