Presidential campaigns are spending more time than ever creating unique online videos, but research indicates they're doing little more than preaching to the choir. Nielsen Online found that few of the 518,000 who viewed videos on BarackObama.com were among the 351,000 checking out flicks on Hillary Clinton's site or the 38,000 watching the offerings on John McCain's site.
"Campaign strategists seem to have this golden ideal-unless you create a viral video, you're not much of a candidate. It's almost become another invisible primary, much like small donor contributions," says Julie Germany, director of the Institute for Politics, Democracy & the Internet. She predicts the emphasis on video will remain a staple for the next few election cycles, but will eventually be replaced by the next online fad. -Rob Capriccioso
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