Romney Campaign Announces $12 million Ad Buy Across 9 States

Not much going on out there in news-land (btw, anyone seen my trolls?  They disappeared again ….) so I thought I’d blog some ad spending.  With ~190 million cash-on-hand following the $170 million September fundraising cycle, the Romney campaign is unleashing one of its largest ad buys of the election. The math seems to be quite clear on Michigan and Pennsylvania: Mitt Romney may well win those states, but to do so he will have already cleared 270 electoral votes in one of the enumerated states below.  Therefore why spend money on states that don’t necessarily win the election for you but only increase your margin:

The Romney campaign, flush with cash from its impressive haul of $170 million last month, is reserving large quantities of airtime for the coming week. In one of his biggest ad buys of his campaign so far, Mitt Romney, the Republican nominee, has booked about $12 million worth of television advertising for a six-day rotation of commercials that will begin on Wednesday.

The ad buy — timed to start the day after the second presidential debate — will cover both cable and broadcast television in nine states: Colorado, Florida, Iowa, Nevada, New Hampshire, North Carolina, Ohio, Virginia and Wisconsin. The biggest amounts will be spent in Ohio (about $2 million), Virginia ($1.5 million) and Florida (more than $3 million).

The advertising onslaught coming from the Romney campaign only adds more political noise to the thoroughly saturated airwaves in battleground states. From now until Election Day, candidates and “super PACs” have set aside more than $83 million for advertising, all of it concentrated in 10 states. (Michigan is the one state where neither campaign is advertising, despite the efforts of a pro-Romney super PAC there.)

And the barrage of ads is only going to get heavier. The Romney campaign typically books its advertising time only a few days in advance because it is wary of tipping its hand to Democrats. But with so much money at its disposal — and a group of top advisers who have long said the election will be decided in the final days of the race — the campaign is certain to buy heavily over the next three weeks.

Commercial time in many states like Nevada, which is the epicenter of the 2012 political advertising binge, has been completely bought out on some programs. Las Vegas is the most saturated media market in the country, data from Kantar Media show. Cleveland is No. 2, followed by Denver, Reno and Columbus, Ohio, rounding out the top five.


  1. WillBest
    Posted October 16, 2012 at 7:18 pm | Permalink | Reply

    I think it would be a mistake not to drive hard money into PA. Candidate time is the most important thing. Collectively each candidate has 40 days. And if you can force Obama or Biden into showing up in PA for a day that is worth millions.

  2. TeaPartyPaul
    Posted October 16, 2012 at 7:25 pm | Permalink | Reply

    Well you have to remember “restore our Future” has been advertising in Michigan and Wisconsin for a while. They had a meeting with donors today outside of the Romney donor camp, with about 30 people donors. I’m sure Restore our Future will expand their buys into PA. We will see.

  3. Dennis
    Posted October 16, 2012 at 7:48 pm | Permalink | Reply

    You say: “The math seems to be quite clear on Michigan and Pennsylvania: Mitt Romney may well win those states, but to do so he will have already cleared 270 electoral votes in one of the enumerated states below..”

    I am not so sure of the logic. Ohio got saturated with anti-Romney ads early on — making it much harder to sell him now. But Pennsylvanians did not get that brainwashing. Moreover, seeing Romney in the first debate absent horns and cloven hooves makes it harder to slander him now. Late game direct targeted mailings could make the Romney case to enough PA voters to potentially tilt the state his way with minimum effort. I think it worth the effort as a great alternative maneuver in case Ohio proves intractable.

  4. Eric
    Posted October 16, 2012 at 8:17 pm | Permalink | Reply

    Biden is in Pennsylvania today.

    • William Jefferson
      Posted October 17, 2012 at 12:13 am | Permalink | Reply

      Right out of the box, Romney starts talking in the debate about a woman he met in PA.

  5. TeaPartyPaul
    Posted October 16, 2012 at 8:29 pm | Permalink | Reply

    GREAT POINT DENNIS! And Romney has outspent Obama BIG TIME on direct mailings.

  6. ed
    Posted October 16, 2012 at 9:15 pm | Permalink | Reply

    All this is sooo sweet. I supported Mitt Romney way back when it was not cool to do so. My major argument to those who favored a red meat standard bearer is that Mitt, unlike other GOP candidates, did not offer Obama a big target. Obama has never run against any opponent that did not offer him serious ethical weaknesses to target. That’s all Obama has. So now it has come to pass. You can run a ham sandwich up there right now and win.

  7. AussieMarcus
    Posted October 17, 2012 at 4:38 am | Permalink | Reply

    STILL spending money in NC??

    Does North Carolina TV go into rural Virginia or some other swing state? Cause it seems a huge waste of money to shore up what your opponent conceded a month ago.

    If it is “too much cash to know what to do with” then either carpet bomb Ohio or spend in PA and MI…

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