Political Candidates Stick To Traditional Media

Media Week:

Political candidates from both parties are demonstrating a stubborn devotion to traditional media, along with a cautious streak that is holding them back from truly embracing the Web as an outlet for political ad dollars, according to a group of panelists speaking during a Mixx Conference session held on Tuesday in New York.

Despite Americans' rapidly changing media habits, the panelists predicted that most spending will remain on TV and other tried and true outlets.

"When it comes to paid media, candidates are about seven years behind," said Richard Kosinski, vp of political advertising, Yahoo. Kosinski estimated that most candidates were planning to spend roughly one percent of their total media budgets online, versus the seven percent that most mainstream brands typically spend on the medium.

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