American Presidential Election – Marketing Budget

Congratulations obamaTalk about the US elections, probably the biggest Marketing budgeted campaign of the year 2012.

With Obama breaking the record fundraising with over 1$ billion dollars to support his election, Mitt Romney was not far from reaching his own 1$ billion .

If you consider that US presidential main part of these donations came between November and June, then you average spending (for both candidates) 500$ million per month, or 16,7$ million per day, or 695,000$ per hour, or 11,600$ per minute, or 190$ per second.

There are other sources such as  in economiccollapsenews who claim that “Obama team spent $5.98 per voter, while the Romney campaign put in $5.77 per voter, which is a total of $11.75 per registered voter”. Lorelei Yang stated in that the electoral fundraising process limits less wealthy people, with less connections, to be able to run for president, due too few needed funds. Additionally, the general election campaign spending, including the congressional and senate races throughout the United States,  until Nov. 4, 2012 is now at $4.2 billion, according to a report from the Center for Responsive Politics (CRP), which add up to $6 billion by the end of Election Day.

But, what did candidates do with all this money?

The money does not go to only the nominees campaigns, but also to their political organization (e.g., Republican National Committee). Still the majority of the campaign budget is spent on television ads, banners, rallies and other campaign advertising,


Some of the swing states in US were specially targeted by both parties, with Ohio getting the biggest investment of 181$ millions spent in campaign ads (1/10 of overall budget of Obama + Romney), for the chance to win only 20 votes. 6,647 ads were produced in Columbus (OHIO) during the month of October alone, which is equal to 333 ads per day.



Obviously, the money is an issue, but its not an issue when 0.5% of vote in one state can make the difference between winning and loosing. In this sense, campaign nominees did not care about efficiency.

The main money providers this year were: finance, insurance and real estate industries, lawyers and lobbyists,  miscellaneous business, retirees, retailers, women’s groups, hospitals, nursing homes and the technology industry (source: CRP).

Overall, being this year the year when both Democrats and Republicans raised the bar and went all-in, there are questions, passionately discussed on blogs and forums, whether the magnitude of this electoral campaign can ever be replicated in the future.

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