While congressional districts are generally proportioned evenly, the number of people on Facebook in a given congressional district varies from district to district. This difference means paid advertising reach and costs on Facebook also vary from district to district.
The Natural Resources Defense Council (NRDC) and the Innovation Hub team dove into this topic to examine these differences and provide a data set tool to help with campaign planning. We found:
- On average 64% of people in a congressional district can be reached on Facebook.
- Generally, this percentage can be as low as 31% and as high as 94%.
- North Carolina’s congressional district12 represents ~847,000 people, and ~800,000 of them are on Facebook (94%).
- New Jersey’s congressional district 2 represents ~719,000 people, and only ~220,000 are on Facebook (31%).
- In some districts, the percentage exceeds 100% a high population of immigrants using Facebook, but not represented in the census, and therefore, Congress.
The following data set is the result of an audit of Facebook reach and media costs by congressional district. This information may be helpful as you set goals and budgets for outreach in your campaign planning. While your specific targeting parameters will impact the final cost, this data offers a baseline and shows the relative differences between districts.
Data – Facebook Paid Media Cost by CD
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