Online Political Spending to Hit $73 Million in '08 Cycle

  |  December 7, 2007   |  Comments

PQ Media's estimated $73 million in Web revenues from political advertisers represents a measly 1.6 percent of the $4.5 billion to be spent this cycle.

ClickZ_Campaign08_katefinal.jpgSpending by political advertisers on Internet ads, marketing and promotional efforts is poised this election cycle to be 150 percent higher than the last presidential election cycle. However, although a new PQ Media report shows it could hit $73 million by next November, Web revenues from political advertisers are still a drop in the bucket.

The preliminary Political Media Buying 2008 forecast from PQ estimates $4.5 billion will be spent by political advertisers in '08 and leading up to this year's presidential primaries on all media measured, including broadcast and cable TV, direct mail, PR, newspaper and Internet. The estimated $73 million sliver expected to go towards the Web represents a measly 1.6 percent of the whole.

Growth is steady, though. In the 2004 presidential election cycle, political advertisers spent $29 million on the Web, and during the '06 congressional elections, they put $40 million online. While the numbers are relatively small compared to broadcast TV and direct mail, the anticipated 150 percent leap between the '04 and '08 presidential elections -- when typically far more money is spent compared to non-presidential election cycles -- is a clear sign that the Internet is gaining momentum when it comes to political spending.

Online media spending doesn't mean just display or search advertising. As reported by PQ in 2006, the majority of dollars spent by political advertisers on the Web will go towards e-mail marketing efforts, the method of choice for online fundraising pitches.

"Spending is probably about a three-to-one, with more of it going towards the e-mail marketing and fundraising aspect of it," said Dr. Leo Kivijarv, VP head of research at PQ Media. Leading up to the 2006 election, PQ pegged e-mail spending at 80 percent of all online political dollars.

Mobile media expenditures by political campaigns are increasing, according to Kivijarv, but the numbers are still tiny in the scheme of things. PQ combined mobile and print magazine spending in a catchall category estimated at around $3 million this election cycle. "Mobile is slowly becoming a larger portion of that ["other" category]," he said, noting, "It's still difficult to ascertain how much candidates are really spending on mobile."

Even though Internet spending is set to account for only 1.6 percent of all political media expenditures, online represented 1.1 percent in the '04 presidential cycle, according to Kivijarv.

"There's definitely momentum," said Kivijarv. "Where the problem exists is when you compare it to the other media," he continued. Broadcast television is set to collect $2.3 billion from political advertisers by the '08 election, and direct mail comes as a distant second with around $1 billion. PR, promotions and events will garner $395 million, according to PQ, while cable TV is expected to grab $200 million.

Kivijarv chalks up miniscule online spending to the fact that political advertisers still consider the Web to be a national medium.

Local media publishers and ad networks enabling geo-targeting down to the zip code may balk at such a notion. And a glance at data provided to ClickZ News by Nielsen Online AdRelevance indicates Republican campaigns for Mitt Romney and Senator John McCain have made a point of buying display advertising on local media sites in important early caucus and primary states including Iowa and South Carolina, along with several other states.

Since April, Democratic and Republican presidential hopefuls ran more than 172 million display ad impressions online between April and October, according to AdRelevance data.

The fact that political advertisers often need to target advertising on a neighborhood or precinct level, narrower parameters than zipcodes, means they tend to rely on media like direct mail, at least when it comes to getting out the vote in tight-race regions. "They just don't have the demographic measurements or the ROI measurements [on such a refined basis]," said Kivijarv.


ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!


Kate Kaye

Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter. Get a daily dose of digital marketing.



Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.




    • GREAT Campaign Project Coordinator
      GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
    • Paid Search Senior Account Manager
      Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...
    • Paid Search Account Manager
      Paid Search Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring an experienced Paid Search Account Manager to...