About $40 million was spent on online political advertising this year, up from $29 million in the 2004 presidential elections, according to ClickZ.com. PQ Media estimates that email accounts for 80 percent of those costs. Fewer ads, however, are being placed. During the final week of October, 29 political candidates and party organizations ran 4.8 million impressions of political ads, according to AdRelevance research cited by the trade publication. Political candidates ran just over 16 million impressions in September. In the 2004 presidential election, 46 million impressions ran during the last three weeks of September.
From Clickz: In August, fewer than ten candidates and party organizations advertised online, according to AdRelevance, including Republican Pennsylvania Senator Rick Santorum and The Democratic Congressional Campaign Committee. That number jumped to 32 in the month of September when The DNC, The National Republican Senatorial Committee, The National Republican Congressional Committee and campaigns for candidates including Democratic Senator from Nebraska Ben Nelson and Republican Congressman Greg Walden of Oregon. AdRelevance data show 29 political candidates and party organizations ran online ads the final week of October 2006. The 4.8 million impressions they ran in total is dwarfed by the number of ad impressions run by The RNC, DNC and Bush and Kerry campaigns in ’04, tracked at nearly 42 million by the research firm.
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