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Politics ’08 Online:
Push Meets Pull
This year’s national and local elections are generating record advertising spending, including online. Still, only 1% to 2% of political ad budgets will be spent online, compared with 50% to 80% on broadcast TV advertising.
The Politics ’08 Online report analyzes how online advertising, communications and social networks are affecting this year’s political races.
eMarketer estimates online advertising from political campaigns and advocacy groups will reach $50 million this year.
That doesn’t sound like much, and it isn’t. Candidates and advocacy groups aren’t buying a lot of online advertising—search or display. They are spending most of their Internet budgets on Web sites and e-mail marketing.
Key questions the “Politics ’08 Online” report answers:
- Why is television advertising still so popular with campaigners?
- What are the demographics of online voters?
- How are Internet users searching for political information?
- What ads work with DVRs?
- Does online behavior differ according to political party affiliation?
- When are Internet users most likely to look for political information?
- What happens to a politician’s online community when the candidate drops out ?
- And many others…
eMarketer Reports—On Target and Up to Date
The Politics ’08 Online report aggregates the latest data from marketing and communications researchers with eMarketer analysis to provide the information you need to make smart, accurate business decisions.
To download the report to your desktop—click Add to Cart:
This year’s national and local elections are generating record advertising spending, including online. Still, only 1% to 2% of political ad budgets will be spent online, compared with 50% to 80% on broadcast TV advertising.
Executive Summary
 Comparative Estimates: US Online Political Advertising Spending, 2008 (millions)
Key Questions
The eMarketer View
Politics Online
The Big Spending Picture
Advertising
Comparative Estimates: US Political Advertising Spending, 2008 (billions)
US Political Advertising Spending, Q4 2007-Q4 2008 (millions)
US Political Advertising Spending, by Segment, 2006 & 2008
US Political Advertising and Marketing Communications Spending, 2002-2006 (billions)
US Political Campaign TV Advertising Spending*, 2004, 2006 & 2008 (billions)
Online Activities of US Adult Internet Users While Watching Online Video or TV Content, February 2008 (% of respondents)
Most Popular Methods for Political Candidates to Capture Their Attention According to US Voters, June-July 2007 (% of respondents)
Online Ad Spending
Comparative Estimates: US Online Political Advertising Spending, 2008 (millions)
US Political Advertising Spending, Q4 2007-Q4 2008 (millions and % of online ad spending)
2008 US Presidential Candidate Online Display Advertising Impressions, January-December 16, 2007 (millions)
Efficacy of Rich Media Ads on Websites Other than the Candidate's Website according to US Political and Advocacy Consultants, June-August 2006 (% of respondents)
Best Online Methods for Reaching Political Constituents According to US Voters and Consultants*, June-July 2007 (% of respondents)
2008 US Presidential Candidate Online Advertising Impressions, by Type, April & May 2007 (thousands)
Leading 2008 US Presidential Campaigns, Ranked by Sponsored Link Impressions, August 2007 (thousands)
Types of Paid Keywords Purchased by US Presidential Campaigns, by Political Party, October 2007
US Adult Internet Users Who Use Search Engines for Information on Issues and Candidates for the 2008 Presidential Election, by Gender, May 2007 (% of respondents in each group)
Media Resources that Influence the Political Opinions of US Citizen 2.0s* vs. Adult Internet Users Who Vote, August 2007 (% of respondents in each group)
2008 Presidential Candidates Searched for Online by US Adult Internet Users, March 2008 (% of respondents)
Reasons for Conducting Online Searches on 2008 Presidential Candidates according to US Adult Internet Users, March 2008 (% of respondents)
Actions taken after Seeing Political Advertising* according to US Citizen 2.0s** vs. Adult Internet Users Who Vote, August 2007 (% of respondents in each group)
2008 Presidential Election Issues Searched for Online by US Adult Internet Users, May 2007 & March 2008 (% of respondents)
All Politics Is Social
Effective Methods for Political Candidates and Advocates to Reach the Public According to US Consultants*, June-July 2007 (% of respondents)
2008 Presidential Candidates' Facebook and MySpace Friends, April 25, 2008
Voters 2.008
Demographic Profile of US Citizen 2.0s* vs. Adult Internet Users Who Vote, August 2007 (average or % of respondents in each group)
Demographic Profile of US Adults Who Use TV* vs. the Internet for Presidential Election Information, January-March 2008 (% of respondents in each group)
Media Choices among the Electorate
Media Used by US Adult Internet Users to Find Information about 2008 Presidential Candidates and Issues, May 2007 & March 2008 (% of respondents)
Sources from which US Adults Learn about Presidential Campaigns, 2000, 2004 & 2008 (% of respondents*)
Online Sources of Campaign News according to US Adults, by Age, December 2007 (% of respondents*)
Attitudes
Most Trustworthy Political or Media Source according to US Adult Internet Users, by Age and Gender, 2007 (% of respondents in each group)
Ways in Which US Adults Prefer Political Candidates to Communicate Their Positions on Issues, January 2008 (% of respondents)
US Adults Who Believe Political TV Commercials Influence Their Vote, January 2008 (% of respondents)
Types of Advertising that Engage US Adult Internet Users, September 2007 (% of respondents)
Frequency with which US DVR Owners Skip TV Commercials, October 2006 & November 2007 (% of respondents)
Reasons that US DVR Users Watch Commercials during Recorded Shows, 2007 (% of respondents)
Behavior
Online Political Activities* of US Adult Internet Users, January-March 2008 (% of respondents)
Top 10 Website Categories among US Internet Users, Ranked by Growth in Unique Visitors, December 2007 & January 2008 (thousands and % change)
Top 10 Website Categories among US Internet Users, Ranked by Growth in Unique Visitors, January & February 2008 (thousands and % change)
Online Engagement with 2008 Presidential Campaigns of Barack Obama and Hillary Clinton, March 2008
Top Seven 2008 Presidential Candidate Websites in the US, Ranked by Market Share of Visits, April 13-19, 2008
Top 10 Political Websites in the US, Ranked by Market Share of Visits, April 13-19, 2008
Top Five New Media Technologies Used by US Adults, by Political Party, December 2007 (% of respondents)
Type of Websites Used to Find Information about 2008 Presidential Candidates and Issues, by Political Party Affiliation, March 2008 (% of respondents)
Online Political Activities* of US Adult Internet Users, by Political Party, January-March 2008 (% of respondents)
The Social Side of Voter 2.0
Social Networks
US Adult Online Social Network Users, 2006-2011 (millions and % of adult Internet users)
US Adults Who Use Social Networking Sites for Campaign Information, by Age, December 2007 (% of respondents)
Political Actions Taken Following an Online Notice according to US Social Network Users and Non-Social Network Users, June-July 2007 (% of respondents)
US Affluent* Adult Internet Users Who Participate in Online Social Networks, 2007 & 2008 (% of respondents)
US Affluent* Adult Internet Users Who Participate in Online Social Networks, by Network, 2008 (% of respondents)
Online Video
US Presidential Candidate Websites, Ranked by Unique Viewers of Video Content, March 2008
US Adults Who Use Online Video for Campaign Information, by Age, December 2007 (% of respondents)
Types of Political Online Video that US Online Video Viewers Have Watched, by Party Affiliation*, November 2007 (% of respondents in each group)
Types of Political Candidate Online Video that US Political Online Video Viewers Have Watched, by Party Affiliation*, November 2007 (% of respondents in each group)
US Online Video Viewers Who Would Watch More Political Campaign Advertisement Online Video if Available, by Party Affiliation*, November 2007 (% of respondents in each group)
Blogs
US Internet Users Who Read Political Blogs, by Age and Political Party, January 2008 (% of respondents)
US Registered Voters Who Regularly or Occasionally Blog, by Political Affiliation, January 2008 (% of respondents in each group)
Top 10 Blogs in the US, Ranked by Unique Visitors, March 2007 & March 2008 (thousands and % change)
Trends to Watch
Related Information and Links
Related Links
Contact
Report Contributors
This year’s national and local elections are generating record advertising spending, including online. Still, only 1% to 2% of political ad budgets will be spent online, compared with 50% to 80% on broadcast TV advertising.
Adweek
Annenberg Public Policy Center
BIGresearch
Borrell Associates Inc.
ChoiceStream
Compete
comScore Media Metrix
eMarketer
E-Voter Institute
Experian Hitwise
Hall & Partners
Harris Interactive
HCD Research
iCrossing
J. Walter Thompson (JWT)
Lehman Brothers
Luxury Institute
Merrill Lynch
Muhlenberg College, Institute of Public Opinion
Nielsen Media Research
Nielsen Online
Nielsen//NetRatings
Opinion Research Corporation
Pew Internet & American Life Project
Pew Research Center
Pew Research Center for the People and the Press
PointRoll
PQ Media, LLC
Rimm-Kaufman Group
Solutions Research Group
techPresident
TNS Media Intelligence
US Census Bureau
Washington Post
Yahoo!
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