It's amazing to think that U.S. presidential candidates raised $265 million in the first half of 2007 for marketing their way to the Oval Office, and have been out running for a year now. Way back in 1991, at the same stage in the race, Bill Clinton would have just announced his candidacy on Oct. 3.
Marketers might note how the dollars are being spent. Much of the funds pour in to staffing -- Hillary Clinton now has 145 staffers, Giuliani 90 -- but with advertising, for the first time ever candidates are spending nearly 50% on internet communications vs. TV, direct mail, and old-school media. Early this year, for example, Romney spent $880,000 on direct mail and $875,000 on internet advertising.
This media burn rate is shattering records (and if you're marketing in campaign states, you better plan your media well in advance to secure inventory). We think the real point is when results truly matter, and in elections they do, the fact that candidates are pushing more funds to online promotions means the Internet has arrived as a viable medium. Mag Campaigns & Elections (yes, there is such a thing) offers complete analysis.
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