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Jan

23

“Internet is the Dennis Kucinich of media” re: political ad spends


Wow. I didn’t think of that line, but Media Post did:

WHEN IT COMES TO GARNERING political ad dollars, the Internet is the Dennis Kucinich of media outlets.

 

With political advertising expected to hit nearly $5 billion this election year, online spending will collect just $20 million–with half that amount funneled into paid search, according to a new study.

The report, released Wednesday by Borrell & Associates, predicts that broadcast television will maintain its dominant role in selling candidates–capturing $2.9 billion, or 60%, of all political ad spending in 2008. The rest will go to newspapers (17%), radio (10%) and cable TV (5%).

Borrell postulates that this is because:

1. “…older, affluent voters remain the core of candidates’ political support, according to the Borrell report. The best way to reach the over-55 crowd is still TV, since most of that group spends less than an hour per week online.”

2. “…[a] continuing uncertainty about its effectiveness in reaching and targeting undecided voters. When candidates have to make a broad impact in a short time, they are more likely to turn to TV or other media.”

In addition to other speculation based on the study,

Borrell also expects that a new crop of niche political blogs such as Politico.com and RedBlueAmerica.com will become increasingly important information sources, especially for the Web 2.0 generation.

Politico.com took off much, much faster than the speed RBA seems to be generating currently, but it’s still extremely new. The Akron Beacon Journal/Ohio.com new political blogging effort is an example of what Borrell predicts.

The report’s answer to the “why bother” question, even as it acknowledges that such benefits don’t necessarily lead to votes:

The report argues that the Web’s importance for candidates goes well beyond what they’re paying for online media. In particular, candidate Web sites have become a key way to build grassroots support and raise money. As an example, it points to the $17 million that Barack Obama raised in the second quarter of 2007, almost two-thirds of which ($10 million) came from online contributions.

Campaign sites also serve as “free” media hubs. “A candidate can now deliver information directly to his or her constituency–or to the electorate in general–without having to purchase airtime, newspaper space or stamps,” said Gordon Borrell, president of Borrell Associates.

I’m still not feeling sorry for Dennis though.

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By Jill Miller Zimon at 12:55 pm January 23rd, 2008 in Blogging, Campaigning, Elections, Media, Politics, Tech, WH2008 

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