McCain Campaign Quietly Starts Buying Ad Time On The National Networks
In an unusual move, the McCain campaign has quietly started buying ad time on the national networks, a strategy that for the most part hasn't really been pursued on a large scale in presidential campaigns for at least two decades, a close follower of national ad buying tells me.
Since Friday, the first day after the GOP convention, the McCain campaign has purchased at least $500,000 worth of time on the national nets, with an eye towards advertising nationally during daytime TV shows, Evan Tracey, who tracks ad buying for the Campaign Media Analysis Group, confirms to me.
Among the shows McCain has bought time during, according to Tracey: The Price Is Right, Guiding Lights, and Days of Our Lives.
"It's really outside the norm," Tracey says of the McCain camp's buying. "Presidential campaigns have by and large skipped national programming for the last several cycles." Tracey points out that presidential campaigns haven't really invested heavily in national ad buying since the late 1980s.
There has been a bit of national network buying in this election -- during the Olympics, for instance -- but that has been the occasional exception.
The unusual ad spending also sheds a bit of light on McCain's demographic strategy. The buys during daytime TV suggest outreach to elderly and female voters, Tracey says, both of whom the McCain camp has aggressively targeted.
"Soap operas and game shows are a way to beef up the older and female demographics," Tracey says, adding that McCain advisers "know they need to get into these older populations that still watch daytime broadcast TV."
It's unclear how much the McCain camp intends to sink into national network buying going forward, or which particular spots will run there, but the half-mil McCain's people have already put down suggests the possibility that there's more to come.
Soap operas and game shows -- ya mean like the John McGong travelling road show?
September 9, 2008 4:02 PM | Reply | Permalink
Hmmm, seriously, I wonder if Obama should buy some time in those slots to knock McSame for wanting to privatize Social Security?
September 9, 2008 4:04 PM | Reply | Permalink
Exactly. I was just at a Wal-Mart in suburban St. Louis County and saw a couple of old people with a McCain sticker on their car, and I thought about asking them, "Hey, did you know McCain wants to privatize your Social Security? How's that gonna work for ya?"
Next time maybe I'll have the guts to do it.
September 9, 2008 4:28 PM | Reply | Permalink
Seems like an obvious strategy. Why has this been so out of the norm?
September 9, 2008 4:02 PM | Reply | Permalink
they prefer targeted spending in the battleground states and in specific markets, plus national network time is expensive
September 9, 2008 4:03 PM | Reply | Permalink
Thanks.
September 9, 2008 4:06 PM | Reply | Permalink
I think that part of this strategy, besides trying to highlight Palin before the truth about her record becomes more apparent to the public, is to force the Obama campaign to start spending more money early in the hope that they will have less later (an especially significant concern if one believes the reports of Obama's waning fund raising prowess).
September 9, 2008 4:05 PM | Reply | Permalink
That strategy doesn't really make any sense since it's McCain with the finite funds.
And we've been hearing about the waning fund raising powers for the last 4 or 5 months.
September 9, 2008 4:08 PM | Reply | Permalink
The "waning of fundraising" is complete rumor. How can a campign, set to announce its biggest monthly haul ever, which means Obama will break another of his own records, be considered "waning?"
It's plain dumb on the face of it.
September 9, 2008 4:09 PM | Reply | Permalink
I'll tell you how that myth grows legs.
A Democratic fundraiser, unnamed, and, unconnected to the Obama party, says, in early June "The Obama campaign will be raising 100 millin a month!" in the exultation following Obama clinching the nomination, and lots of happy polling data.
This comment gets wedged permanently in the minds of political beat writers and pundits, none of whom apparently check to see if the original commenter was credible.
The 100 million a month becomes reality. Actual reality gets kicked to the curb, and hence, "Obama's fundraising prowess is waning".
We heard it in the beginning of August. We're hearing it again. Only difference is that it was the NY Times reporting it today.
September 9, 2008 4:13 PM | Reply | Permalink
I was basing my thoughts on this NYT article as well as this more vague one from HuffPo.
If the rumors are just Obama mind games with the McCain camp, I'll be much relieved.
September 9, 2008 4:22 PM | Reply | Permalink
Yeah, I read the Times article, and it repeats the vague claims.
At this point, anything with Nagourney in the byline should be viewed with skepticism.
September 9, 2008 4:24 PM | Reply | Permalink
I'm wondering if opting out of public financing was a mistake. It seems to me that McCain is continuing to fundraise like a madman (although now it's mostly getting funneled thru the RNC), PLUS he gets the $81 mil from taxpayers. Obama just gets what he can raise without the government handout. Can someone please explain to me why the Obama campaign felt opting out would be so advantageous??
September 9, 2008 4:32 PM | Reply | Permalink
Maybe because they were pretty certain that they would be able to raise significantly more than 42 million for the next two months.
McCain can only spend 84 million. Not a penny more. Obama can outspend him.
Now, the RNC has raised a boatload, and will get McCain's money, but my guess is that the Dems expected the RNC to be spending more on behalf of candidates for Congress. Instead, the RNC has basically said "screw you" to Republicans, and will operate as a de facto McCain arm of the campaign.
I'm still not convinced it was a mistake for Obama to opt out.
Those 527s he told to shut down are going to boot back up. Did you know that?
September 9, 2008 4:37 PM | Reply | Permalink
Yeah. And I bet the Repugs are going to hit him for that reversal, too.
I'm not "hyperventilating," as Plouffe put it. I realize that the decision is made and we can't change it now, and I AM working my butt off on voter reg. here in MO. I was just wondering if I was the only one thinking this way.
September 9, 2008 4:54 PM | Reply | Permalink
I don't know myself. The reports of the fundraising "problems" are probably as reasonable as the Wall Street Journal's report that he had "only" raised 30 million.
But I was surprised by how much money McCain raised in July, to tell you the truth. I still think Obama is going to have significantly more money than McCain to work with by late September. Whether that will be enough remains to be seen.
P.S. You have never struck me as the "hyperventiating" type at all.
September 9, 2008 5:15 PM | Reply | Permalink
Thanks, CT Voter. I miss seeing your tuxedo cat. :)
September 9, 2008 11:35 PM | Reply | Permalink
Isn't this where the vaunted Obama money machine should kick in with its own counter ads hitting McCain (as suggested above) on issues critical to these demographics?! Seems like an obvious counter attack there. Any sign it's in the works?
September 9, 2008 4:07 PM | Reply | Permalink
Obama needs to attack not counter-attack. He needs to put McCain on the defensive.
September 9, 2008 4:33 PM | Reply | Permalink
Getting spots on the Price is Right will certainly help McCain win the crucial sick child demographic.
September 9, 2008 4:09 PM | Reply | Permalink
LOL!
September 9, 2008 4:13 PM | Reply | Permalink
I'd think the audience for those shows would be interested to know that McCain wants to privatize social security.
Hope the Obama campaign counters the ad buys.
September 9, 2008 4:09 PM | Reply | Permalink
I've been doing my part to help Obama with his fundraising problem (doesn't it seem like this is ALWAYS the case). Only two more months.
September 9, 2008 4:11 PM | Reply | Permalink
I wanna know where the frick the Obama ads are. I live in New Hampshire and all I see are McCain ads. Everywhere! The same Celebrity ad aired twice during a Bones repeat last week. He's even running print stuff in the Manchester Union-Leader.
I donated about 80 dollars so far to Barack's campaign and I want to see results dammit!
September 9, 2008 4:16 PM | Reply | Permalink
That is strange. Where are the ads in N.H.? What are the latest polling figures? The older data I found makes it look pretty damn close.
September 9, 2008 6:43 PM | Reply | Permalink
Well, I do think some are underestimating the audience for these shows. Women and more women in middle America.
Yes they still watch these shows and those ads will be so filled with Palin. These people are not as stupid as we would like to or hope to think.
September 9, 2008 4:17 PM | Reply | Permalink
I don't think they're stupid at all. That's why Obama should run ads about McCain privatizing Social Security.
September 9, 2008 4:21 PM | Reply | Permalink
Sad to say - not feeling all that good about this election. She's not just Mooseknuckle Barbie anymore - she's Brassknuckles Barbie...
think it is time for Biden to creatively bow out and let Hillary step in to VP slot... unlikely to happen tho....
Obama campaign is floundering - there has not been anything substantial enough to stick...Obama's strategy is where????
My Mom is convinced about her stances... she heard at it the convention don't shya know! She isn't even paying attention anymore - she's made her choice - she's sold. She's the model of the average citizen (poor Mom).
Perhaps Sarah Palin is next on Abramhoff's list???
okay - now i'm rambling...
September 9, 2008 4:19 PM | Reply | Permalink
"Mom" also seems unaware of state polling.
Nor does she seem too concerned about Obama's money, ground, org, and voter registration games, none of which have been affected by John McCain since the primaries ended, and represent the forces that will get Obama elected.
And that's fine. "Mom" will simply join those who won't see it coming until it's far too late.
I would suggest converting the time spent hand-wringing into the same hard work of the People that got Obama this far in the first place.
Pax,
M.
September 9, 2008 4:27 PM | Reply | Permalink
500k won't buy him a pot to piss in on the national scale. Is he going to air one or two ads per week on each of the shows?
"Commercials during less-watched programs are more affordable, but the cost of those commercials may still run in excess of $100,000 per 30-seconds."
http://www.gaebler.com/Television-Advertising-Costs.htm
September 9, 2008 4:22 PM | Reply | Permalink
this seems to be given the info on how much the 500K will buy him to be a way to goad Obama into making a bigger buy or to run one ad for a very short time.
September 9, 2008 4:30 PM | Reply | Permalink
Who had the goods on McLame and Tony Perkins in the last thread?
I just googled around a bit = this whole thing is tied to Tim Fucking LeHaye's ultra under the radar group: the CNP (Council for National Policy, no less)
She was their candidate from the start.
McLame just knuckled under not to Perkins but the entire religious right movement.
and the End
September 9, 2008 4:35 PM | Reply | Permalink
The End Timers - the Rapture Idiots.
September 9, 2008 4:37 PM | Reply | Permalink
America's Mullahs chose Sarah Palin, and let god do the vetting.
America's Mullahs still dwell in an Age where they can no longer control the debate, and acting like they do is toxic (see King Bubbuh & Jane).
The price will be electoral suicide for McCain. Your average Jewish grandmother in FL is not going to be impressed by The Rapture.
September 9, 2008 4:46 PM | Reply | Permalink
America's Mullahs still dwell in an Age where they can no longer control the debate, and acting like they do is toxic (see King Bubbuh & Jane).
And this sentence makes no sense whatsoever. But you get the gist.
When facism comes to America, it will be bearing cross and wrapped in the flag. The era of the Crusade/Jihad must end.
September 9, 2008 4:51 PM | Reply | Permalink
No kidding.
Is there anything that man isn't willing to do to get what he wants?
I already knew he has no morals - no one with morals could have voted YES on torture and particularly one who knows torture first hand. That to me says everything you need to know about McLame.
But hell, this just adds to it - there's no conviction, no morals, no faith here - just power plays and bullshit.
Goddamn these people!
September 9, 2008 4:54 PM | Reply | Permalink
That's why I get so furious everytime some pundit says that McCain was a maverick for choosing Palin.
It wasn't "mavericky" it was cowardice.
September 9, 2008 4:49 PM | Reply | Permalink
...or an act of desperation that for some fucking reason may be working due to our idiotic populace.
September 9, 2008 6:48 PM | Reply | Permalink
I live in Colorado. Last night I saw 3 McCain ads in 3 hours in the evening. I am a night owl so I assume it was to hit the younger crowd. Not sure. But the ads are lame. I have probably seen one Obama ad for every 4 McCain ads but I don't watch a lot of television...
Obama's need to raise money and get some outside democratic 527 support has been announced! Huffpost had an article that said 'it might be too late' for an outside group to get the advertising together, not because of money but time... I think that is total BS I've seen ads pulled together in a matter of days in the past so I'm not buying that. Either they step up or they don't but don't make BS excuses!
I think there are a majority of states in play which is why McCain wants to go national. I also think if we play our cards right this election could be an electoral landslide for Obama and that's what I would like to see along with a clear win in the popular vote!
September 9, 2008 4:44 PM | Reply | Permalink
I was sort of worried, thinking maybe McCain was trying to overturn established rules of campaigning with something brilliant and innovative.
Then I saw the 500k figure. What a joke--Senate campaigns regularly spend around that on a typical ad buy in a single state. Does he intend to buy one commercial and think that'll sway voters?
(Answer: yes, he does. He expects the media to pick it up and spread the meme that he's on the offense, and replay the ad dozens of times on national news programs. That's the play, here.)
September 9, 2008 4:52 PM | Reply | Permalink
Next, Sarah Palin & Bristol & Levi on All My Children. Move over Susan Lucci, there's another power woman on the scene.
In today's episode, John McCain's twin brother, John 2000, fights with John 2008 over how he changed his principles.
September 9, 2008 4:53 PM | Reply | Permalink
Perfect place for McCain and Palin to be, if they want to waste their money. The audience for this daypart has been in a nose dive for years, and none of these shows (not even oprah!)has the commercial impact they once did. The core voter that I assume McCalin is hoping to reach is not really at home during the day any more, not to mention a whole new generation of younger women who have never really been exposed to soap operas.
This, like the Palin pick, is a total head scratcher, and seems to be a wrong-headed decision to try reach a demo that the campaign doesn't seem to understand.
September 9, 2008 4:54 PM | Reply | Permalink
Next, Sarah Palin & Bristol & Levi on All My Children. Move over Susan Lucci, there's another power woman on the scene.
In today's episode, John McCain's twin brother, John 2000, fights with John 2008 over how he changed his principles.
September 9, 2008 4:56 PM | Reply | Permalink
Calm down, people.
From the reports I've seen, Obama has a superior ground game, that makes Bush 2004 look like garage sale.
McStooge has to air ads because other than white evangelicals, he has no other true base. Older white americans watch more TV than anybody and many of them, unfortunately, want to constantly relive the past. Did any of you all see the delegates at the Republican convention. It looked like a country club for members born before World War II. That party is going to be in for a major shock within the next decade.
I am confident in saying that moderate republicans, particularly those here in Jersey are tepidly energized. Social conservatism does not fly in our pluralistic culture between Cape May Point and the Delaware Water Gap. Republicans in NJ, NY, MA, NH, MA, CT, RI, VT are becoming the way of the dinosaur.
September 9, 2008 5:01 PM | Reply | Permalink
I'll tell you one thing, I refuse to talk about Erik's poll post, above this one.
Not going there.
September 9, 2008 5:04 PM | Reply | Permalink
Let's see: Track, Trig, Bristol - is this a family or a rap group?
September 9, 2008 5:09 PM | Reply | Permalink
Let's see: Track, Trig, Bristol - is this a family or a rap group?
September 9, 2008 5:12 PM | Reply | Permalink
They all need matching outfits and some upbeat 70s show-tunery.
September 9, 2008 5:22 PM | Reply | Permalink
McCain's targeting low information voters. Those are the same people that got us Bush '04.
September 9, 2008 5:13 PM | Reply | Permalink
No it isn't and I could wring that son of a bitch's neck who wrote that fucking book. I'm sick of hearing about low information voters as if the entire fucking country is retarded.
No it isn't: Bush's approvals are evidence that retarded Americans are not in the majority. So was our big win in '06.
At any given time a certain small percentage of any population group is below average. But if the whole country was below average, I don't think we'd still be even in the shape we're in after these last disastrous 8 years.
Damn I'm sick of hearing about '04. Rove fucking stole that election in Ohio at approximately 9 PM CST. I saw it happen on TV.
September 9, 2008 5:27 PM | Reply | Permalink
Low information voters are people that don't take the time to find out the real facts. I don't mean retarded people when I say this. It is those people that look to FOX News to find out how they should think.
September 9, 2008 6:12 PM | Reply | Permalink
Low information voters are people that don't take the time to find out the real facts. I don't mean retarded people when I say this. It is those people that look to FOX News to find out how they should think.
September 9, 2008 6:12 PM | Reply | Permalink
elderly people and females. I.E. McCain and Palin.
PS. Who has time to watch ads and pay attention to commercials in the middle of the afternoon?
September 9, 2008 5:15 PM | Reply | Permalink
The evangelical vote via the ground game got us Bush. Ads work to a certain extent and then it becomes noise...too much saturation.
McCain is just now creating his narrative.
He's about as maverick as Big Bird in KFC.
But I do think that Obama needs to step it up. I think the "they think we're stupid" statement is actually true in many parts of the country...because "the stupids" gave us Bush for 8 years.
September 9, 2008 5:25 PM | Reply | Permalink
No it isn't and I could wring that son of a bitch's neck who wrote that fucking book. I'm sick of hearing about low information voters as if the entire fucking country is retarded.
No it isn't: Bush's approvals are evidence that retarded Americans are not in the majority. So was our big win in '06.
At any given time a certain small percentage of any population group is below average. But if the whole country was below average, I don't think we'd still be even in the shape we're in after these last disastrous 8 years.
Damn I'm sick of hearing about '04. Rove fucking stole that election in Ohio at approximately 9 PM CST. I saw it happen on TV.
September 9, 2008 5:30 PM | Reply | Permalink
So, SoapOperaSarah (SOS) generates a lot of $$$ - to pay for ads on Soap Operas
Fits!
September 9, 2008 5:34 PM | Reply | Permalink
Tena, how is this election not going to get stolen? The newly registered voters who will be going to Obama tend to be the most vulnerable to voting caging, etc.
September 9, 2008 5:41 PM | Reply | Permalink
O it isn't - the Illuminati and Skull and Bones will take care of it.
BECAUSE ROVE ISN'T WORKING FOR MCLAME. They hate each other and there's no love lost between Bush and McLame either, actually.
September 9, 2008 5:48 PM | Reply | Permalink
Don't mean to sound confused but if the Skull and Bones and Illuminati will "take care of it"...doesn't that mean another stolen election. Not that I don't want to win it, steal it, whatever it fucking takers to makes us the winner. You're just freaking me out.
September 9, 2008 6:59 PM | Reply | Permalink
That time slot has plenty of women who might be quite taken with Palin's pluck and mythology. It might do well to run an ad like I heard a couple of days ago on the radio in the DC/MD/VA area. It was pro-Obama and said McCain was going to take away a woman's right to have an abortion.
September 9, 2008 5:51 PM | Reply | Permalink
Obama already has ads on the national networks. I've seen two Obama's attack ads on the local-NY ABC network.
September 9, 2008 5:53 PM | Reply | Permalink
Obama already has ads on the national networks. I've seen two Obama's attack ads on the local-NY ABC network.
September 9, 2008 5:56 PM | Reply | Permalink
Jesus - McLame cannot afford Rove - do y'all think Karl did that shit for free, out of the goodness of his heart?
Hell no - he charges a lot of fucking money for stealing elections. McLame does not have that kind of money in his campaign chest.
September 9, 2008 6:20 PM | Reply | Permalink
Jesus - McLame cannot afford Rove - do y'all think Karl did that shit for free, out of the goodness of his heart?
Hell no - he charges a lot of fucking money for stealing elections. McLame does not have that kind of money in his campaign chest.
i do not know how much longer i can fight this server...
September 9, 2008 6:24 PM | Reply | Permalink
Don't ads run on the national networks have to go through a "Broadcast Standards & Practices" review for accuracy and truthfulness? I always thought that was why politicians steered clear of it: local television advertising isn't held to the same standard.
September 9, 2008 9:28 PM | Reply | Permalink
How much time does $500K convert into in daytime TV? Any idea.
September 9, 2008 10:54 PM | Reply | Permalink