Romney thinking of running 30-minute “closing argument” ad in battleground states?

posted at 6:41 pm on October 23, 2012 by Allahpundit

An intriguing pair of tweets from a Fox News producer given the sourcing. Sounds like they are, or were, thinking about doing this, but maybe are debating whether the home-stretch budget will allow it.

Obama’s running a 30-minute ad this week too, in the guise of a half-hour MTV interview to air this Friday. The network’s also invited Romney but it’s O whose chances depend upon turning out young voters. Awfully nice of Viacom to give him a pipeline right before the election.

I’m debating with myself over whether it’s a smart use of dwindling campaign funds for Team Romney to pop for a half-hour spot. Con: If Mitt starts to see real movement in Pennsylvania or Wisconsin, he might wish the millions earmarked for the ad had been available for organizational purpose. Pro: Thirty-second ads probably aren’t moving many votes at this point so you’re better off doing something splashy to grab eyeballs. No one will sit through half an hour of Romney at a whiteboard explaining the deficit but they might watch something that incorporates biography and personal detail. After all, one of the strongest aftershocks of Romney’s Denver debate performance was the rise in his favorable rating; people like him more than they used to, and many are no doubt curious to better know the man who might be the next president. Check out the spot from Crossroads below as a starting point. If you believe that women respond to soft-focus ads like this more than men do, then here’s one way to chip a point or two off of the gender gap.

Obama ran a 30-minute ad too in the last few days of the 2008 campaign, incidentally. Victory was all but assured at that point, but he still managed to crack a 20 rating in markets where it ran. Part of that may have been due to curiosity about his historic candidacy, so Romney likely wouldn’t draw as many viewers. But then, he doesn’t have to. The race is tight enough that even a one-point move in the polls could be decisive.


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Comment pages: 1 2

Pro: Thirty-second ads probably aren’t moving many votes at this point so you’re better off doing something splashy to grab eyeballs.

The typical 30 sec ad with the smarmy voice over telling you confidentially why you should/shouldn’t vote for someone has lost impact

No one will sit through half an hour of Romney at a whiteboard explaining the deficit

or anyone else doing the same thing

but they might watch something that incorporates biography and personal detail.

If you could pull all the politics out of it, maybe. I watched the Palin reality show. If Romney did a show hanging out with Clint Eastwood, and no one else, while they talked shop, I would watch, but not if it came out of an ad agency

I would still run 30 second last minute flash ads in my state, Michigan, not for Romney but against Stabenow, who has created the longest running ad line on tv about her fight against the GOP to rescue Medicare. GOP wasted too much money running a clip of Stabenow saying the opposite. What looks like a smart idea, was not connecting except with precinct captains.

They need a voice stating Stabenow has told the following lies, then ask them why she supports Obamacare which is taking X billion from Medicare. Keep her opponent out of the ad. Use a natl pac to take credit for the ad. Show a short of Romney reiterating the Medicare robbery, and another short clip of Romney explaining the jobs can come back if we use his plan. Throw in a Hoekstra promo only in the credits to tie it all to Stabenow. Got to hit Stabenow, to help Romney. Romney needs to bail himself out of the poor Hoekstra presentation which appeared half hearted

But then its my state and I still has hopes. Would have to be up against the wire to be effective

entagor on October 23, 2012 at 8:15 PM

Do not endorse either World Series Team. It will divide America if you do.

KirknBurker on October 23, 2012 at 8:13 PM

World Series? Detroit vs. San Francisco? Yo! Fabulous! It’s a Million Man March to a Gay Wedding.

/racist and homophobic

M240H on October 23, 2012 at 8:21 PM

Except for late-night insomniacs and daytime shopaholics, today’s viewers have no attention span for 30-minute infomercials. Better to put the cash into as many 30-second spots as possible.

bgoldman on October 23, 2012 at 8:25 PM

i just want it to end…. please!!!!! i convert!

nathor on October 23, 2012 at 8:44 PM

What might work is the Romney bio video that everyone loved at the convention and no one saw…Darn you Romney for giving me grey hairs.. Loved the Red Debate but could have lived without September. Also, not sure why Ryan isn’t doing some soft media, something like Leno or Live with Kelly. I know that they’re going for the grown up edit, but I do think that was passed in the debate and his personality is so appealing.

Illinidiva on October 23, 2012 at 8:45 PM

Re: Allred…

Alternate theory:

- She knows there’s nothing in the court records that could damage Romney. (It’s something innocuous like character testimony on behalf of a juvenile offender whose records are sealed.)

- She knows the courts won’t unseal the records.

- She gins up a bunch of interest, and then dramatically fails to get the records unsealed — leaving the insinuation that there’s something sinister that Romney’s trying to hide.

ClintACK on October 23, 2012 at 8:51 PM

Re: last minute ad push…

A bunch of the stories about Romney from the convention, from the people who have known him and the people he’s helped, would make great short spots (1 minute ads?). Just random stories from his life and career that demonstrate his caring and his competence.

But, then again, he’s run a masterful campaign so far. Who am I to second guess. If he thinks a 30-minute ad buy will put him over the top in a swing state or two, I’m sure he’s right.

ClintACK on October 23, 2012 at 8:53 PM

That video causes tears.

Man it’s dusty in here.

portlandon on October 23, 2012 at 6:45 PM

..you too, Don?

The War Planner on October 23, 2012 at 8:54 PM

Except for late-night insomniacs and daytime shopaholics, today’s viewers have no attention span for 30-minute infomercials. Better to put the cash into as many 30-second spots as possible.

bgoldman on October 23, 2012 at 8:25 PM

..I’m thinking that he’s probably got world-class internals and a pile of dough or he’s yanking The Grouchy Crapsack™’s chain. You’ll know for certain if he does the ad buy and it’s hosted by the Sham-Wow dude!

The War Planner on October 23, 2012 at 8:58 PM

What a brilliant idea. Something the corrupt media can’t skew.

RdLake on October 24, 2012 at 3:32 PM

Comment pages: 1 2