2004-10-02-皮尤-Presidential_Campaign_Ads_Online_11页_200kb

2004 Presidential Campaign Internet Ad Analysis Summary

2004 presidential campaigns showed limited use of internet advertising compared to traditional media. Online ad spending was minimal—around $2.66 million in the first eight months—less than 1% of TV ad spending. The Kerry campaign outspent Bush significantly, with $1.3 million versus $419,000, reflecting a focus on fundraising. Most ads aimed to raise money ($50 or $25 donations) or recruit volunteers, with few persuasive or issue-focused messages.

Strategically, Bush targeted middle-class women and battleground states, while Kerry prioritized fundraising in metropolitan areas through premium news and magazine sites. Both campaigns favored local media over national outlets. Online ads adhered to mass media standards, avoiding low-quality or deceptive content, with 56% of ads positive toward the sponsor. However, campaigns underutilized the potential of aggressive online advertising, which could reach undecided voters effectively.

The few 527 organizations that advertised spent little online. Methodology used daily spidering to track ads across thousands of sites, estimating placements and spending. Overall, internet advertising was largely an afterthought despite its growth and integration into other campaign activities.