Ad Spend in 2012 Presidential Campaign


We’ve all been bombarded with political advertisements for what seems like an eternity leading up to the 2012 presidential election. Whether the ads have appeared on television, or online on our Facebook newsfeed, most people despise the repetitive ads. (Secretly, The Media Captain likes them…We’re obsessed with advertising!)

Low and behold, after the elections on November 6, 2012, the American citizens can go back to enjoying a barrage of upcoming holiday advertisements leading up to Christmas. In the meantime, we wanted to share five fascinating statistics regarding political advertising spend in 2012:

• Florida received the highest amount of ad spend with a total of $147 million
• $347 million was spent on ads supporting Barack Obama; $386 million was spent on ads supporting Mitt Romney.
• Of the $386 million worth of advertising supporting Romney, 91% was spent on negative ads compared to Obama (85%).
• Online advertising was Obama’s highest expense after media buys and payroll
• Obama spent $1.18 million on paid search, compared to Romney’s $0.24 million. This resulted in Obama receiving 1.1 million clicks on 22.3 million impressions, compared with Romney’s 0.23 million clicks on 4.5 million impressions.

The Media Captain is an online video and marketing company based out of Columbus, Ohio and New York City.