Political Web ad spending fell short of predictions

11/3/2004 | MediaPost Communications

Online political ad spending in this election cycle was surprisingly small, with total candidate spending not expected to exceed $7 million, a sliver of the total amount spent on political ads. Although the Internet increasingly was used to raise money -- especially by Howard Dean during the Democratic primaries -- few campaigns were willing to spend significant ad money online. "Campaigners are the ultimate Luddites," said Charlie Buchwalter, vice president of analytics at Nielsen//NetRatings.

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