August 12, 2008
National Political Study: Candidate Web Sites Are As Effective As TV and Cable Ads
To: NATIONAL EDITORS
In the survey of political experts, 25% of respondents said the candidate's own web site was effective for communicating with base voters while 26% rated television and cable ads useful. Nearly half of all consultants (46%), reported that the best ways to reach loyal base voters is email, followed by traditional means such as direct mail, events and telephone.
E-Voter Institute and HCD Research conducted the studies to explore the growing use of the Internet for political campaigns. E- Voter Institute's 7th Annual Survey of Political and Advocacy Communications Leaders was conducted May 8-28, 2008, among 178 political consultants. The 3rd Annual Survey of Voter Expectations was conducted at the same time with 4,801 people, a representative sample of the U.S. electorate. Chris Borick, Ph.D., Director of the Muhlenberg College Institute of Public Opinion, was a key member of the analysis team.
"We are still seeing a wide gap between what voters expect and what campaigns are delivering online," said Karen Jagoda, President, E-Voter Institute. "The campaign dollars being spent for television ads on the Olympics are not being further enhanced by paid on-line ads on Olympic-related web sites," said Jagoda.
Among the findings:
-- The majority of voters (87%) expect candidates to have an official web site and 70% expect them to use it to raise money and for posting television ads.
-- Two out of three voters expect candidates to use on-line ads, webcasts and campaign video on other sites, while only 5% of consultants believe these are effective methods to reach voters.
-- Though an increase of 57% from 2007, less than 25% of the consultants reported that web sites and email are effective for reaching swing/independent voters.
E-Voter Institute is a non-partisan trade association founded in 1999 to promote the interests of Web publishers and solution providers to the political and advocacy communities. For more information, visit e-voterinstitute.com. HCD Research is a communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based marketing and communications research. For more information visit www.hcdi.netor call HCD Research at 908-788-9393.
SOURCE E-Voter Institute
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