Borrell: 2008 election won't impact online ad sales

Online hubs hoping to make a killing with the 2008 US election may be hoping for too much. According to a recent report from Borrell Associates, some political ad dollars will be spent online but the majority will be spent in traditional media.

by Kristina Knight

The report forecasts that political ads could surpass $5 billion in 2008, but that only about $20 million will be spent in online arenas. The ad dollars that are spent online will likely be spent on paid search campaigns.

Meanwhile broadcast television will retain the biggest portion of the political pie with $2.9 billion ad dollars (60% of the total political spend). Newspapers will account for 17% of political dollars while radio (10%) and cable television (7%) will round out the top four political ad destinations.

From the politicos standpoint, this is likely a smart move. The majority of affluent voters - those most likely to donate or endorse a campaign - are still among the older demographic. That demographic still turns to television and newspaper for their political information. Since the demographic doesn't turn to the Internet, it makes sense that advertisers would virtually ignore the Internet.

"Nobody wants to take a chance with the Internet. Planners and consultants have limited chances to hit a home run, and they know they can with television," Shawn Riegsecker, CEO of Centro.net (via the study).