Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Facebook Dominates 2019/2020 Political Ad Spending

Google and Facebook already control 60.8% of the total US digital ad market. And when it comes to the duopoly's share of digital political ad revenues, it has an even tighter grip, with a combined 77.6% this election cycle.

Facebook is the dominant digital platform for political ads, capturing a 59.4% share during the 2019/2020 election cycle. That equates to $796.8 million*.

“Facebook offers reach, targeting capabilities and ease of use that appeal to political advertisers,” eMarketer forecasting analyst Eric Haggstrom said. “Candidates can more quickly and easily send ads to potential supporters compared with TV or radio. In a competitive election, timeliness, efficiency and relevancy are incredibly important.”

Google is No. 2 among political advertisers, capturing 18.2% of all digital political spending during 2019/2020. That equates to $243.7 million.

“Google has a smaller display business overall than Facebook, and its relatively lower political ad revenues correspond in part to its smaller display footprint,” eMarketer principal analyst Nicole Perrin said. “Facebook is also continuing to allow a range of targeting options for political ads, including custom audiences and lookalike targeting, which Google has disallowed.”

While eMarketer does not break out Google’s political ad revenues by format, we know most money spent on display ads goes to YouTube.

“YouTube is popular because campaigns can run the same or similar ads that they are running on TV, while reaching a different audience,” Haggstrom said. “Additionally, YouTube allows candidates to test and experiment with various ads before running them on TV.”

Search spending on Google is fairly steady throughout the election season, as candidates seek to have their names appear at the top of search results. Display and video ad buying usually spike a bit closer to the election, as campaigns buy ads to persuade voters to cast ballots.

*Our figures for Facebook political ad revenues vary from those shown on our Political Ad database. This is because the database includes spending that Facebook considers a “politically sensitive topic” but does not meet our definition of a political ad.