Political DM Spending Tops $800 Million

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.

“While broadcast television spending will increase by more than $800 million in 2004, compared with the 2000 election cycle, candidates are using more media outlets to target their messages to niche audiences in the so-called battleground states,” said PQ president Patrick Quinn in a statement.

“Declining broadcast television ratings have given sales representatives from alternative media vehicles a compelling story to use in their pitches to political candidates.”