Skip to comments.In some cases, Romney paid four times as much for TV ads as Obama
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.
It doesn’t seem to have been a well run campaign, and bad money management keeps popping up.
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.
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.
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?..
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.
Reddit.com has this floating around.
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.
“LOL.... I could be wrong, but Id 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.
Romney has been running for potus for 6 years , spent 3x as much as mccain, and look what we got?
What a freaking disaster.
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