NEW YORK (May 21, 2008)—This year’s national and local elections are generating record advertising spending, including online. eMarketer estimates online advertising from political campaigns and advocacy groups will reach $50 million this year. Still, only 1% to 2% of political ad budgets will be spent online.

People are online trying to find out about issues and candidates, but they are not looking for ads, necessarily. “They zap the ads whenever they can,” says Lisa Phillips, senior analyst, and author of the report, “Politics ’08 Online: Push Meets Pull.”

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%. Yahoo! defines Citizen Voters as more representative of the general population, while Citizen 2.0 voters like to connect, discuss and share information and political views.

“Many voters are checking out candidates online and 42% of US adults said they get political information from the Internet,” Ms. Phillips adds. But the political online ad spending does not match the time voters spend on the Internet. Television is already the big winner in this presidential election and the candidates are forecast to spend $800 million on TV alone.

For more information on politics online, or to speak with Ms. Phillips, contact the media staff listed below.

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