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Election 2016 – RNC & DNC Recap
August 3, 2016
PAGE 2
A B O U T G P G ’ S D I G I TAL L A N DS CAP E A N A LYS IS
A digital landscape analysis is used to understand who, what, when, and where things are being
discussed online. It is recommended to inform strategic communication strategies and follow ongoing
trends in coverage.
It is conducted online using online media analysis tools to evaluate publically available social and
digital media.
• Driven by topic, not audience
• Media evaluated is based on statistically relevant samples (95%-99%) to ensure the most accurate
depiction
About This Digital Scan: For analysis of the Republican and Democratic national conventions, we
captured data from July 16-24, 2016 and July 23-31, 2016, respectively, and examined online news
media, blogs, forums, multimedia channels and social networks.
PAGE 3
K E Y F I N D I NGS
More conversation surrounding DNC than RNC
Although the RNC drew more traditional TV viewers, the online conversation about the DNC
was significantly larger than the online conversation about the RNC.
Party unity a key narrative in both conventions
Both conventions attempted to portray a cohesive image, but both had moments of vocal
opposition. Some online conversations encouraged disillusioned partisans to unite, while
others reiterated distaste for their party’s candidate.
Nominees outshined by opening night speakers
Although conventions are typically thought to build to a crescendo throughout the week, the
most talked about speeches for both parties occurred on the first night. Melania Trump and
Michelle Obama’s speeches were both discussed more than Donald Trump or Hillary Clinton’s.
6,625,381
9,357,400
RNC DNC
Melania
191,532
Michelle
195,271Donald
180,558
Hillary
177,324
RNC DNC
PAGE 4
R N C C O V E RA GE P E A K ED F O L L OWI NG D AY S 1 A N D 4 . S E N T I MENT
WA S E V E N T H RO UGHO UT W E E K
Negative
52.3%
Positive
47.7%n= 6,625,714
567,421
1,777,636
1,059,667
1,148,286
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
7/16/16 7/17/16 7/18/16 7/19/16 7/20/16 7/21/16 7/22/16 7/23/16 7/24/16
Day 1 Day 2 Day 3 Day 4
Melania Trump’s speech
critiqued for plagiarism
Trump’s speech discussed
extensively
• Negative mentions largely focused on
thematic, and tonal critiques.
• Popular speeches such as those by theTrump
family attracted positive attention.
PAGE 5
D N C S AW A M O R E E X PA NSI VE A N D P O S I T IVE O N L INE
D I S C US SIO N
Negative
38.1%
Positive
61.9%
n= 9,357,400
836,401
2,858,819
1,406,973
2,084,519
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
7/23/16 7/24/16 7/25/16 7/26/16 7/27/16 7/28/16 7/29/16 7/30/16 7/31/16
Day 1 Day 2 Day 3 Day 4
• Negative mentions largely focused on
divisions within the party.
Some Sanders
supporters walk out of
convention #Demexit
Day 3 speeches by Kaine, Bloomberg,
Biden and Obama catalyze conversation
• Popular speeches like Michelle’s generated
positive conversations.
PAGE 6
T R U M P A N D FA M I LY W E R E F O C U S O F R N C C O N V E RSAT ION W HILE
O B A M A A D M I NI STRAT ION WA S K E Y F O R D N C
Most CommonRNC Topics:
• Overwhelming portionof conversationabout Trumppersonally, and his family
members
• Limited discussion of other candidates who spoke suchas BenCarson and
Ted Cruz
• Melania and Ivanka Trump,andLaura Ingraham among most mentioned
speakers
Most CommonDNC Topics:
• Compared to RNC, more diverse conversation, not as concentrated on
nominee
• Bernie generatedmore conversationthanany failed Republican competitor at
the RNC
• Large share of conversationwas surroundingelectedofficials like Pres.
Obama, Sen. Warren, andSen. Sanders
PAGE 7
PA R T Y U N I TY A N D E L E C TE D O F F IC IAL S T O O K C E N TE R S TA GE AT
D N C W H I L E T R UM P WA S F O C A L P O I N T F O R R N C
Popular HashtagsDuringDNC:
• #dncleaks was usedto draw attentionto the DNC email scandal
• #feelthebernand#imwithher reveal theon-goingbattle for party unity;
other related hashtags include#uniteblueand#bernieorbust
• Even thoughDNC only had 50% more mentions,the topDNC
hashtags were used 200%to 300% more often than RNC hashtags
105,460
107,584
234,183
346,397
#feelthebern
#hillaryclinton
#imwithher
#dncleak(s)
Popular HashtagsDuringRNC:
• Trump was the center of attention in various hashtags
• As evidenced by #NeverTrump, some Republicans still wary of nominee
• Overall theme of convention, Make America Great Again(MAGA), was
discussed throughout theanalyzedtime frame
60,139
73,486
105,158
111,781
#maga
#nevertrump
#trump
#trumppence16
PAGE 8
T H R E E T R U MP FA M I LY M E M BE RS W E R E A M O NG F O U R M O S T
TA L K ED A B O U T S P E A KERS AT R N C
191,532mentions
Briefly applauded following the speech, mentions of
Melania Trump quickly turned to ridicule and criticism
due to allegations of plagiarism of Michelle Obama’s
2008 speech.
Melania Trump
Ted Cruz
Received mixed reviews online,with Trump supporters
strongly criticizing the speechand detractors applauding
Cruz and calling him “likable for once.”
190,866mentions 96,542 mentions
Produced less mentions, but was applauded as one of
the convention’s top performances. It was also
regarded as liberal and focused on women.
Ivanka Trump
Donald Trump 180,558mentions
Headlined Day 4, and caused a serious spike in
coverage immediately thereafter. Donald Trump
applauded for a safe conventionand ties with law
enforcement.
PAGE 9
AT D N C , E A C H N I G H T’S K E Y NOT E S P E A KER D O M I NATE D
C O N V ER SATI ON W I T H M I C H EL E O B A MA’ S S P E E CH O N T O P
195,271mentions
Most mentioned DNC speaker online, Michelle’s
speech was received positively onlinewith some
sarcastic mentions of plagiarism.
Michelle Obama
Barack Obama
Reactions toBarack Obama’s speechwere more positive
than negative: from gratitude for serviceand calling him
the best President to applausefor mocking Donald
Trump. Some criticisms of his presidency.
186,062mentions 177,324mentions
Fourth most popular DNC speaker onlineand themost
negatively regarded of the top four. Most negative
narratives were around corruptions and alleged
crimes. Donald Trump’s criticism received positively.
Hillary Clinton
Bernie Sanders
185,769mentions
Bernie Sanders’ speechfueled the debateaboutunity
online, with most urging for unity and criticizing the
“Bernie or Bust” movement. Some Bernie supporters
still criticizing Hillary as the nominee.
1025 F Street NW, 9th Floor
Washington, DC 20004
121 East 24th Street, 10th Floor
New York, NY 10010
202.337.0808 | GPG.COM
GPG Research
The Glover Park Group is a leading strategic communications and government affairs
firm. GPG offers an integrated and complementary suite of services to plan, build and execute all
manner of communications tactics, campaigns and programs.
Our in-house research team is a data and insight-driven outfit. We employ cutting-edge research
methodologies, from digital analytics to quantitative and qualitative opinion research, to help our
clients understand where the conversation begins and, more importantly, how we can influence it.
For more information about this presentation
or to find out more about GPG’s research capabilities contact:
Jason Boxt (jboxt@gpg.com) or
Chris Gallup (cgallup@gpg.com)

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Election 2016 – RNC & DNC Recap

  • 1. Election 2016 – RNC & DNC Recap August 3, 2016
  • 2. PAGE 2 A B O U T G P G ’ S D I G I TAL L A N DS CAP E A N A LYS IS A digital landscape analysis is used to understand who, what, when, and where things are being discussed online. It is recommended to inform strategic communication strategies and follow ongoing trends in coverage. It is conducted online using online media analysis tools to evaluate publically available social and digital media. • Driven by topic, not audience • Media evaluated is based on statistically relevant samples (95%-99%) to ensure the most accurate depiction About This Digital Scan: For analysis of the Republican and Democratic national conventions, we captured data from July 16-24, 2016 and July 23-31, 2016, respectively, and examined online news media, blogs, forums, multimedia channels and social networks.
  • 3. PAGE 3 K E Y F I N D I NGS More conversation surrounding DNC than RNC Although the RNC drew more traditional TV viewers, the online conversation about the DNC was significantly larger than the online conversation about the RNC. Party unity a key narrative in both conventions Both conventions attempted to portray a cohesive image, but both had moments of vocal opposition. Some online conversations encouraged disillusioned partisans to unite, while others reiterated distaste for their party’s candidate. Nominees outshined by opening night speakers Although conventions are typically thought to build to a crescendo throughout the week, the most talked about speeches for both parties occurred on the first night. Melania Trump and Michelle Obama’s speeches were both discussed more than Donald Trump or Hillary Clinton’s. 6,625,381 9,357,400 RNC DNC Melania 191,532 Michelle 195,271Donald 180,558 Hillary 177,324 RNC DNC
  • 4. PAGE 4 R N C C O V E RA GE P E A K ED F O L L OWI NG D AY S 1 A N D 4 . S E N T I MENT WA S E V E N T H RO UGHO UT W E E K Negative 52.3% Positive 47.7%n= 6,625,714 567,421 1,777,636 1,059,667 1,148,286 0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 3,500,000 7/16/16 7/17/16 7/18/16 7/19/16 7/20/16 7/21/16 7/22/16 7/23/16 7/24/16 Day 1 Day 2 Day 3 Day 4 Melania Trump’s speech critiqued for plagiarism Trump’s speech discussed extensively • Negative mentions largely focused on thematic, and tonal critiques. • Popular speeches such as those by theTrump family attracted positive attention.
  • 5. PAGE 5 D N C S AW A M O R E E X PA NSI VE A N D P O S I T IVE O N L INE D I S C US SIO N Negative 38.1% Positive 61.9% n= 9,357,400 836,401 2,858,819 1,406,973 2,084,519 0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 3,500,000 7/23/16 7/24/16 7/25/16 7/26/16 7/27/16 7/28/16 7/29/16 7/30/16 7/31/16 Day 1 Day 2 Day 3 Day 4 • Negative mentions largely focused on divisions within the party. Some Sanders supporters walk out of convention #Demexit Day 3 speeches by Kaine, Bloomberg, Biden and Obama catalyze conversation • Popular speeches like Michelle’s generated positive conversations.
  • 6. PAGE 6 T R U M P A N D FA M I LY W E R E F O C U S O F R N C C O N V E RSAT ION W HILE O B A M A A D M I NI STRAT ION WA S K E Y F O R D N C Most CommonRNC Topics: • Overwhelming portionof conversationabout Trumppersonally, and his family members • Limited discussion of other candidates who spoke suchas BenCarson and Ted Cruz • Melania and Ivanka Trump,andLaura Ingraham among most mentioned speakers Most CommonDNC Topics: • Compared to RNC, more diverse conversation, not as concentrated on nominee • Bernie generatedmore conversationthanany failed Republican competitor at the RNC • Large share of conversationwas surroundingelectedofficials like Pres. Obama, Sen. Warren, andSen. Sanders
  • 7. PAGE 7 PA R T Y U N I TY A N D E L E C TE D O F F IC IAL S T O O K C E N TE R S TA GE AT D N C W H I L E T R UM P WA S F O C A L P O I N T F O R R N C Popular HashtagsDuringDNC: • #dncleaks was usedto draw attentionto the DNC email scandal • #feelthebernand#imwithher reveal theon-goingbattle for party unity; other related hashtags include#uniteblueand#bernieorbust • Even thoughDNC only had 50% more mentions,the topDNC hashtags were used 200%to 300% more often than RNC hashtags 105,460 107,584 234,183 346,397 #feelthebern #hillaryclinton #imwithher #dncleak(s) Popular HashtagsDuringRNC: • Trump was the center of attention in various hashtags • As evidenced by #NeverTrump, some Republicans still wary of nominee • Overall theme of convention, Make America Great Again(MAGA), was discussed throughout theanalyzedtime frame 60,139 73,486 105,158 111,781 #maga #nevertrump #trump #trumppence16
  • 8. PAGE 8 T H R E E T R U MP FA M I LY M E M BE RS W E R E A M O NG F O U R M O S T TA L K ED A B O U T S P E A KERS AT R N C 191,532mentions Briefly applauded following the speech, mentions of Melania Trump quickly turned to ridicule and criticism due to allegations of plagiarism of Michelle Obama’s 2008 speech. Melania Trump Ted Cruz Received mixed reviews online,with Trump supporters strongly criticizing the speechand detractors applauding Cruz and calling him “likable for once.” 190,866mentions 96,542 mentions Produced less mentions, but was applauded as one of the convention’s top performances. It was also regarded as liberal and focused on women. Ivanka Trump Donald Trump 180,558mentions Headlined Day 4, and caused a serious spike in coverage immediately thereafter. Donald Trump applauded for a safe conventionand ties with law enforcement.
  • 9. PAGE 9 AT D N C , E A C H N I G H T’S K E Y NOT E S P E A KER D O M I NATE D C O N V ER SATI ON W I T H M I C H EL E O B A MA’ S S P E E CH O N T O P 195,271mentions Most mentioned DNC speaker online, Michelle’s speech was received positively onlinewith some sarcastic mentions of plagiarism. Michelle Obama Barack Obama Reactions toBarack Obama’s speechwere more positive than negative: from gratitude for serviceand calling him the best President to applausefor mocking Donald Trump. Some criticisms of his presidency. 186,062mentions 177,324mentions Fourth most popular DNC speaker onlineand themost negatively regarded of the top four. Most negative narratives were around corruptions and alleged crimes. Donald Trump’s criticism received positively. Hillary Clinton Bernie Sanders 185,769mentions Bernie Sanders’ speechfueled the debateaboutunity online, with most urging for unity and criticizing the “Bernie or Bust” movement. Some Bernie supporters still criticizing Hillary as the nominee.
  • 10. 1025 F Street NW, 9th Floor Washington, DC 20004 121 East 24th Street, 10th Floor New York, NY 10010 202.337.0808 | GPG.COM GPG Research The Glover Park Group is a leading strategic communications and government affairs firm. GPG offers an integrated and complementary suite of services to plan, build and execute all manner of communications tactics, campaigns and programs. Our in-house research team is a data and insight-driven outfit. We employ cutting-edge research methodologies, from digital analytics to quantitative and qualitative opinion research, to help our clients understand where the conversation begins and, more importantly, how we can influence it. For more information about this presentation or to find out more about GPG’s research capabilities contact: Jason Boxt (jboxt@gpg.com) or Chris Gallup (cgallup@gpg.com)