Reconsidering Campaign Investments

As we look back on the 2012 campaign cycle and the approximately $6 billion that was spent by candidates across the board, most of the discussion has centered on the unprecedented amounts of money spent on paid communications, especially television. But just how meaningful is this measure? Oftentimes it seems that money spent and number of ads run are used interchangeably with how effective the campaign was. This relationship might have been meaningful back when televisions broadcast only three stations and the internet was just a concept in the minds of a few tech geeks, but with the increasingly fragmented digestion of information is this still a relationship on which to focus? From a statistical standpoint, the answer is no.

Read the full memo here or view the infographic here.