Trump Tops $1.2 Billion in Earned Media for August; Negative Candidate Coverage Heavily Tilted Trump over Clinton

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With a month dominated by negative new of the candidates, Donald J. Trump media coverage increases 34% in August 31 to $1.2 billion in free, earned media for August. Hillary Clinton drops 27% in monthly coverage to only $598 million according to MediaMax Online’s Earned Media Research Dashboard.

August 2016 Presidential Earned Media Battle

Negative media coverage heavily tilted to Trump.

The Earned Media Battle of Clinton vs. Trump shows a large, widening race of media coverage last month. For the month of August 2016, MediaMax Online analyzed 1.10 million articles and stories to report that Donald J. Trump overwhelmed Hillary Clinton in earned media and media exposure for the month. Trump was the prominent candidate in 67% of the stories and amassed more media value and impressions than Clinton. Trump earned media was $1.225 billion to Clinton’s $598 million. Trump impressions (potential readers and viewers) was 36.9 billion to Clinton’s 27.1 billion.

The August figures represent a monthly gain for Trump of 34% more earned media coverage and a monthly drop for Clinton of 27%. The month of August was dominated by negative news for both candidates with the coverage heavily tilting toward Trump. August 31 showed a big one day jump of over $72 million in coverage for Trump with his visit with Mexican President, Peña Nieto, and his immigration policy announcement.

Earned Media values reflect publicity efforts and news coverage for a particular candidate unlike paid advertisements. According to the Institute of Public Relations, weighted Earned Media costs offer scientifically sound, quantifiable data that provides comparative metrics for the evaluation of media outlets and publicity campaigns, as well as a direct comparison to advertising in terms of impact.

MediaMax Online launched a 2016 Presidential Election Earned Media Dashboard to track the “Earned Media Battle” between Hillary Clinton and Donald Trump. The free website displays a dashboard of media analysis comparing the candidates by Earned Media, Impressions and Article/Clip Prominence. Access the free 2016 Presidential Election Earned Media Dashboard

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