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Defying the Odds

Defying the Odds
New book about the 2016 election.

Wednesday, December 12, 2012

Ads: More Lead on the Target


The retrospectives and recriminations continue.  At The Washington Post, Tom Hamburger writes:
Senior Republican campaign operatives who gathered over beer last week in Alexandria for a post-election briefing were taken aback by what they were told. A nonpartisan research firm presented data showing that President Obama had far outperformed Mitt Romney in managing the largest single expenditure of the campaign: television advertising.
Romney’s spending decisions on advertising look like “campaign malpractice,” said one person who had reviewed the newly circulated data.
Obama and his allies spent less on advertising than Romney and his allies but got far more — in the number of ads broadcast, in visibility in key markets and in targeting critical demographic groups, such as the working class and younger voters in swing states. As the presidential race entered its final, furious phase, for example, millions of college football fans tuning in to televised games saw repeated ads for Obama but relatively few from the Romney campaign.
All told, from June through Election Day, the Obama campaign and its allies aired about 50,000 more ads than Romney and his allies, according to the research firm’s data.
“The Obama guys put more lead on the target and were buying their bullets cheaper,” said an attendee at the briefing, Will Feltus, a senior vice president at National Media, the firm that represented Romney in 2008 and President George W. Bush in his 2004 reelection effort.
See earlier posts on the rate disadvantage that Romney and super PACs faced in buying ads.