Just 2% of Political Ad Budgets to Be Spent Online

May 29, 2008

This article is included in these additional categories:

Social Media | Television

This year’s national and local elections are generating record advertising spending, including online, according to eMarketer, which estimates that online spend from political campaigns and advocacy groups will reach $50 million this year.

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Still, just 1-2% of political ad budgets will be spent online, it said. Television, on the other hand, is already the big winner in this presidential election, with the candidates alone forecast to spend $800 million on TV alone.

“Many voters are checking out candidates online, and 42% of US adults said they get political information from the internet,” said Lisa Phillips, senior analyst and author of the report, “Politics ’08 Online: Push Meets Pull.”

But the political online ad spending does not match the time so many voters spend on the internet. “Over the course of the year, less than 2% of political ad budgets will be spent online,” Phillips is quoted as saying. “That pales in comparison to the 50% to 80% of the budgets that will be spent on broadcast TV advertising.”

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“The Internet is pulling voters into conversation and interaction with candidates and issues in ways that barely existed in the last presidential election, a mere three-and-a-half years ago,” Phillips said.

Yahoo estimates there are 87 million voters online, divided into two groups: Citizen 2.0, numbering 44.6 million at 51%, and Citizen Voter, 42.2 million and 49%. Citizen Voters are defined as more representative of the general population, whereas Citizen 2.0 voters like to connect, discuss and share information and political views.

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