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’s too bad Zero doesn’t spend our money as wisely.
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.
perhaps the liberal media simply didn’t offer him good rate.
“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?
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.
Couldn’t the RNC have bought the spots ahead of time to save money?
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...
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..
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.
But mitt is a great businessman!!!!! /s
LOL.... I could be wrong, but I’d be willing to bet that his hundreds of millions is bigger than your hundreds of millions.
Campaign consultants for media buys get a 15% fee for the TV buys. They weren’t interested in being economical.
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.
The greater ad cost also generated higher commissions for Romney’s media team.
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.
So, he spent too much for commercials. So, he ran a crummy convention. So, his ground game stunk.
Why beat a dead horse?
Another great post!
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.