DRILLDOWN BY TOPIC (EST.)
See which advertisers own the most "share of voice" on a specific topic. This only reflects Facebook ad data.
EST. TOPIC FACEBOOK SPEND OVER TIME
DEBATE TV VIEWERSHIP
In partnership with 605, see candidate screen time and viewership behavior from the 2nd Democratic debates.
WHO WATCHED THE DEBATES?
While every campaign is talking about swing state voters, very few of these voters are watching the Democrats on the debate stage. Although households in key swing states were 1.03x more likely than the average household to tune-in either night of the debate for longer than 15 cumulative minutes (for an average of 115 minutes) they were even more likely to tune into The Bachelorette finale, which aired at the same time.
Viewership index reflects the number of households who watched the debate relative to the average HH in 605’s 21 million household footprint. E.g. a score of 150 means that the household was 1.5x more likely to watch.
WHEN DID AUDIENCES WATCH?
The peak moments were in between the second and third commercial break and included discussions about beating trump, climate crisis, infrastructure and race issues.
Moments are scored on an index from 1-100, with 100 being the most-viewed moment of the debate.
The peak moments in Night 2 were between the second and third commercial break, during discussions about criminal justice, the racial divide, and environmental issues.
WHAT DID THEY SEE?
Waren, Sanders, Biden, and Harris were the most visible and vocal candidates.
TV viewership data from 605
605 ties processed viewership events to content metadata (identifying the programs and advertising that aired during the viewing) and custom metadata (which candidate was on-screen during tuneaway moments) from data partners. The households are matched, via a SafeHaven, to person and household level data. For client engagements, this often includes CRM behaviors.
2020 Tracker Methodology
- Ad spend data is drawn from the Facebook Ad Library Report (which includes Instagram) and the Google Transparency Report (which includes all Google properties, notably Search and YouTube). Spend numbers include official campaign spending. For Donald Trump, we include the sum of Donald J. Trump for President and the Trump Make American Great Again Committee as it is a joint fundraising committee of the RNC and Donald J. Trump for President.
- Demographic and Geographic data is estimated from the Facebook Ad Library API. Based on the spend ranges provided by Facebook for each creative, we project an actual spend number as a proportion of the total reported weekly spend.
- Topics are classified based on keyword searches. Ad spend data is projected in the same way as Demographic and Geographic data.
Spanish-language Topics powered by EquisLabs
Language classification and Spanish-language topics are powered by Equis Labs. EquisLabs is a research and innovation hub working to build Latinx power. Our work is focused on three areas: data, digital, and leadership. Often Latinx voters aren't being targeted; when they are targeted, they are not being reached; and when they are being reached, it is with messages that aren't connecting. It leaves our voters at a deficit of information, even about who's on the ballot. Our goal is to help create an informed and active Latino electorate that is changing the way we think about the community and building toward power. Read more about EquisLabs on their website.