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View Diary: Republicans outspent Democrats by over $100 million in battlegrounds (176 comments)

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  •  Better business people at Obama/Biden (12+ / 0-)

    Advetising Age:

    Bargain buying

    The Obama campaign was frank about expecting to be outspent in the fall. However, as the incumbent, and for lack of a primary challenger, it also had the luxury of time to plan for being outspent. That plan included 1) advertising heavily early in the race in order to define Romney before he defined himself, before the airwaves became saturated in the fall, and before ad rates really soared; and 2) laying down orders early. Not all of their early orders cleared at the original prices, but many did.

    Once Labor Day passed and stations were required to charge candidates lower rates to advertise, Obama's dollars stretched further compared not only with the Republican outside groups that paid premium rates, but also -- somewhat surprisingly -- to the Romney campaign, which chose to retain more flexibility in what they bought and more certainty in what they paid in exchange for skipping opportunities to pay less.[...]

    Obama's campaign ultimately won the air war by making the very most of its resources and deploying all the weapons in the advertising arsenal: timing, tiered rates and rates reserved for candidates, programming platforms, and the ad content itself. They short-circuited the party advertising apparatus to bring more ad dollars under their direct control; leveraged advances in local cable ad sales to balance out their cable advertising and played local and national against each other to get better rates; and for content, relied heavily on attacks designed for maximum impact on their desired targets.

    The choice of our lifetime: Mitt Romney, It Takes A Pillage or President Barack Obama, Forward Together.

    by FiredUpInCA on Fri Nov 16, 2012 at 06:37:01 AM PST

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