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
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