The content is compelling enough for political junkies, but according to recent surveys the general public's interest in politics is in a major decline. Americans aren't as excited about tax reform as they are about celebrities endorsing candidates. The Internet hasn't really taken off the way it was supposed to, but I think that's reflective of the general decline in interest in political news. With dwindling voter interest, the Web may not be the best way for candidates to get their messages across to voters. The very nature of the Internet is interactive.
Users choose which sites they visit and what information they seek.
Television ads, however, do not require viewer participation. Commercials hit large audiences with images and messages that are easily digested. Smiles, handshakes, small children, the American flag are images everyone understands, regardless of possible language barriers. But I don't know if it's effective with regular citizens. During the 1996 election, candidates weren't confident enough in the Internet to dedicate resources to the medium.