Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits

Hosting the Final Presidential Debate of 2012
An Examination of Impact & Associated Benefits

Lynn University January 31, 2013
Ofﬁce of Institutional Research, Planning & Assessment

Hosting the Final Presidential Debate of 2012
An Examination of Impact & Associated Benefits

Jason L. Walton, Chief of Staff
2012 Debate Co-Chair

Lara Martin, Director
Ofﬁce of Institutional Research Planning & Assessment

Lynn University
3601 North Military Trail
Boca Raton, FL 33431-5598

January 31, 2013

61 Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Beneﬁts

Table of Contents

Background.............................................................................................1

Introduction...........................................................................................2

Economic Impact Analysis...................................................................3

Traditional Media Metrics.................................................................33

Web & Social Media Metrics............................................................52

Associated Beneﬁts............................................................................57


Background Obama - Romney | Lynn University, Boca Raton, FL | October 22, 2012
On October 22, 2012, Lynn University hosted
the third and final presidential debate between
President Barack Obama and Republican
challenger and former Massachusetts
Governor Mitt Romney. The debate at Lynn
was the final of four debates (three presidential
and one vice-presidential) organized by the
Commission on Presidential Debates (CPD), a
non-profit, non-partisan, independent entity
formed in 1987 to ensure that debates, as a
permanent part of every general election,
provide the best possible information to Photo: Mark Abraham
viewers and listeners.

Lynn University submitted its application to the CPD to be a host location well over a year in advance of the debate
in the spring of 2011. Lynn was one of dozens of schools to express interest in serving as a host location nationally
and one of 12 institutions where the CPD actually conducted a site visit. The site selection review process
concluded on October 31, 2011 when all CPD host sites, including Lynn, were officially announced.
In the ensuing months, Lynn University campus buildings and grounds were transformed to accommodate the
national event. Lynn’s devoted trustees, faculty, staff, students, and alumni worked diligently with elected officials,
local governments and agencies, United States Secret Service, other law enforcement representatives, education
partners, business sector representatives, cultural arts organizations, and numerous other entities and individuals
to ensure that the final presidential debate of 2012 would be a success.


Introduction
Hosting the final presidential debate of 2012 represented a substantial commitment of time, resources and personnel
for Lynn University. The Office of Institutional Research, Planning and Assessment (IRPA) at Lynn University was
engaged to conduct this examination to obtain the best possible view of the positive effects generated by the October
22 event. IRPA was responsible for the design and coordination of the report. Consulted third-party sources and
research affiliates are listed below:

@gov
Twitter
Government


M E T H O D O LO G I E S & DATA S O U R C E S
FACILITY AND OPERATIONAL SPENDING

Cash spending estimates Lynn University accounting records
Donation estimates Lynn University accounting records

Economic modeling Enigma Research Special Events Impact Model

DELEGATE AND MEDIA SPENDING

Attendance estimates Accreditation records

Delegate spending estimates Palm Beach County CVB spending data
Spectator spending estimates Boca Raton and Delray Beach event organizers
Media spending estimates Online survey of 200 accredited media

ANCILLARY EVENT SPENDING

Attendance estimates Boca Raton and Delray Beach event organizers
Spectator spending estimates On-site survey of 300 spectators
Ancillary event operational expenses Boca Raton and Delray Beach event organizers

NATIONAL AWARENESS AND LEGACY EFFECT
Awareness estimates ORC National Survey of 1,000 adults
Legacy effect spending estimates Palm Beach County CVB spending data


Highlights
1. Economic impact of final presidential debate estimated at $13.1M in Palm Beach County
• Economic impact resulted from estimated $8.1M in new spending related to event

• New spending derived from facility spending, operations, non-local delegates (CPD staff, campaign staff, invited
guests and media) and ancillary events

• Estimate includes direct, indirect, and induced impact

2. Considerable employment and tax revenue supported by debate-related spending
• New spending supported equivalent of 125 full-year jobs in Palm Beach County

• Approximately half of employment in accommodations, food services, entertainment, and recreation

• Estimated $1.4M in tax revenue shared by three levels of government

3. High proportion of Americans followed the debate and were aware of location
• National telephone survey estimated that 187.8M U.S. adults (79%) either watched or followed the debate

• Estimated 99.9M U.S. adults (42%) were aware that the debate was held in Boca Raton or Palm Beach County

• 68.9M (29%) knew the debate was held at Lynn University


Highlights continued
4. Local attendees spent $1.7M at ancillary events
• On-site surveys at Rock the Vote and Spin the Vote estimated that local residents spent $1.7M

• Most local spending ($1.4M) was on food and beverage at or near the event sites

• While not considered new spending or economic impact, demonstrates local support for event

5. Final presidential debate delivered non-economic benefits to residents
• Attendees at ancillary events and Red, White, and View were asked opinions of the event

• 91% of respondents were proud that Lynn University was hosting the final presidential debate

• 89% believed that Palm Beach County should host more high-profile events

6. Tourism Legacy Effect could be much greater than initial economic impact
• National survey estimated that 2% of U.S. adults were inspired to visit Palm Beach County after viewing the
debate

• Tourism Legacy Effect could bring thousands of tourists; millions in visitor spending

• While projections are highly speculative, findings suggest legacy can exceed impact of initial event


Section 1: Total Economic Impact of Final Presidential Debate
• Economic impact at special events is derived from any new spending which would never have occurred in a region
if the event did not take place. At the final presidential debate held at Lynn University, new spending resulted from
three main categories: facility and operational spending, delegate and media spending, and ancillary events.
• An estimated $8.1M in new spending occurred in the region as a result of the final presidential debate. This
included approximately $4.5M in facility and operational spending, $3.0M from delegates and media at the main site,
and $0.6M related to ancillary events Spin the Vote and Rock the Vote.
• Enigma’s Special Events Economic Impact Model estimated that the $8.1M in new spending resulted in an overall
economic impact of $13.1M in Palm Beach County. Enigma’s economic modeling system is based upon RIMS II
multipliers supplied by the U.S. Department of Commerce.
• Additionally, spending related to the final presidential debate supported an estimated $1.4M in tax revenue,
including $0.8M in federal taxes, $0.3M in state taxes, and $0.3M at the local level.
• The economic model also estimated that event-related spending supported the equivalent of 125 full-year jobs in
Palm Beach County.
• Approximately half the employment supported was in the accommodation, food services, entertainment, and
recreation sectors. Many other employment sectors were supported, including transportation, warehousing, retail,
and professional services.


DEBATE-RELATED SPENDING IN PALM BEACH COUNTY

FACILITY AND OPERATIONAL SPENDING

Facility and operational spending (cash) Cash expenditures related to hosting event $2,960,213
Facility and operational spending (donated Value of donated items related to hosting event $1,556,529
Total facility and operational spending Total $4,516,742

DELEGATE AND MEDIA SPENDING

Non-local delegate spending Spending by non-locals within Performing Arts Center $198,000
Non-local spectator spending Spending by non-locals at VIP and Red, White, and View $119,000
Non-local media spending Spending by non-local accredited and non-accredited media $2,662,000
Total delegate and media spending Total $2,979,000

ANCILLARY EVENT SPENDING

Non-local spectator spending Tourism spending at Spin the Vote and Rock the Vote $400,300
Operational spending Operational spending at Spin the Vote and Rock the Vote $190,425
Total ancillary event spending Total $590,725

Total debate-related spending $8,086,550


ECONOMIC IMPACT IN PALM BEACH COUNTY
DEBATE-RELATED SPENDING

Total debate-related spending $8.1M
Facility and operational spending $4.5M
Delegate and media spending $3.0M
Ancillary event spending $0.6M

ECONOMIC IMPACT, EMPLOYMENT, AND TAXES

Total economic impact (Industry Output) $13.1M
Direct and indirect impact $11.0M
Induced impact $2.1M

Employment supported (full-year job equivalents) 125

Total taxes supported $1.4M
Federal $0.8M
State $0.3M
Local $0.3M


TYPES OF EMPLOYMENT SUPPORTED: 125 jobs (full-year job equivalents)

Accomodation and food services 48
Arts, Entertainment, and Recreation 17
Transportation and Warehousing 16
Retail Trade 8
Professional, Scientific, and Technical Services 8
Administrative and Waste Management Services 6
Manufacturing 5
Healthcare and Social Assistance 5
Finance and Insurance 4
Real Estate Rental and Leasing 3
Other 5

0 12.5 25 37.5 50


Section 2: Facility and Operational Spending
• Preparing the site and producing the event involved considerable facility and operational
spending. These expenditures contribute to economic impact, as they would never have been
incurred if the final presidential debate did not take place at Lynn University. Only expenditures spent
locally can be considered, since goods and services purchased from other regions do not impact the
local economy.
• Most of the facility and operational expenses were cash expenditures incurred directly by Lynn
University and its partners. However, many goods and services were provided by sponsors and
donors. The value of donated goods and services also contribute to economic impact, since these
items involved input costs which were spent within the local area.
• According to Lynn University financial records, a total of $4,516,742 in facility and operational
expenditures were incurred as a result of hosting the final presidential debate. $2,960,213 was spent
locally in cash by Lynn University and its partners, while $1,556,529 in goods and services were
provided by donors and sponsors.
• More than two-thirds of all operations-related spending was on technology and facility expenses.


FACILITY AND OPERATIONAL SPENDING RELATED TO DEBATE
(spent locally: cash plus donated goods and services)

Technology Expenses $2,200,000
Facility Expenses $1,006,000
Advertising / Promotion / Printing $334,000
Catering / Food / Restaurants $190,000
Temporary Parking Lot $160,000
Hotels / Accommodations $130,000
Wages / Salaries Paid to Staff $104,000
Office Expenses $102,000
Security / Police $82,000
Tents $70,000
Waste Removal / Toilet Rentals $66,000
Equipment and Vehicle Rentals $17,000
Locally Hired Entertainment $8,000

Source: Lynn University Financial Records Total Spending: $4,516,742


FACILITY AND OPERATIONAL SPENDING RELATED TO
THE FINAL PRESIDENTIAL DEBATE (spent locally)
Cash Donated Total
Technology Expenses (computers, telephones, cabling, TVs) $1,124,350 $1,072,240 $2,196,590

Facility Expenses $727,032 $331,058 $1,058,090

Advertising / Promotion / Printing $308,853 $24,654 $333,507

Catering / Food / Restaurants $160,000 $29,837 $189,837

Temporary Parking Lot $160,000 $0 $160,000

Hotels / Accommodations $130,000 $0 $130,000

Wages / Salaries Paid to Staff $103,800 $0 $103,800

Office Expenses $28,000 $73,740 $101,740

Security / Police $81,778 $0 $81,778

Tents $70,000 $0 $70,000

Waste Removal / Toilet Rentals $41,100 $25,000 $66,100

Equipment and Vehicle Rentals $17,300 $0 $17,300

Locally Hired Entertainment $8,000 $0 $8,000

Total facility and operational spending $2,960,213 $1,556,529 $4,516,742

Source: Lynn University Financial Records


Section 3: Delegate and Media Spending
•According to accreditation and registration records, an estimated 6,874 delegates, spectators, and media
were involved in the final presidential debate. This included 563 delegates inside the Wold Performing Arts
Center, 2,250 spectators at Red, White, and View and the VIP Party, and 4,060 media (both inside and
outside the fence).

•Among these 6,874 individuals, 3,855 were estimated to be non-local. The remaining 3,019 were local
residents.
•It is estimated that the 3,855 non-locals spent $2,979,000 within the region as a result of their
involvement with the final presidential debate. The vast majority of this spending was from accredited
media and their entourage.

•More than one-third of the spending by non-locals was on food and beverage. These delegates,
spectators, and media spent an estimated $1,038,000 locally on food and beverage.


SPENDING BY NON-LOCAL DELEGATES, SPECTATORS, AND MEDIA

Food and Beverage $1,038,000

Lodging $655,000

Transportation $651,000

Entertainment $377,000

Retail $258,000

Total Spending: $2,979,742

Sources: On-site survey of 200 spectators at Red, White, and View; online survey of 200 accredited media; visitor spending data from Palm Beach County Convention
and Visitors Bureau


ATTENDANCE AT LYNN UNIVERSITY CAMPUS

Locals Non-locals Total

DELEGATES

Democratic Party campaign 0 188 188
Republican Party campaign 0 188 188
Commission on Presidential Debates 0 94 94
Lynn University students 94 0 94

SPECTATORS

Red, White, and View attendees 1,650 350 2,000
VIP Party attendees 219 31 250

MEDIA

Accredited media (inside the fence) 910 2,590 3,500
Other media and entourage 146 414 3,500

TOTAL

Total attendance at Lynn University campus 3,019 3,855 6,874

Sources: Delegates, spectators, and accredited media were formally registered; other media and entourage estimated through online survey of 200 accredited media


SPENDING BY NON-LOCAL DELEGATES, SPECTATORS, AND MEDIA

Delegates Spectators Media Total

Food and Beverage $69,000 $36,000 $932,000 $1,038,000

Lodging $44,000 $26,000 $586,000 $655,000

Transportation $44,000 $22,000 $586,000 $651,000

Recreation and Entertainment $26,000 $5,000 $346,000 $377,000

Retail $16,000 $29,000 $213,000 $258,000

Total Spending by Non-Local Delegates, Spectators,
$198,000 $119,000 $2,662,000 $2,979,000
and Media

Sources: On-site survey of 200 spectators at Red, White, and View; online survey of 200 accredited media; visitor spending data from Palm Beach County Convention
and Visitors Bureau


Section 4: Ancillary Event Spending
• Two ancillary events celebrated the final presidential debate at nearby locations. Spin the Vote took
place in Delray Beach the Thursday prior to the event, while Rock the Vote in Boca Raton occurred
the same day as the debate. Event-related spending by non-local attendees, as well as operational
spending to produce these events, contributed to the overall economic impact of the final presidential
debate.

• According to event organizers, approximately 13,000 attendees visited Spin the Vote and Rock the
Vote. On-site surveys at both events estimated that 3,190 were non-local and 9,810 resided locally.

• The on-site surveys estimated that non-locals at ancillary events spent approximately $400,300 in the
region throughout their attendance. This new spending in the region contributed to the overall
economic impact.

• More than half of non-local spending attributable to the ancillary events was on food, beverage, and
lodging.

• Additionally, event organizers reported that $190,425 was spent locally to produce the events. This
figure also contributes to the overall impact of the final presidential debate.

• The on-site survey estimated that local residents spent approximately $1,710,500 on food, retail, and
other expenses while attending ancillary events. While this spending is not considered to be
economic impact, it demonstrates tremendous local support for the events.


SPENDING BY NON-LOCALS AT ANCILLARY EVENTS

Food and Beverage $140,500

Lodging $71,300


Entertainment $64,100

Retail $59,500

Total Spending: $400,300
Source: On-site survey of 300 attendees at Spin the Vote and Rock the Vote


ATTENDANCE AT ANCILLARY EVENTS (Rock the Vote & Spin the Vote)

Total
(Both events)

Locals 9,810
Non-locals 3,190

Total attendance at ancillary events 13,000

Source: Attendance estimates provided by ancillary event organizers; local/non-local breakdown from on-site survey of 300 attendees attending ancillary events


SPENDING BY NON-LOCALS AT ANCILLARY EVENTS
(Rock the Vote & Spin the Vote)
Total
(Both events)

Food and Beverage $140,500

Lodging $71,300


Recreation and Entertainment $64,100

Retail $59,500

Total spending by non-locals at ancillary events $400,300

Source: On-site survey of 300 attendees at Rock the Vote & Spin the Vote


OPERATIONAL SPENDING AT ANCILLARY EVENTS
(Rock the Vote & Spin the Vote)
Total
(Both events)

Event Production $105,800




Advertising, Promotion, Printing (spent locally) $7,500

Security / Police $7,500

Locally Hired Entertainment $4,000

Office Expenses $3,625

Facility / Venue Rent $3,500

Waste Removal / Port-o-Let Rentals $2,300

Equipment and Vehicle Rentals $1,700

Other Expenses $350

Total operational spending at ancillary events $190,425



SPENDING BY LOCALS AT ANCILLARY EVENTS
(does not contribute to economic impact)

Total
(Both events)

Event Production $1,386,000




Total spending by locals at ancillary events $1,710,500



Palm Beach County Tourism and Tax Revenues

Drawing on numbers from The Palm Beach County
Tourist Development Council, The Palm Beach Post in
mid-December 2012 reported a signiﬁcant uptick in
October tourism indicators over historical numbers.

October 2011 compared to October 2012:

• bed tax dollars increased 22%
• hotel occupancy increased 10%
• average daily rate increase 7%
Source: Palm Beach County Tourism Development Council via the Palm Beach Post - December 13,
2012


Section 5: Non-Economic Beneﬁts

•Attendees at Red, White, and View, Rock the Vote, and Spin the Vote were asked a series of questions to
measure their support for the county’s hosting of the final presidential debate.

•Overall, 86% of those surveyed agreed that the final presidential debate had brought positive attention
to the county. Only 4% disagreed and 10% were not sure.

•Among all respondents, 89% felt that the county should host more events like the final presidential
debate. 2% disagreed and 9% were unsure.

•According to the survey, 91% of attendees were proud that Lynn University was hosting the final
presidential debate. Among those surveyed at Red, White, and View, 96% were proud that Lynn University
was hosting the debate.


Brought Positive Attention to County County Should Host More Events

Disagree Disagree
Agree 4% Agree 2%
86% 89% Not Sure
Not Sure
10% 9%

Proud Lynn University was Host

Disagree
Agree 1%
Not Sure
91% 8%


OPINIONS REGARDING DEBATE: AGREE OR DISAGREE

Red, White, All
Rock the Vote Spin the Vote
and View Respondents

agree 83% 84% 93% 86%
“The final presidential debate has brought positive attention to this disagree 5% 7% 1% 4%
county.” not sure 12% 13% 6% 10%

agree 89% 86% 91% 89%
“The county should host more events like the final presidential disagree 1% 1% 4% 2%
debate.” not sure 10% 13% 5% 9%

agree 88% 91% 96% 91%
“I am proud that Lynn University is hosting the final presidential disagree 2% 0% 1% 1%
debate.” not sure 10% 9% 3% 8%

Source: On-site survey of 500 attendees at Rock the Vote, Spin the Vote, and Red, White, and View


Section 6: National Awareness and Tourism Potential
• In the days immediately following the final presidential debate, a national telephone survey questioned
U.S. adults on the extent to which they watched or followed the debate and their awareness of the location
of the event.

• The national telephone survey estimated that 187.8M U.S. adults (79%) either watched the final presidential
debate or followed it in some way. Among this group, 130.7M either watched the entire debate or parts of the
debate live. The remaining 57.1M saw video clips, read about it, or heard about it afterwards.

• The survey also estimated that 99.9M U.S. adults (or 42%) were aware that the debate was held at Lynn
University or knew it took place in Boca Raton or Palm Beach County.

• Respondents who were aware of the debate location were asked to describe the extent to which watching
the debate and learning about Boca Raton and Palm Beach County made them want to visit the region for
a vacation within the next five years. Overall, 2% indicated they “absolutely” wanted to visit, while 7% said
they were “somewhat” inclined to visit.

• The 2% of U.S. adults who indicated they “absolutely” wanted to visit within five years represents 4.7M
potential tourists. If only a small fraction of this group followed through on their plans to visit Palm Beach
County, it could result in up to $350M in visitor spending over five years.•

• Caution: Tourism Legacy Effects measured in this manner are hypothetical projections and are best
viewed as an order of magnitude rather than a specific estimate. Palm Beach County estimates its average
annual tourism at 5 million visitors (spending $3.3B), and it is unlikely that a single high-profile event would
eventually draw close to the equivalent of one year’s tourism to a region. This result should be used
primarily to suggest that the legacy effect of a high-profile event can be far greater than its initial impact.


NATIONAL AWARENESS OF FINAL PRESIDENTIAL DEBATE

Percentage of U.S. Adults Number of U.S. Adults

Watched entire debate live on TV or online 33% 78.4M

Watched parts of the debate live 22% 52.3M

Did not watch but saw video clips afterwards 10% 23.8M

Read or heard about it but did not watch 14% 33.3M

Did not follow the debate at all 21% 49.9M

Total watched or followed the debate 79% 187.8M

Total did not follow the debate 21% 49.9M


NATIONAL AWARENESS OF DEBATE LOCATION
(aided recall)


Aware debate was held at Lynn University 29% 68.9M

Aware debate was held in Boca Raton or Palm Beach County 13% 52.3M

Aware debate was held somewhere in Florida 22% 23.8M

Unaware of debate location 36% 33.3M

Total aware debate was held at Lynn University or Boca Raton / Palm Beach 42% 99.9M
County
Total unaware 58% 137.9M

Source: National random telephone survey of 1,000 U.S. adults, undertaken within one week of final presidential debate


INFLUENCE ON LIKELIHOOD TO VISIT BOCA RATON
OR PALM BEACH COUNTY WITHIN FIVE YEARS

“Absolutely” want to visit Boca Raton or Palm Beach County within five years 2% 4.7M

“Somewhat” want to visit Boca Raton or Palm Beach County within five years 7% 16.6M

No more likely to want to visit Boca Raton or Palm Beach County 55% 130.7M

Unaware of debate location 36% 85.6M

Source: National random telephone survey of 1,000 U.S. adults, undertaken within one week of final presidential debate

ESTIMATED TOURISM IF SMALL PROPORTION OF U.S. ADULTS WHO
“ABSOLUTELY” WANTED TO VISIT BOCA RATON OR PALM BEACH
COUNTY FOLLOWED THROUGH ON PLANS
Number of U.S. Adults Estimated tourism spending

One in ten 470,000 350M

One in fifty 94,000 70M
One in one hundred 47,000 35M

Source: Palm Beach County Convention and Visitors Bureau – breakdowns of average spending per trip


ESTIMATED SPENDING OF 470,000 VISITORS TO PALM BEACH COUNTY
(over ﬁve years)

Food and Beverage $123,100,000

Lodging $77,400,000

Transportation $77,400,000

Entertainment $45,700,000

Retail $28,200,000

Total Estimated Spending: $350M (over ﬁve years)
Source: Palm Beach County Convention and Visitors Bureau – breakdowns of average spending per trip


There are debates...
and then there are THE DEBATES.


Debates Among Candidates for the 2012 Republican Party U.S. Presidential Nomination

Viewership Locations Candidates
Several locations played host to pre-convention / In 2011 and 2012, there were numerous
Pre-convention debates associated with
primary debates in 2011 and 2012 including: debates among candidates seeking the
challenger party candidate nomination
(sometimes called primary debates) are Republican Party U.S. Presidential
often carried on a single major television
•Greenville, SC - Peace Center Nomination. Although candidate participation
network and generally feature multiple
•Goffstown, NH - Saint Anselm College and criteria for inclusion varied from debate
candidates. These debates have
•Ames, IA - Iowa State University to debate, candidates across pre-convention
substantially lower viewership than
•Simi Valley, CA - Reagan Presidential Library Republican debates included:
the four general election presidential
•Tampa, FL - Florida State Fair Grounds
debates hosted by the CPD, which feature
•Orlando, FL - Orange County Convention Center •Michele Bachmann
the leading candidates for president as
•Hanover, NH - Dartmouth College •Herman Cain
determined by the pre-published CPD
•Las Vegas, NV - Sands Expo & Convention Center •Newt Gingrich
selection criteria. CPD debates air on
•Rochester, MI - Oakland University •Jon Huntsman
most major networks simultaneously.
•Spartanburg, SC - Wofford College •Gary Johnson
•Washington, DC - DAR Constitution Hall •Ron Paul
•Des Moines, IA - Drake University
Sponsors •Sioux City, IA - Sioux City Convention Center
•Tim Pawlenty
•Rick Perry
Sponsor organizations for pre-convention / •Goffstown, NH - Saint Anselm College •Mitt Romney
primary debates in 2011 and 2012 included •Concord, NH - Capitol Center for the Arts •Rick Santorum
a combination of major television •Myrtle Beach, SC - Myrtle Beach Convention Center
networks, local television stations, state- •North Charleston, SC - North Charleston Coliseum
level Republican parties, newspapers, •Tampa, FL - University of South Florida
colleges and universities, presidential •Jacksonville, FL - University of North Florida
libraries, Google, Facebook, think tanks, •Mesa, AZ - Mesa, Arizona Arts Center
etc...


Debates Among Candidates for the
2012 Republican Party U.S.
Presidential Nomination - Timeline



The primary debate with
the largest percentage of
all people (ages 2 and
above) as measured by
Nielsen that viewed the
event only earned
2.63% of all viewers.
This is the equivalent of
7,631,000
individuals.

Source: Nielsen


% of all People (ages 2 and above) that viewed the event
5/5/2011 Greenville, SC - Peace Center 1.11
6/13/2011 Goffstown, NH - Saint Anselm College 1.07
8/11/2011 Ames, IA - Iowa State University 1.72
Primary Debate Dates & Locations

9/7/2011 Simi Valley, CA - Reagan Presidential Library 1.87
9/12/2011 Tampa, FL - Florida State Fair Grounds 1.25
9/22/2011 Orlando, FL - Orange County Convention Center 2.1
10/11/2011 Hanover, NH - Dartmouth College 2.12
10/18/2011 Las Vegas, NV - Sands Expo & Convention Center 1.9
11/09/2011 Rochester, MI - Oakland University 0.7
11/12/2011 Spartanburg, SC - Wofford College 1.89
11/22/2011 Washington, DC - DAR Constitution Hall 1.24
12/10/2011 Des Moines, IA - Drake University 2.63
12/15/2011 Sioux City, IA - Sioux City Convention Center 2.32
01/07/2012 Goffstown, NH - Saint Anselm College 2.16
01/08/2012 Concord, NH - Capitol Center for the Arts 0.19
01/16/2012 Myrtle Beach, SC - Myrtle Beach Convention Center 1.89
01/19/2012 North Charleston, SC - North Charleston Coliseum 1.73
01/23/2012 Tampa, FL - University of South Florida 0.17
01/26/2012 Jacksonville, FL - University of North Florida 1.85
02/22/2012 Mesa, AZ Mesa, Arizona Arts Center 1.63

0 0.5 1.0 1.5 2.0 2.5 3.0
Source: Nielsen


MAJOR Political Events Associated with the 2012 U.S. Presidential Election Cycle - Timeline

Viewership
Viewership increases sharply for the major
political conventions and four general
election presidential debates hosted by the
CPD. These events are easily the most
watched and consequential events in any
four-year election cycle.


1

MAJOR Political Events Associated with the 2012 U.S. Presidential Election Cycle - Locations

1 RNC Convention
August 27 - 30, 2012
Tampa, FL

2 DNC Convention
September 4 - 6, 2012
5 Charlotte, NC

3 First Presidential Debate
3 4 October 3, 2012
University of Denver - Denver, CO

2 4 Vice Presidential Debate
October 11, 2012
Centre College - Danville, KY

1 5 Second16, 2012
October
Presidential Debate
6 Hofstra University - Hempstead, NY

6 Third Presidential Debate
October 22, 2012
Lynn University - Boca Raton, FL


2012 Republican National Convention

Day 3 Viewership by Network
RNC Convention

Total 30,469,410

Source: Nielsen
Note: Day 3 of the RNC combined network viewership numbers represent the highest viewership totals.


2012 Democratic National Convention

Day 3 Viewership by Network
DNC Convention

Total 35,715,807

Source: Nielsen
Note: Day 3 of the DNC combined network viewership numbers represent the highest viewership totals.


First Presidential Debate
October 3, 2012 - University of Denver - Denver, CO

Viewership by Network
First Presidential Debate

Total 67,186,816

Source: Nielsen


Vice Presidential Debate
October 11, 2012 - Centre College - Danville, KY

Vice Presidential Debate

Total 51,418,509

Source: Nielsen


Second Presidential Debate
October 16, 2012 - Hofstra University - Hempstead, NY

Second Presidential Debate

Total 65,635,062

Source: Nielsen


Third Presidential Debate
October 12, 2012 - Lynn University - Boca Raton, FL

Third Presidential Debate

Total 59,234,946

Source: Nielsen


Top 24 Telecasts of 2012

THE DEBATES only trail Super
Bowl-related programming in
terms of viewership.

presidential debates

vice presidential debate

Source: Nielsen
Note: Nielsen was asked to pull this list in the first week of December 2012. Any telecasts after that time are not included.


Pew Research Center for the People & the Press Survey

In a report issued on November 15, 2012, The Pew Research Center
for the People & the Press relayed survey results that showed the
2012 presidential campaign was a frustrating experience for many
voters... with one exception:

The presidential debates, in particular, stand out as positive – about
two-thirds (66%) say they were helpful in learning about the
candidates. Republican voters are about as likely as Democratic
voters to say they learned enough about the candidates to make an
informed choice and to have found the debates helpful.

Source: The Pew Research Center for the People & the Press


Additional Information on the Viewership of the Third Presidential Debate of 2012

The third presidential debate garnered
approximately 59.2 million viewers, a
slightly more modest showing than the
ﬁrst and second debate. It is possible that
debate viewership on October 22 was
inﬂuenced by the overlapping broadcast of
Monday Night Football (Chicago Bears vs.
Detroit Lions) and the National League
Championship Series game (St. Louis
Cardinals vs. San Francisco Giants).

After the third presidential debate, Fox News issued a
release stating that their viewership estimates of 11.5
million viewers represented their largest viewership
ever for any broadcast. According to the release, the
previous Fox News viewership record of 11.1 million was
associated with the 2008 vice presidential debate between
Joe Biden and Sarah Palin.


The Third Presidential Debate of 2012 Compared to Other National Multi-Network Broadcasts

The third presidential debate of
2012 viewership (59.2 million)
topped multi-network totals for
State of the Union addresses and
addresses to joint sessions of
Congress (2009-2011).

The third presidential debate of 2012 also edged multi-network totals for the special broadcast of President
Obama’s May 2, 2011 Address to the Nation on the Death of Osama bin Laden, which garnered 56,512,179
million viewers.
Source: Nielsen


Earned Media

Lynn University
• $63,724,378 in ad value
• 503 million+ news circulation
• 33,000+ news stories
Boca Raton
• $50,470,622 in ad value
Palm Beach County
• $2,450,425 in ad value

Source: Vocus


Web Metrics
Lynn Homepage

On October 22, 2012, the Lynn
homepage, lynn.edu, saw a 454%
increase in page views.

Lynn Debate Website

Lynn’s debate website,
debate2012.lynn.edu, was launched
on February 1, 2012. The site had
153,265 visits and saw 297,897
page views between launch and
October 26, 2012.

Source: Lynn University Office of Marketing & Communication


Social Media Metrics
1 hour of edited
On October 26, 2012, footage & 49 videos
Lynn University issued a
release that revealed
ing are
and s ocial network early social media 4 Hangouts
Social media infancy. Since
the
numbers related to the
heir
no longer in t edia
f th e ﬁrst social m cial third presidential debate.
emergence o go, so 132 check-ins at
e two years a and offer Here is a quick recap of
networks som ued to evolve volunteer headquarters
ntin where metrics stood just
media has co e world new
and
und th days after the debate:
consumers aro o engage with the 2000
ays t
meaningful w d bran ds that matte l
r to photos
peo ple, events, an r, social media is stil
rs late
th em. Now yea me an 1,393 #lynndebate
ly and has beco day,
growing rapid ur daily lives.To photos
of o
integral par t global
king is truly a
social networ Impressions spiked from
.
phenomenon 86,579 to 934,258
2012
Social Media Report lsen
The State of Nie

146 posts

Source: Lynn University Office of Marketing & Communication


Source: @gov - Twitter Government


Comparison
#Inauguration earned
1.1 million Tweets during
President Obama’s
second Inauguration
Ceremony on January
21, 2013 - Martin Luther
King, Jr. Holiday.


Internal Benefits
There is no larger civics education opportunity a higher education institution can take on than hosting a
presidential debate. Associated benefits internal to the host campus can be arrayed across four categories: (1)
Academics, (2) Student Life, (3) Faculty/Staff, and (4) Capital Improvements. Below are some of the associated
benefits internal to Lynn University.
Academics
•Debate-Specific Undergraduate Courses
•Library Political Memorabilia Exhibit
•Participation in General Election Cycle-Related Events - Lynn students attended RNC, DNC, & Inauguration
•Several Students Attended the Debate Itself
Student Life
•Campus Events and Programming Participation - watch parties, panel discussions, naturalization ceremony,
Red, White, and View on-campus viewing, etc...
•Volunteer Opportunities
•Internship Opportunities
•Student Stand-Ins - Three students were asked to serve as stand-ins for the candidates and moderator
Faculty / Staff
•Organizational Leadership Opportunities
•Volunteer Opportunities
•Collaboration Opportunities
•Campus Events and Programming Participation


Internal Beneﬁts Continued

Capitol Improvements
•Front Entrance
•Back Entrance
•Parking Expansion and Land Clearing
•Technology - Network, computer, telephone, cabling, ﬁber, etc...


External Benefits
Associated benefits external to the host campus can be arrayed across three categories: (1) Elevated Institutional
Visibility and Brand Awareness, (2) Partnerships, and (3) Relationship Stewardship and Expansion. Below are some
of the associated benefits external to Lynn University.

Elevated Institutional Visibility and Brand Awareness
•National Recognition Among Peer Institutions
•Highlight Institutional President and Senior Leadership
•Highlight Faculty Thought Leaders and Experts
•Highlight Students
•Connect with Local Press
•Connect with Statewide Press
•Connect with National Press
Partnerships
•Education
•Local Business Community
•Corporate
•Cultural Arts
•Governmental
•Law Enforcement
•Community


External Beneﬁts Continued

Relationship Stewardship and Expansion
•Community
•Friends
•Donors
•Alumni


Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits

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