Abstract
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.
Table of Contents
Executive Summary
- Comparative Estimates: US Online Political Advertising Spending, 2008
(millions)
- Key Questions
The eMarketer View
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 Campaign Television 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 Web Sites Other than the Candidate' s Web
Site 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 Web Site Categories among US Internet Users, Ranked by Growth in
Unique Visitors, December 2007 vs. January 2008 (thousands and % change)
- Top 10 Web Site 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 Web Sites in the US, Ranked by
Market Share of Visits, April 13-19, 2008
- Top 10 Political Web Sites 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 Web Sites 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 Web Sites, 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 Adult 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
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