Presidential candidates have spent $107 million on television advertising so far this season, according to the Wisconsin Project which has always done tremendous data crunching of national presidential campaigns. Nearly all of the money was spent in the weeks and months leading up to the earliest primaries and caucuses and almost none of it on Super Tuesday states.
Although Mitt Romney announced yesterday plans to go up on the air, no Republican candidate had advertised by last Sunday in Super Tuesday states.
Democrats and Republicans aired roughly 150,000 ads total during this time, spending approximately the same amount on an air campaign that was mostly positive but lopsided within the GOP. Republican Mitt Romney spent as much as all of his opponents combined – and almost four times as much as John McCain in Florida. Yet McCain bested Romney in Florida, as he did in New Hampshire and South Carolina, despite spending less than a quarter on ads.
Republican ads featured the issues of taxes, defense (including Iraq, veterans and terrorism), abortion and immigration
90% of nearly all candidates’ ads were judged “positive,” with only 10% determined to be “contrast” in nature and none “negative,” save for eleven ads aired by Mike Huckabee in Iowa. Romney were the candidate of “change,” repeating that mantra in one-third of his ads,
These are among the findings of a new report from the University of Wisconsin Advertising Project that analyzed data obtained from the TNS Media Intelligence Campaign Media Analysis Group (TNSMI/CMAG). The report analyses political television advertising in 90% of TV households across the country and include all data through Sunday, January 27.
Not surprisingly, Iowa and New Hampshire led all other states in markets – including adjacent markets like Boston or Omaha – targeted for presidential campaign ads. They were followed by South Carolina, Nevada, Florida and Michigan far behind. Voters in and around Des Moines saw almost 22,000 ads this campaign, worth more than $15 million, while their New Hampshire counterparts – those watching Manchester and Boston TV anyway, saw about exactly the same.
In fact, the lone TV station in Manchester, New Hampshire, WMUR-TV, saw 14,000 ads alone with more money spent there than in all Super Tuesday states combined.
Through Sunday, only $8 million had been spent in Super Tuesday states on TV – $3 million in California alone – yet nine days out from the New Hampshire primary, $26 million had been spent there, and at the same point before the Iowa caucuses, $36 million had been spent there.
Furthermore, as of last Sunday, none of the Republicans had purchased any of $8 million in Super Tuesday states. “Talk about a compressed Super Tuesday campaign,” Goldstein says. “Until this week, no Republican was on TV in these key states at all.”
Republican candidates led the majority of their TV commercials with a variety of traditional conservative issues – taxes, defense (including Iraq, veterans and terrorism), abortion and immigration, all three leading Democrats led with the same. Meanwhile, more than 29% of Romney’s ads also used the word change.
But if “change” has been a big word in presidential campaign ads so far the year, the American flag has been the most popular image. McCain wrapped himself in the flag more than any other leading candidate, with 77% of his TV ads displaying the patriotic image. Close behind was Giuliani, with 65% of his spots doing the same, and Romney with 44% of his.
The only pure negative ad aired by a candidate to date was aired by Mike Huckabee. The ad, criticizing Mitt Romney, was pulled, but not before it aired 11 times in Iowa markets