A New York Times report highlighted that Republican presidential front-runner Donald Trump's “mammoth advantage in free media” coverage over potentially “any candidate ever,” may be part of the reason “he wins primary after primary with one of the smallest campaign budgets.”
Trump has dominated the news cycle for months. A Media Matters report found that Fox News in particular has given Trump nearly $30 million in free airtime since the launch of his presidential bid. Broadcast news outlets have received criticism for Trump's “unprecedented” access via phone interviews.
The New York Times reported on March 15 that part of the reason Trump “wins primary after primary with one of the smallest campaign budgets” is that he “dominates” earned media -- which includes “news and commentary about his campaign on television, in newspapers and magazines, and on social media” -- giving him a “mammoth advantage” over other candidates. According to The Times' report, Trump far outpaces other presidential candidates in free media coverage, noting that in February “he earned as much media as [Ted] Cruz and [Hillary] Clinton combined”:
Of all the ways Donald Trump has shocked the political system, one of the most significant is how he wins primary after primary with one of the smallest campaign budgets.
He still doesn't have a super PAC. He skimped on ground organization and field offices. Most important, he spent less on television advertising -- typically the single biggest expenditure for a campaign -- than any other major candidate, according to an analysis by SMG Delta, a firm that tracks television advertising.
But Mr. Trump is hardly absent from the airwaves. Like all candidates, he benefits from what is known as earned media: news and commentary about his campaign on television, in newspapers and magazines, and on social media. Earned media typically dwarfs paid media in a campaign. The big difference between Mr. Trump and other candidates is that he is far better than any other candidate -- maybe than any candidate ever -- at earning media.
Mr. Trump earned $400 million worth of free media last month, about what John McCain spent on his entire 2008 presidential campaign. Paul Senatori, mediaQuant's chief analytics officer, says that Mr. Trump “has no weakness in any of the media segments” -- in other words, he is strong in every type of earned media, from television to Twitter.
Over the course of the campaign, he has earned close to $2 billion worth of media attention, about twice the all-in price of the most expensive presidential campaigns in history. It is also twice the estimated $746 million that Hillary Clinton, the next best at earning media, took in. Senator Bernie Sanders has earned more media than any of the Republicans except Mr. Trump.
But Mr. Trump still dominates. In February, he earned as much media as Mr. Cruz and Mrs. Clinton combined.