Poohbahs miss blogad action
Tuesday, September 14th, 2004
In today’s MediaPost Kate Kaye does some admirable number-crunching of the online spending of the two parties and candidates and other players, as seen in figures compiled by Nielsen//NetRatings AdRelevance.
No mention of blog advertising, which isn’t Kate’s fault.
Without blogs, the AdRelevance numbers for political advertising are kinda paltry — 5 million here, 10 million there, maybe a 100 million for the month — that’s total per party — on sites like NYTimes.com, Salon, MSNBC and Fox.
Use a telescope and all you are going to see is stars, I guess — never the grassroots.
Overlooking those weird little things called blogs, Adrelevance ignored hundreds of millions of political ad impressions in July and August. Consider that a one month ad on a flight of top political blog will probably get 45 million impressions, and blogs saw plenty of these in the last two months.
(Here’s a prior post looking at how blog readers are often undercounted.)