Navigating trends in election coverage to tell your company’s story
We just experienced the latest “most historic election of our lifetime,” with breathless media coverage seemingly starting earlier and going deeper than any other race. The Inksights team ran the numbers and can confirm that this is, in fact, true. While the election is over, coverage is ongoing. We’ll look back at the data to inform our recommendations on breaking through the noise.
Dramatic Surge in 2024 Election Coverage Volume
It is not recency bias. Media coverage of the 2024 election exploded compared to 2020. Our analysis shows a 57% increase in coverage year to date (Jan. 1 to Nov. 6, 2024) compared to the same time period four years ago.
Election coverage intensified in March 2024, with a 24% increase from January. Compare this to 2020, where coverage remained relatively steady until the second half of the year. Notably, March 2024 saw triple the election-related stories compared to March 2020.
This surge in election coverage drowned out other news. By the end of Q2 2024, non-election coverage noticeably declined, with a sharp 14.3% drop in May alone.
Key Insight: Election coverage isn’t limited to the end of the year. In a media landscape centered on elections, related stories dominated much earlier. This means non-election topics must be strategically timed to achieve maximum visibility.
Lessons Learned from 2020 Election Coverage
Examining the full coverage cycle of 2020 offers valuable insights into what to expect after an election. In 2020, non-election media coverage significantly declined during the second half of the year. By Aug. 1, non-election-related coverage dropped by 3.2% compared to March 1, while election-related coverage surged by 110% over the same period. The month-by-month changes in election-related and non-election media coverage are illustrated below.
Looking at post-election 2020 media coverage trends provides guidance for the months following an election. While election coverage began to slow slightly in December (likely due to the holidays and resulting in a well-deserved election-story respite for journalists), it jumped 56% in January 2021. Election coverage stayed elevated throughout Q1 2021, and it was not until March that it began to taper off, falling 58%. While 2020 election coverage may have had a longer tail due to a delayed concession, it still provides insights into what we can expect this time around.
Key Insight: Although the election occurs in November, media attention on election-related news extends into the new year. Planning a big announcement in January? Look to later in Q1, if possible, to let the inauguration news subside.
B2B Tech Media Trends in an Election Year
The following compares the total number of articles published year to date (Jan. 1, 2024 – Nov. 11, 2024) to the same timeframe last year. Overall story volume is down across all but the technology trades.
When we zoom in on the second half of the year (July 1, 2024 – Nov. 11, 2024), the year-over-year (YoY) percent increase in technology trade articles grows even greater – 4.2% more total articles compared to the same period in 2023. It’s also interesting to note that technology trades saw nearly a 55% increase in federal policy/regulation-related articles in the second half of 2024. By contrast, the volume of education trade coverage dropped dramatically (by 16.5%) in the second half of 2024, which is surprising considering the usual spike in education trade coverage we expect to see at the start of a new academic school year.
Key Insight: Technology trades may be insulated from election coverage, but be prepared to share more thought leadership and news related to adjacent topics like tech policy, cybersecurity, and federal regulations during an election year. Want to tell your AI story? Great, but it better have a legislative angle.
Takeaways
Election news cycles now consume 12 months of mindshare with many journalists and media outlets. Understanding how election coverage evolves and impacts non-election stories helps inform PR, communications, and go-to-market strategies, including how to think about announcements and campaigns in the first quarter of 2025.
For example, election news cycles are a great opportunity to investigate owned and paid content campaigns, where you have more control of the narrative and how it gets to market. By adjusting to election trends and planning strategically, organizations can navigate the crowded media landscape to increase visibility and ensure their messages effectively reach audiences.
Our Inksights: Media Intelligence Reports will continue to analyze media stories and uncover insights around trending topics to provide strategic, actionable advice for PR professionals, marketers, and stakeholders.
To stay on top of analytics in the past year, check out our previous analysis of IPO and artificial intelligence media coverage trends.
