Free Republic
Browse · Search
News/Activism
Topics · Post Article

Skip to comments.

In some cases, Romney paid four times as much for TV ads as Obama
Daily Caller ^ | 11/19/2012 | Matt K. Lewis

Posted on 11/19/2012 7:42:26 PM PST by SeekAndFind

Mitt Romney didn't just pay too much in taxes. As Politico reported last month, he paid too much for his TV ads, too.

(The following graphic represents early September media buys in Columbus, Ohio. It was provided to TheDC by a national media buyer with extensive background buying in America's most competitive state, and is representative of other examples we have seen):

The cost differential is attributable to the fact that Team Obama bought "preemptable" or or "lowest unit rate" ads --- while Team Romney paid for "fixed," non-preemptable rates.

"Obama could deliver 1,000 points for a fourth as much as Romney," said one source.

So why didn't Team Romney negotiate better rates? Since spots are typically not bumped in early September, the notion of reserving non-preemptable ads --- in order to guarantee they would air --- seems implausible.

According to our source, Team Obama simply did the “due diligence to find where the lowest unit rate was,” a tedious process which “takes manpower.”

Conversely, it appears Team Romney simply didn’t want bother with the hassle. So they threw money at the problem — and walked away.

This, no doubt, saved a lot of time and energy. But it also cost a lot of money.


TOPICS: Culture/Society; News/Current Events; Politics/Elections
KEYWORDS: adrates; ads; campaign; nonpreemptable; obama; preemptable; romney

1 posted on 11/19/2012 7:42:35 PM PST by SeekAndFind
[ Post Reply | Private Reply | View Replies]

To: SeekAndFind

It’s too bad Zero doesn’t spend our money as wisely.


2 posted on 11/19/2012 7:44:51 PM PST by ModelBreaker
[ Post Reply | Private Reply | To 1 | View Replies]

To: SeekAndFind

Doesn’t some of this have to do with timing of the buys? Obama campaign bought months ago. Romney could not spend money until officially nominated. Not certain of this, but I thought I read somewhere.


3 posted on 11/19/2012 7:45:06 PM PST by ilgipper (Obama supporters are comprised of the uninformed & the ill-informed)
[ Post Reply | Private Reply | To 1 | View Replies]

To: SeekAndFind

perhaps the liberal media simply didn’t offer him good rate.


4 posted on 11/19/2012 7:46:30 PM PST by granada
[ Post Reply | Private Reply | To 1 | View Replies]

To: SeekAndFind

“Team Romney paid for “fixed,” non-preemptable”

How many of the media outlets would have found an ‘excuse’ to pre-empt romney ads while leaving the marxist messiah’s ads alone?


5 posted on 11/19/2012 7:49:49 PM PST by dynachrome ("Our forefathers didn't bury their guns. They buried those that tried to take them.")
[ Post Reply | Private Reply | To 1 | View Replies]

To: dynachrome
How many of the media outlets would have found an ‘excuse’ to pre-empt romney ads while leaving the marxist messiah’s ads alone?

In Columbus, the Romney team should have bought time on the ABC, CW and Fox affiliates. All three of those stations are owned by Sinclair, a media company friendly to the Conservative cause.

6 posted on 11/19/2012 7:58:23 PM PST by re_nortex (DP...that's what I like about Texas.)
[ Post Reply | Private Reply | To 5 | View Replies]

To: ilgipper

Couldn’t the RNC have bought the spots ahead of time to save money?


7 posted on 11/19/2012 8:00:11 PM PST by Ken522
[ Post Reply | Private Reply | To 3 | View Replies]

To: granada

the SCM is finding all these little criticisms of the Romney campaing, why he “lost”....but the fact is and I’m convinced, that the rats stole another election, enough said...


8 posted on 11/19/2012 8:01:12 PM PST by cherry
[ Post Reply | Private Reply | To 4 | View Replies]

To: SeekAndFind

Interesting and THIS is the moron we wanted to fix the US financially?..

Lends proof that he took a “DIVE”..
but he did have good hair..


9 posted on 11/19/2012 8:06:21 PM PST by hosepipe (This propaganda has been edited to include some fully orbed hyperbole..)
[ Post Reply | Private Reply | To 1 | View Replies]

To: granada
perhaps the liberal media simply didn’t offer him good rate.

It doesn't work that way; they have to offer the same (lowest) rates to all political candidates. I know this firsthand; I have placed buys for some state legislative campaigns during the last three cycles. And the article is correct - buying non-preemptible time in September is ridiculous.

10 posted on 11/19/2012 8:10:27 PM PST by xjcsa (Ridiculing the ridiculous since the day I was born.)
[ Post Reply | Private Reply | To 4 | View Replies]

To: SeekAndFind

But mitt is a great businessman!!!!! /s


11 posted on 11/19/2012 8:21:56 PM PST by aMorePerfectUnion (Gone rogue, gone Galt, gone international. Gone.)
[ Post Reply | Private Reply | To 1 | View Replies]

To: hosepipe
amen
which repubs have the courage stand up?
12 posted on 11/19/2012 8:30:59 PM PST by paythefiddler (redefeat communism)
[ Post Reply | Private Reply | To 9 | View Replies]

Comment #13 Removed by Moderator

To: aMorePerfectUnion

LOL.... I could be wrong, but I’d be willing to bet that his hundreds of millions is bigger than your hundreds of millions.


14 posted on 11/19/2012 8:35:26 PM PST by Gator113 (WHO gave the order to NOT rescue our men in Benghazi?)
[ Post Reply | Private Reply | To 11 | View Replies]

To: SeekAndFind

Campaign consultants for media buys get a 15% fee for the TV buys. They weren’t interested in being economical.


15 posted on 11/19/2012 8:37:01 PM PST by oldbill
[ Post Reply | Private Reply | To 1 | View Replies]

To: SeekAndFind

The whole election was a waste of money, it was sealed in fate that Obama would win, why bother to send a donation?

Why bother to vote?

Elections are a farce now.


16 posted on 11/19/2012 8:53:23 PM PST by Eye of Unk (Cicil War in America is here, its already been declared.)
[ Post Reply | Private Reply | To 1 | View Replies]

To: SeekAndFind

The greater ad cost also generated higher commissions for Romney’s media team.


17 posted on 11/19/2012 9:04:04 PM PST by Rockingham
[ Post Reply | Private Reply | To 1 | View Replies]

To: SeekAndFind; ding_dong_daddy_from_dumas; stephenjohnbanker; DoughtyOne; Gilbo_3; NFHale; Impy; ...
RE :”The cost differential is attributable to the fact that Team Obama bought “preemptable” or or “lowest unit rate” ads -— while Team Romney paid for “fixed,” non-preemptable rates.
“Obama could deliver 1,000 points for a fourth as much as Romney,” said one source.
So why didn't Team Romney negotiate better rates? Since spots are typically not bumped in early September, the notion of reserving non-preemptable ads -— in order to guarantee they would air -— seems implausible.
According to our source, Team Obama simply did the “due diligence to find where the lowest unit rate was,” a tedious process which “takes manpower.”
Conversely, it appears Team Romney simply didn’t want bother with the hassle. So they threw money at the problem — and walked away.”

More Romney/RNC campaign incompetence.

Add this to the RNC paying Strategic Allied Consulting to sign up Republican voter registrations and in September having to fire them for generating phony registrations of non-existent voters who would of-course never vote at all because they didn't exist.

A key difference between Republicans and Democrats is Democrats go out to win while Republicans tell themselves that they are winning instead. Like Rush kept saying, the polls are all wrong because they over-sample D voters.

18 posted on 11/19/2012 9:05:23 PM PST by sickoflibs (How long before cry-Bohner caves to O again? They took the House for what?)
[ Post Reply | Private Reply | To 1 | View Replies]

To: SeekAndFind
I'm not sure it's productive to keep bashing Romney. As many of us expected, he lost and has left the stage, never to return. He's with Dukakis, Dole, Gore and Kerry now.

So, he spent too much for commercials. So, he ran a crummy convention. So, his ground game stunk.

Why beat a dead horse?

19 posted on 11/19/2012 9:06:10 PM PST by Tau Food (Never give a sword to a man who can't dance.)
[ Post Reply | Private Reply | To 1 | View Replies]

To: SeekAndFind

Another great post!


20 posted on 11/19/2012 9:06:10 PM PST by sickoflibs (How long before cry-Bohner caves to O again? They took the House for what?)
[ Post Reply | Private Reply | To 1 | View Replies]

To: SeekAndFind

It doesn’t seem to have been a well run campaign, and bad money management keeps popping up.


21 posted on 11/19/2012 9:06:35 PM PST by ansel12 (The only Senate seat GOP pick up was the Palin endorsed Deb Fischer’s successful run in Nebraska)
[ Post Reply | Private Reply | To 1 | View Replies]

To: xjcsa
And the article is correct - buying non-preemptible time in September is ridiculous.

I too am familiar with media buying and the lowest unit rate rule for political advertising. You are correct, of course.

Bending the topic a tad, the chart indicates the dominance of WBNS over WCMH is rather remarkable. If the rates reflect the Nielsens number, channel 10 must have a substantial viewership advantage over channel 4 in that market.

22 posted on 11/19/2012 9:16:16 PM PST by re_nortex (DP...that's what I like about Texas.)
[ Post Reply | Private Reply | To 10 | View Replies]

To: ilgipper

That would seem to only be the case if the Romney team had to actually pay for the spots ahead of airing. I don’t know, but that doesn’t seem to me to be probable.


23 posted on 11/19/2012 9:25:28 PM PST by 9YearLurker
[ Post Reply | Private Reply | To 3 | View Replies]

To: SeekAndFind

I smell skunk.. too many things don’t add up..
Theres serious malfeasance afoote’...
This election was too much like a Road runner cartoon..

Wonder if Romney sold his shares of Acme Safes, Explosives and Piano’s?..


24 posted on 11/19/2012 10:07:51 PM PST by hosepipe (This propaganda has been edited to include some fully orbed hyperbole..)
[ Post Reply | Private Reply | To 1 | View Replies]

To: SeekAndFind
Team Obama simply did the “due diligence to find where the lowest unit rate was,” a tedious process which “takes manpower.”

I expect it wouldn't take a much manpower for the Obama team since the media machine would naturally be bias in his favor. They probably had information flowing very freely to them.

25 posted on 11/19/2012 10:30:34 PM PST by newzjunkey
[ Post Reply | Private Reply | To 1 | View Replies]

To: SeekAndFind

Reddit.com has this floating around.

http://www.reddit.com/r/pics/comments/13hs4e/mitt_romney_at_my_local_gas_station_he_looks/

http://qoou.net/images/2012/11/20/0Elx.jpg


26 posted on 11/20/2012 12:18:23 AM PST by Orange1998 (Please DO NOT PRESS CTRL W)
[ Post Reply | Private Reply | To 1 | View Replies]

To: Ken522

I don’t know. It seems like that would be possible. I can’t recall the article, but it was built in to the incumbent advantages. Seems to me like Obama would have the same challenges he was no more an official nominee before the convention than Romney was. I would think someone, either in the RNC or the campaign organization could have made early ad spends, too.


27 posted on 11/20/2012 8:21:32 AM PST by ilgipper (Obama supporters are comprised of the uninformed & the ill-informed)
[ Post Reply | Private Reply | To 7 | View Replies]

To: Gator113

“LOL.... I could be wrong, but I’d be willing to bet that his hundreds of millions is bigger than your hundreds of millions.”

Obviously, he treasures his “hundreds of millions”, since he squandered so much money donated to him, instead of using his own money...

Never forget, it was RINOmney the businessman who chose every stinking RINO consultant, and accepted their RINO campaign strategies... because he himself is the King of RINOs.

For the record, I not only know how to buy advertising at a discount, I’ve done it. The King or RINOs either doesn’t, or didn’t care how the contributions were spent.

Glad to be rid of him.


28 posted on 11/20/2012 8:26:44 AM PST by aMorePerfectUnion (Gone rogue, gone Galt, gone international. Gone.)
[ Post Reply | Private Reply | To 14 | View Replies]

To: SeekAndFind

Romney has been running for potus for 6 years , spent 3x as much as mccain, and look what we got?

What a freaking disaster.

ORCA!


29 posted on 11/20/2012 7:48:19 PM PST by GlockThe Vote (The Obama Adminstration: 2nd wave of attacks on America after 9/11)
[ Post Reply | Private Reply | To 1 | View Replies]

Disclaimer: Opinions posted on Free Republic are those of the individual posters and do not necessarily represent the opinion of Free Republic or its management. All materials posted herein are protected by copyright law and the exemption for fair use of copyrighted works.

Free Republic
Browse · Search
News/Activism
Topics · Post Article

FreeRepublic, LLC, PO BOX 9771, FRESNO, CA 93794
FreeRepublic.com is powered by software copyright 2000-2008 John Robinson