hosting the final presidential debate of 2012: an examination of impact & associated benefits

Hosting the Final Presidential Debate of 2012

Lynn UniversityOffice of Institutional Research, Planning & Assessment

A n E x a m i n a t i o n o f I m p a c t & A s s o c i a t e d B e n e f i t s

January 31, 2013

61

Jason L. Walton, Chief of Staff2012 Debate Co-Chair

Lara Martin, DirectorOffice of Institutional Research Planning & Assessment

Lynn University3601 North Military Trail

Boca Raton, FL 33431-5598

January 31, 2013

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

Hosting the Final Presidential Debate of 2012A n E x a m i n a t i o n o f I m p a c t & A s s o c i a t e d B e n e f i t s

61

Table of Contents

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

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

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

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

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

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


1

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 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.

BackgroundObama - Romney | Lynn University, Boca Raton, FL | October 22, 2012

Photo: Mark Abraham

2

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:


Introduction

@govTwitter

Government

ECONOMIC IMPACT ANALYSIS

4

M E T H O D O L O G I E S & D A T A S O U R C E S

Cash spending estimates

Donation estimates

Economic modeling

Lynn University accounting records

Lynn University accounting records

Enigma Research Special Events Impact Model

FACILITY AND OPERATIONAL SPENDING

DELEGATE AND MEDIA SPENDING

ANCILLARY EVENT SPENDING

NATIONAL AWARENESS AND LEGACY EFFECT

Attendance estimates

Delegate spending estimates

Spectator spending estimates

Media spending estimates

Economic modeling

Accreditation records

Palm Beach County CVB spending data

Boca Raton and Delray Beach event organizers

Online survey of 200 accredited media


Attendance estimates

Spectator spending estimates

Ancillary event operational expenses

Economic modeling


On-site survey of 300 spectators



Awareness estimates

Legacy effect spending estimates

Economic modeling

ORC National Survey of 1,000 adults

Palm Beach County CVB spending data



5

Highlights1. 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


6

Highlights continued4. 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


• 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.

7

Section 1: Total Economic Impact of Final Presidential Debate


8

DEBATE-RELATED SPENDING IN PALM BEACH COUNTY

FACILITY AND OPERATIONAL SPENDING

DELEGATE AND MEDIA SPENDING

ANCILLARY EVENT SPENDING

Facility and operational spending (cash)Facility and operational spending (donated

Total facility and operational spending

Cash expenditures related to hosting event $2,960,213Value of donated items related to hosting event $1,556,529

Total $4,516,742

Non-local delegate spending

Non-local spectator spending

Non-local media spending

Total delegate and media spending

Spending by non-locals within Performing Arts Center $198,000

Spending by non-locals at VIP and Red, White, and View $119,000

Spending by non-local accredited and non-accredited media $2,662,000

Total $2,979,000

Non-local spectator spendingOperational spendingTotal ancillary event spending

Tourism spending at Spin the Vote and Rock the Vote $400,300Operational spending at Spin the Vote and Rock the Vote $190,425

Total $590,725

Total debate-related spending $8,086,550


9

ECONOMIC IMPACT IN PALM BEACH COUNTYDEBATE-RELATED SPENDING

ECONOMIC IMPACT, EMPLOYMENT, AND TAXES

Total debate-related spending Facility and operational spending

Delegate and media spending

Ancillary event spending

$8.1M$4.5M

$3.0M

$0.6M

Total economic impact (Industry Output) Direct and indirect impact

Induced impact

$13.1M$11.0M

$2.1M

Employment supported (full-year job equivalents)

Total taxes supported

Federal

State

Local

$1.4M

$0.8M

$0.3M

$0.3M


125

10

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

Accomodation and food services

Arts, Entertainment, and Recreation

Transportation and Warehousing

Retail Trade

Professional, Scientific, and Technical Services

Administrative and Waste Management Services

Manufacturing

Healthcare and Social Assistance

Finance and Insurance

Real Estate Rental and Leasing

Other

0 12.5 25 37.5 50

5

3

4

5

5

6

8

8

16

17

48


11

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.


12

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

Technology ExpensesFacility Expenses

Advertising / Promotion / PrintingCatering / Food / Restaurants

Temporary Parking LotHotels / Accommodations

Wages / Salaries Paid to StaffOffice ExpensesSecurity / Police

TentsWaste Removal / Toilet RentalsEquipment and Vehicle Rentals

Locally Hired Entertainment $8,000

$17,000

$66,000

$70,000

$82,000

$102,000

$104,000

$130,000

$160,000

$190,000

$334,000

$1,006,000

$2,200,000

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


13

FACILITY AND OPERATIONAL SPENDING RELATED TO THE FINAL PRESIDENTIAL DEBATE (spent locally)

Technology Expenses (computers, telephones, cabling, TVs)

Facility Expenses

Advertising / Promotion / Printing

Catering / Food / Restaurants

Temporary Parking Lot

Hotels / Accommodations

Wages / Salaries Paid to Staff

Office Expenses

Security / Police

Tents

Waste Removal / Toilet Rentals

Equipment and Vehicle Rentals

Locally Hired Entertainment

Cash Donated Total$1,124,350 $1,072,240 $2,196,590

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

$308,853 $24,654 $333,507

$160,000 $29,837 $189,837

$160,000 $0 $160,000

$130,000 $0 $130,000

$103,800 $0 $103,800

$28,000 $73,740 $101,740

$81,778 $0 $81,778

$70,000 $0 $70,000

$41,100 $25,000 $66,100

$17,300 $0 $17,300

$8,000 $0 $8,000

Total facility and operational spending

Source: Lynn University Financial Records

$2,960,213 $1,556,529 $4,516,742


14

•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.

Section 3: Delegate and Media Spending


15

SPENDING BY NON-LOCAL DELEGATES, SPECTATORS, AND MEDIA

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

Food and Beverage

Lodging

Transportation

Entertainment

Retail $258,000

$377,000

$651,000

$655,000

$1,038,000


16

ATTENDANCE AT LYNN UNIVERSITY CAMPUS

Locals Non-locals Total

DELEGATES

SPECTATORS

MEDIA

TOTAL

Democratic Party campaign

Republican Party campaign

Commission on Presidential Debates

Lynn University students

Red, White, and View attendees

VIP Party attendees

Accredited media (inside the fence)

Other media and entourage

Total attendance at Lynn University campus

0 188 1880 188 1880 94 9494 0 94

1,650 350 2,000

219 31 250

910 2,590 3,500

146 414 3,500

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


17

SPENDING BY NON-LOCAL DELEGATES, SPECTATORS, AND MEDIA

Delegates Spectators Media Total

Food and Beverage

Lodging

Transportation

Recreation and Entertainment

Retail

$69,000 $36,000 $932,000 $1,038,000

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

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

$26,000 $5,000 $346,000 $377,000

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

$198,000 $119,000 $2,662,000 $2,979,000

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


Total Spending by Non-Local Delegates, Spectators, and Media

18

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.


19

SPENDING BY NON-LOCALS AT ANCILLARY EVENTS

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

Food and Beverage

Lodging

Transportation

Entertainment

Retail $59,500

$64,100

$65,000

$71,300

$140,500


20

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

Locals

Non-locals

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

9,8103,190

Total attendance at ancillary events 13,000

Total(Both events)


21

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

$140,500

$71,300

$65,000

$64,100

$59,500

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

Food and Beverage

Lodging

Transportation

Recreation and Entertainment

Retail

$400,300

Total(Both events)


Total spending by non-locals at ancillary events

22

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

$105,800

$32,000

$14,000

$8,150

$7,500

$7,500

$4,000

$3,625

$3,500

$2,300

$1,700

$350


Event Production




Advertising, Promotion, Printing (spent locally)

Security / Police

Locally Hired Entertainment

Office Expenses

Facility / Venue Rent

Waste Removal / Port-o-Let Rentals

Equipment and Vehicle Rentals

Other Expenses

$190,425

Total(Both events)

Total operational spending at ancillary events


23

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

$1,386,000

$290,400

$30,900

$3,200


Event Production




$1,710,500

Total(Both events)

Total spending by locals at ancillary events


24

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.

Source: Palm Beach County Tourism Development Council via the Palm Beach Post - December 13, 2012

Palm Beach County Tourism and Tax Revenues

October 2011 compared to October 2012:

• bed tax dollars increased 22%

• hotel occupancy increased 10%

• average daily rate increase 7%


25

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.


26

Not Sure10%

Disagree4%Agree

86%

Brought Positive Attention to County

Not Sure9%

Disagree2%Agree

89%

County Should Host More Events

Not Sure8%

Disagree1%Agree

91%

Proud Lynn University was Host


27

OPINIONS REGARDING DEBATE: AGREE OR DISAGREE

“The final presidential debate has brought positive attention to this county.”

agreedisagreenot sure

“The county should host more events like the final presidential debate.”


“I am proud that Lynn University is hosting the final presidential debate.”


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

All Respondents

83%5%

12%

84%7%

13%

93%1%6%

86%4%

10%

89%1%

10%

86%1%

13%

91%4%5%

89%2%9%

88%2%

10%

91%0%9%

96%1%3%

91%1%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.

Hosting the Final Presidential Debate of 2012: An Examination of Impact & Associated Benefits28

29

NATIONAL AWARENESS OF FINAL PRESIDENTIAL DEBATE

Watched entire debate live on TV or online

Watched parts of the debate live

Did not watch but saw video clips afterwards

Read or heard about it but did not watch

Did not follow the debate at all

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

33% 78.4M

22% 52.3M

10% 23.8M

14% 33.3M

21% 49.9M

Total watched or followed the debate

Total did not follow the debate

79% 187.8M

21% 49.9M


30

NATIONAL AWARENESS OF DEBATE LOCATION (aided recall)

Aware debate was held at Lynn University

Aware debate was held in Boca Raton or Palm Beach County

Aware debate was held somewhere in Florida

Unaware of debate location


29% 68.9M

13% 52.3M

22% 23.8M

36% 33.3M

Total aware debate was held at Lynn University or Boca Raton / Palm Beach County

Total unaware

42% 99.9M

58% 137.9M

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


31

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

“Somewhat” want to visit Boca Raton or Palm Beach County within five years

No more likely to want to visit Boca Raton or Palm Beach County

Unaware of debate location


2% 4.7M

7% 16.6M

55% 130.7M

36% 85.6M


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

One in ten

One in fifty

One in one hundred

470,000 350M

94,000 70M

47,000 35M

Number of U.S. Adults Estimated tourism spending

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

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

32

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

Total Estimated Spending: $350M (over five years)

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

Food and Beverage

Lodging

Transportation

Entertainment

Retail $28,200,000

$45,700,000

$77,400,000

$77,400,000

$123,100,000


Traditional Media Metrics

34

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


35

CandidatesIn 2011 and 2012, there were numerous debates among candidates seeking the Republican Party U.S. Presidential Nomination. Although candidate participation and criteria for inclusion varied from debate to debate, candidates across pre-convention Republican debates included:

•Michele Bachmann•Herman Cain•Newt Gingrich•Jon Huntsman•Gary Johnson•Ron Paul•Tim Pawlenty•Rick Perry•Mitt Romney•Rick Santorum

Several locations played host to pre-convention / primary debates in 2011 and 2012 including:

•Greenville, SC - Peace Center•Goffstown, NH - Saint Anselm College•Ames, IA - Iowa State University•Simi Valley, CA - Reagan Presidential Library•Tampa, FL - Florida State Fair Grounds•Orlando, FL - Orange County Convention Center•Hanover, NH - Dartmouth College•Las Vegas, NV - Sands Expo & Convention Center•Rochester, MI - Oakland University•Spartanburg, SC - Wofford College•Washington, DC - DAR Constitution Hall•Des Moines, IA - Drake University•Sioux City, IA - Sioux City Convention Center•Goffstown, NH - Saint Anselm College•Concord, NH - Capitol Center for the Arts•Myrtle Beach, SC - Myrtle Beach Convention Center•North Charleston, SC - North Charleston Coliseum •Tampa, FL - University of South Florida•Jacksonville, FL - University of North Florida•Mesa, AZ - Mesa, Arizona Arts Center

Locations

SponsorsSponsor organizations for pre-convention / primary debates in 2011 and 2012 included a combination of major television networks, local television stations, state-level Republican parties, newspapers, colleges and universities, presidential libraries, Google, Facebook, think tanks, etc...

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

ViewershipPre-convention debates associated with challenger party candidate nomination (sometimes called primary debates) are often carried on a single major television network and generally feature multiple candidates. These debates have substantially lower viewership than the four general election presidential debates hosted by the CPD, which feature the leading candidates for president as determined by the pre-published CPD selection criteria. CPD debates air on most major networks simultaneously.


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

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

37


Source: Nielsen

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.


38

5/5/2011 Greenville, SC - Peace Center

6/13/2011 Goffstown, NH - Saint Anselm College

8/11/2011 Ames, IA - Iowa State University

9/7/2011 Simi Valley, CA - Reagan Presidential Library

9/12/2011 Tampa, FL - Florida State Fair Grounds

9/22/2011 Orlando, FL - Orange County Convention Center

10/11/2011 Hanover, NH - Dartmouth College

10/18/2011 Las Vegas, NV - Sands Expo & Convention Center

11/09/2011 Rochester, MI - Oakland University

11/12/2011 Spartanburg, SC - Wofford College

11/22/2011 Washington, DC - DAR Constitution Hall

12/10/2011 Des Moines, IA - Drake University

12/15/2011 Sioux City, IA - Sioux City Convention Center

01/07/2012 Goffstown, NH - Saint Anselm College

01/08/2012 Concord, NH - Capitol Center for the Arts

01/16/2012 Myrtle Beach, SC - Myrtle Beach Convention Center

01/19/2012 North Charleston, SC - North Charleston Coliseum

01/23/2012 Tampa, FL - University of South Florida

01/26/2012 Jacksonville, FL - University of North Florida

02/22/2012 Mesa, AZ Mesa, Arizona Arts Center

0 0.5 1.0 1.5 2.0 2.5 3.0

1.63

1.85

0.17

1.73

1.89

0.19

2.16

2.32

2.63

1.24

1.89

0.7

1.9

2.12

2.1

1.25

1.87

1.72

1.07

1.11

Prim

ary

Deb

ate

Dat

es &

Loc

atio

ns

% of all People (ages 2 and above) that viewed the event


Source: Nielsen


39

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


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.

Viewership

40

1

1

2

3

4

5

6

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

RNC Convention

DNC Convention

First Presidential Debate

Vice Presidential Debate

Second Presidential Debate

Third Presidential Debate

August 27 - 30, 2012

September 4 - 6, 2012

October 3, 2012

October 11, 2012

October 16, 2012

October 22, 2012

Tampa, FL

Charlotte, NC

University of Denver - Denver, CO

Centre College - Danville, KY

Hofstra University - Hempstead, NY

Lynn University - Boca Raton, FL

43

2

5

16


41

2012 Republican National Convention

Source: Nielsen

Day 3 Viewership by NetworkRNC Convention

Total 30,469,410

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


42

2012 Democratic National Convention

Source: Nielsen

Day 3 Viewership by NetworkDNC Convention

Total 35,715,807

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


43

First Presidential DebateOctober 3, 2012 - University of Denver - Denver, CO

Source: Nielsen

Viewership by NetworkFirst Presidential Debate

Total 67,186,816


44

Vice Presidential DebateOctober 11, 2012 - Centre College - Danville, KY

Source: Nielsen

Viewership by NetworkVice Presidential Debate

Total 51,418,509


45

Second Presidential DebateOctober 16, 2012 - Hofstra University - Hempstead, NY

Source: Nielsen

Viewership by NetworkSecond Presidential Debate

Total 65,635,062


46

Third Presidential DebateOctober 12, 2012 - Lynn University - Boca Raton, FL

Source: Nielsen

Viewership by NetworkThird Presidential Debate

Total 59,234,946


47

Top 24 Telecasts of 2012

Source: Nielsen

presidential debates

vice presidential debate

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

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


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.

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:

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

Pew Research Center for the People & the Press Survey

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

49

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.


50

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


51

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 & Social Media Metrics

53

Web Metrics

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

Source: Lynn University Office of Marketing & Communication

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.

Lynn Homepage

Lynn Debate Website


http://lynn.edu/

http://lynn.edu/

http://debate2012.lynn.edu/

http://debate2012.lynn.edu/

54

Social Media Metrics

Social media and social networking are

no longer in their infancy. Since the

emergence of the first social media

networks some two years ago, social

media has continued to evolve and offer

consumers around the world new and

meaningful ways to engage with the

people, events, and brands that matter to

them. Now years later, social media is still

growing rapidly and has become an

integral part of our daily lives. Today,

social networking is truly a global

phenomenon.

The State of Social Media Report 2012Nielsen

On October 26, 2012, Lynn University issued a release that revealed early social media numbers related to the third presidential debate. Here is a quick recap of where metrics stood just days after the debate:

1 hour of edited footage & 49 videos

4 Hangouts

2000 photos

132 check-ins at volunteer headquarters

1,393 #lynndebate photos

Impressions spiked from 86,579 to 934,258

146 posts

Source: Lynn University Office of Marketing & Communication


http://www.lynn.edu/about-lynn/news-and-events/news/early-numbers-show-that-lynn-university2019s-efforts-to-host-the-final-presidential-debate-is-paying-off?searchterm=early%252520numbers

http://www.lynn.edu/about-lynn/news-and-events/news/early-numbers-show-that-lynn-university2019s-efforts-to-host-the-final-presidential-debate-is-paying-off?searchterm=early%252520numbers

55

Source: @gov - Twitter Government


56

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


Associated Benefits

58

Internal BenefitsThere 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.

•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

Academics

Student Life

Faculty / Staff

•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

•Organizational Leadership Opportunities•Volunteer Opportunities•Collaboration Opportunities •Campus Events and Programming Participation


59

Internal Benefits Continued

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

Capitol Improvements


60

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.

•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

Elevated Institutional Visibility and Brand Awareness

Partnerships

•Education•Local Business Community•Corporate•Cultural Arts•Governmental•Law Enforcement•Community


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External Benefits Continued

•Community•Friends•Donors•Alumni

Relationship Stewardship and Expansion


hosting the final presidential debate of 2012: an examination of impact & associated benefits

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