Two national studies of political consultants and American voters indicate that candidate Web sites are almost as effective for reaching loyal base voters as network and cable television ads.
Twenty-five percent of political consultants said a candidate’s own Web site was effective for communication with base voters while 26 percent said television and cable ads are useful. Close to half (46%) said the best way to reach base voters is with email, followed by direct mail, events and phone.
E-Voter Institute and HCD Research conducted the studies to examine the growing use of the Internet for political campaigns.
“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,”
The majority of voters (87%) want candidates to have an official Web site and 70 percent expected them to use it to raise money and for posting television ads.
Two out of three voters expect candidates to use online ads, webcasts and campaign video on other sites, while only 5 percent of political consultants believe these are effective strategies to reach voters.
Less than 25 percent of consultants said that Web sites and email are effective for reaching independent voters.
