Not only will political spending on communications reach an all-time high in 2004, the number of media outlets used by political organizations will be more diverse than ever, according to a new report by PQ Media, a market research and consulting firm.
Spending on political direct mail and public relations/promotions is estimated to hit $808 million in 2004, up 74.7% from $463 million in 2002, an increase of 138.2% over 2000’s $339 million.
Internet advertising is expected to see the fastest growth from 2000 to 2004, with spending up 853.8%, followed by cable television, up 331.2%.
The major use of the Internet continues to be for campaign fundraising and voter registration. However, candidates are regularly using e-mail to supplement direct mailings.
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