YouTube is the ‘Hometown TV’ of Presidential Marketing

The Washington Post: YouTube “has become not just the Web’s biggest petri dish for the funny, weird and astronomically popular. With its 1 billion viewers and cultural omnipresence, it now offers campaigns a breadth no hometown TV network can match … Republican front-runner Donald Trump has been the most digitally prolific, with more YouTube views and videos about his campaign than all other candidates, data provided by Google show. Bernie Sanders, Hillary Clinton and Cruz follow, in that order, closely resembling the real-life race.”

“In an encouraging sign for campaign ad makers — and a reflection of how bizarre or amusing this race has become — many viewers are seeking out the same political ads they only previously endured during commercial breaks. Since April 2015, Google data show, Americans have watched 12,500 years’ worth (110 million hours) of YouTube videos about the 2016 issues and candidates.”

“Though broadcast TV remains king, gobbling up $2 billion of ad budgets, campaigns are increasingly turning to YouTube for its finer precision in targeting voters and its potentially viral popularity. Old-fashioned commercials are pricey, time-limited and impossible to pass on, while YouTube lets campaigns experiment with a wider range of lengths, costs and talking points.”

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