December 09, 2008

The Results Are In

The final results of ad spending during the recent political cycle are rolling in.

Politicians spent about 50% more on advertising in the 2008 elections than they did in 2004. In 2004 they spent $1.7 billion. In 2008 they spent between $2.5 and 2.7 billion.

And the big winner in all this added spending had to be the web, right? Wrong

Television got a huge share, with about 85% of all ad dollars ($2.2 billion.)

The web? Less than 1% -- $20 million. Of that $20 million the bulk was in search, which I'm not even sure is advertising.

For a good laugh, go back a couple of years and read all the hyperventilating about how the web was going to play a huge role in political advertising in 2008. For example, this piece from Online Media Daily, August 23, 2006
"Report: Politicos To Boost Web Spending in '08

Political consultants are gearing up to spend more on the web in 2008...

The study, based on a survey of 155 political consultants, found that about one in three...intend to spend more than 20 percent of their campaign budgets online..." (emphasis mine)
Yeah, right.

Researchers do studies and issue reports. Nobody ever follows up on their predictions. Some day I'm going to quit the ad businesss and start "The Institute For Research About Research." I'm going to document all the nonsense and bullshit that market researchers promulgate.

I'll do it right after I get my World Series ring and my Nobel prize.

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