Politicians, Advertisers Capitalize on Healthcare Ruling

As tweets fly, everyone from Obama to tech companies look to advertise

Today in Washington, the Supreme Court upheld the Affordable Care Act, known by many as Obamacare, ruling to uphold President Barack Obama's individual healthcare mandate. Well before the court offered an opinion, the case was heralded as one of the biggest court decisions in decades and a focal point in an already intense election year. The Washington media and social echo chamber, known nowadays for their intense scrutiny on even the most paltry of issues, was geared up for wall-to-wall coverage of the landmark case, and as always, advertisers salivated over the opportunity to capitalize on the media frenzy.

The decision rocketed across the Internet shortly after 10 a.m. ET spawning an absolute frenzy on Twitter that well exceeded the recent chatter during Obama's endorsement of gay marriage and rivaled that of this year's massive State of the Union tweet volume. The outpouring of tweets was significant enough that Twitter's government outlet, @gov, weighed in:

Parsing through social and search sites throughout the morning, it is clear the Obama campaign dominated search advertising on key terms on both Google and Bing. BarackObama.com offered the top advertised spot on crucial search terms like "obamacare," "supreme court," "scotus," "aca" (affordable care act) and terms like "healthcare companies."

Republicans were less viable on search, with sites like secure.gop.com advertising on the term "affordable care act." However, on Twitter, Adweek noticed the Republican National Committee (@GOP) had promoted tweets featured under the Twitter search term "obamacare." On conservative news sites like Drudge Report, the top advertisement on the site this morning read, "Repeal It All!," an ad paid for by the Senate Conservatives Fund.

Some blue-chip financial companies also looked to capitalize on the healthcare decision frenzy with JPMorgan Chase advertising on CNN's live news blog and Fidelity Investments holding the top promoted tweet on the Twitter search term, "healthcare." The companies are no doubt hoping to capture the attention of a largely intelligent and politically engaged audience. There were also a few advertisers that seemed to come out of left field, with some like the business card printer Moo.com advertising with a promoted tweet on the Twitter search term "affordable care act" throughout the morning.

Even Google's product side looked to get in on the media blitz, paying to advertise their Google Nexus 7 tablet on CNN's homepage leading up to and after the court's decision. Google announced its tablet only yesterday at its I/O developers conference. CNN was also the subject of intense ridicule this morning after falsely reporting both on its website and on air that the court struck down the Obama mandate, a decision that, for better or worse, brought extra eyes to CNN's homepage and Google's ads.


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