Digital media has become one of the most significant game-changers in the political landscape, helping determine winners and losers in recent elections. With the realities of this new digitally dominated political environment, campaigns are becoming increasingly sophisticated about developing teams and strategies designed to deploy digital resources to reach and influence key voter constituencies.
In this report, Comscore shares a variety of data and insights that help explain how digital is being used by both parties in the run-up to the Republican primary, and how these strategies are likely to influence the upcoming general election. This report identifies five key trends shaping the 2012 election cycle and analyzes how these themes are likely to play out in the course of the general election.