Matt Lewis
By the numbers: In some cases, Romney paid four times as much as Obama for ads
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.









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They didn’t even throw money at the GOTV effort… but, lots of well-paid consultants and staff said Romney was gonna win.
Fallon on November 19, 2012 at 8:47 PM
Don’t TV and radio stations have to sell campaign ads (if they accept them at all) at their best offered rate to all parties by law?
wildcat72 on November 19, 2012 at 8:50 PM
Seems that Obama is careful with money when the outcome matters to him, and then there is the massive overspending he embarks on with public funds.
sharrukin on November 19, 2012 at 8:50 PM
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.
Not sure how much of this can also be atributed to the early Obama ads that were used to fix Romneys image.
sharrukin on November 19, 2012 at 8:52 PM
Those were the same overpaid consultants touting Romneycare.. Money well spent if I do say so myself.//
melle1228 on November 19, 2012 at 8:54 PM
It couldn’t be that the media was more favorable to Obama could it?
Oh gee, heck no, what am I thinking….
Axion on November 19, 2012 at 8:56 PM
The problem is is the unpaid advertizing. The free bias the Democrats get at every turn in the media. Obama being untouchable by comics? Lenny Bruce is rolling over
Grunt on November 19, 2012 at 8:56 PM
Any serious imperfection in Mitt’s campaign is as a result of the Republican primary going on far too long. Mitt was up against a campaign of an incumbent president who not only had the full support of the media and entertainment industries, etc but whose campaign had been running for 5 years. Sarah Palin is to blame for prolonging the Republican primary in the selfish, egotistical, vain and idiotic hope that the GOP would pick her at a brokered convention.
Basilsbest on November 19, 2012 at 8:58 PM
Speaking as someone who doesn’t know anything about this subject, but just reading the words, it seems Obama took advantage of lower rates because he figured his ads wouldn’t be “preemptable” and Romney didn’t want to take that chance.
Now whether the meaning of “preemptable” means something different in TV/adspeak rather than literal… maybe someone could clear that up.
If my interpretation is correct, then it seems this was yet another “in kind” or “quiet benefit” that the liberals/Obama had over the Rs.
How much you want to bet that a Romney ad might have been “preempted” during a high viewing period if someone else with more $$ (or whatever the preempt criteria is) wandered by?
kim roy on November 19, 2012 at 8:58 PM
You were doing fine until you (facetiously?) laid the blame solely at Palin’s feet for the primary. It wasn’t just her, it was the entire righty media sphere. Limbaugh, Hannity, Beck, Levin, Erickson, Malkin, Ace, and the authors of this blog, all of whom were more than happy for the traffic and attention that would not have come if Romney had wrapped it up right at the outset. It was evident after the field had settled that nobody but Romney was equipped and funded to win – but that didn’t matter. With thirty thousand television debates, our party’s gadflies were itching for face time.
That said, Romney’s GOTV failures and organizational inferiority are on his head. Clearly, he was ill-served by his top advisors, many of whom the grassroots properly identified as useless in the first two months after Romney wrapped it up.
KingGold on November 19, 2012 at 9:03 PM
I doubt the facts are presented. I think it’s more plausible that the tv stations just give better rates to liberals that they support as a matter of course, and if the conservative asks for it, they’ll give it. I sincerely doubt Obama did more work.
WashingtonsWake on November 19, 2012 at 9:04 PM
That occurred to me as well but “preemptable” seems to suggest they would in fact be shown, and four times as many ads is still four times as many. Not sure what would be grounds for preempting them but it does seem to be wasteful of cash given how close it was.
sharrukin on November 19, 2012 at 9:05 PM
Sarah Palin…is there anything she can’t do? She must be Jewish or something.
sharrukin on November 19, 2012 at 9:07 PM
I made the argument that holding off on buying advertisements was going to leave Romney bad positioning and high prices, or both. Guess i was right about that.
He is the greatest CEO ever!
astonerii on November 19, 2012 at 9:15 PM
Even so, Romney couldn’t afford all the free ads that Obama got from the “news” departments of CBS, ABC, NBC, MSNBC, CNN et al.
Left Coast Right Mind on November 19, 2012 at 9:24 PM
Maybe Romney was paying for more than just ad space from the MSM.
FloatingRock on November 19, 2012 at 9:29 PM
The statement which I’ve bolded could not be more true, or more obvious. You and I – and a dozen others are the only ones on this site who understood that. And that doesn’t speak to our genius but to their idiocy.
As for Limbaugh, Hannity, Beck, Levin, Erickson, Malkin, Ace, and the authors of this blog, I’ve criticized each of them for their failure to absorb the obvious.
Basilsbest on November 19, 2012 at 9:29 PM
DING DING DING DING
You know everything!
/
blatantblue on November 19, 2012 at 9:30 PM
Romney could have made his case on Fox News for free and reach the largest television audience. Instead he kept flying around the country repeating the exact same lines over and over. I hope the GOP power brokers will let us have a candidate next time that could potentially win dog catcher.
trs on November 19, 2012 at 9:30 PM
It is just a simple fact that I said something about it a while back. That holding off on putting ads up, he was going to get screwed in price and time slots.
But everyone here was all agog about what an amazing business man he was. I guess he blew it and so too did the other people who who backed his poor decisions.
astonerii on November 19, 2012 at 9:32 PM
More than likely Team Obysmal knew that it had plenty of free campaign spots in the entertainment venues that Sparky preferred.
onlineanalyst on November 19, 2012 at 9:37 PM
You obviously don’t pay much attention. Brett Baier went after Romney like he was worse than a closet Muslim. BOR, who gave Obama a tongue bath, wanted Romney to come on so he could grill him and improve his (BOR’s) standing with the corrupt media.
Basilsbest on November 19, 2012 at 9:39 PM
What a load of crap. Was there supposed to be some Romney coronation? The primary process went on so long because Romney was too weak to put away New Gingrich and Rick Santorum, of all people. But it was the fault of the blogosphere and Paloin and assorted other right-wing baddies. Moderates and libs are so much alike. Someone else is always to blame for their failures.
ddrintn on November 19, 2012 at 10:05 PM
* Newt and Palin
ddrintn on November 19, 2012 at 10:05 PM
That’s hilarious, though. Do you people know how ridiculous you sound?
ddrintn on November 19, 2012 at 10:07 PM
hahahahaha!!! Steve Schmidt is that you?
james23 on November 19, 2012 at 10:07 PM
LOL…isn’t that good? I swear, squishes and libs are like clockwork.
ddrintn on November 19, 2012 at 10:09 PM
Or we can flip that around and say “the drawn-out Republican primary was due to the imperfections of Mitt Romney”.
ddrintn on November 19, 2012 at 10:11 PM
Having a hard time imagining how Romney would have been a better statist manager than Obama.
besser tot als rot on November 19, 2012 at 10:17 PM
I notice that when you quoted me you omitted the line about candidates milking the free-media debates for face time when they hadn’t a prayer of victory. So I’m guessing you agree.
I don’t know what you saw. But I saw nine months of picayune bullsh*t from six or seven candidates with little to no organization and pennies in their campaign funds, and Mitt Romney. And the righty media did not pick a candidate, they picked Not Romney. It didn’t matter whether it was zero-chance Gingrich or zero-chance Santorum, so long as they weren’t Romney, the righty media sang their praises. And conservative Super PACs directed their money accordingly.
Romney’s money was completely gone thanks to the primary, and he was legally restricted from spending ad money throughout the summer. That’s probably when he lost Ohio and Virginia, thanks to nonstop anti-Bain ads Obama was blanketing the state with.
It’s cute for you folk to think that Limbaugh and his like are charitable, altruistic folks who just want to advance conservatism, but that just ain’t the way it is. They’re businessmen and businesswomen. More primary means more listeners and readers, and more audience means more money. Simple as that.
KingGold on November 19, 2012 at 10:19 PM
Usually, people get better with more experience. Romney’s team started out awesome, but ended up being awful? How’s that?
besser tot als rot on November 19, 2012 at 10:19 PM
She will also be to blame in 2016 if you cultists don’t de-cult and get behind the nominee. A brokered convention followed by a 2 month campaign! Really. Good grief. You give new meaning to moronism.
Basilsbest on November 19, 2012 at 10:21 PM
As others have said, Obama bought preemtable time vs. Romney buying non-preemtable time. Here’s the difference.
Non-preemtable time: guaranteed to show the ad exactly when the buyer purchased it, i.e., Thursday 8:00pm. Barring emergency, the ad will air at that time.
Preemtable time: ad will be shown only after all the non-preemtable advertising that night. So if Obama bought time at Thursday 8:00pm and then several other buyers came in later and bought up non-preemtable time slots, that would bump the ad to a later time slot. Basically it’s a gamble that the ad won’t be pushed to something like 11pm where no one will see it.
AngusMc on November 19, 2012 at 10:22 PM
I saw Newt Gingrich taking it to Obama in the debates prior to Iowa; I saw Gingrich overtake Romney in the polls; I saw Team Romney and its surrogates then spend moolah on an anti-Newt carpet-bombing campaign before the Iowa caucuses.
ddrintn on November 19, 2012 at 10:23 PM
Because none of the candidates were good. Romney was probably the least flawed that actually got in (with the possible exception of Tim “the quitter” Pawlenty), but that didn’t make him someone that was well positioned to consolidate support quickly. My instinct is that he could have done it with an early repudiation of Romneycare, but that wasn’t the route he chose to take.
besser tot als rot on November 19, 2012 at 10:24 PM
Whew… Can you imagine how much more it would have cost someone who wasn’t the world’s best businessman, the worlds greatest financial manager!?!?!?!?!?
Oh well, it wasn’t HIS money, so why should HE care?
LegendHasIt on November 19, 2012 at 10:24 PM
Oh, give it up already. Romney had been running for president since at least 2006. If he hadn’t gotten then knack by 2011 he was never going to get it. And he didn’t.
ddrintn on November 19, 2012 at 10:25 PM
And, uh, no. Voters repeatedly picked NotRomney.
ddrintn on November 19, 2012 at 10:27 PM
You want everyone to get behind your preselected “nominee” when exactly? Is it already too late? Who, pray tell, have you taken it upon yourself to declare as the nominee for 2016?
besser tot als rot on November 19, 2012 at 10:27 PM
You saw what was plainly obvious and yet something the cultists refused to see. Your analysis, except for your gentle criticism of me, is superb.
I was a palinista until she endorsed Newt. I have been opposed to Palin since she, for selfish reasons, moronically proposed a brokered convention.
Basilsbest on November 19, 2012 at 10:28 PM
Which would pretty much prove that Palin is stronger than Romney. And yet he was the electable one. Who lost.
ddrintn on November 19, 2012 at 10:30 PM
Again, wrong.
Romney tied Rick Santorum in Iowa, won New Hampshire decisively, and came in second to Newt Gingrich in South Carolina, otherwise known as Gingrich territory. Following that, Romney won every major state on the primary docket; skillful delegate manipulation by Ron Paul backers got Paul some delegates, but that’s not the will of the voters.
Now, it is true that Romney did not lead the polling all the way through. But that means what? That other candidates got better right-media coverage than he did, and came up short when it was time for people to actually cast their votes.
KingGold on November 19, 2012 at 10:34 PM
And we saw time and again that this was how Romney won. I repeatedly pointed out that it was unlikely going to go that way for Romney in the general, however, because Obama would at least have comparable funds. In fact, I thought Obama would do to Romney what he’d been doing to his GOP rivals. And that’s exactly what happened. It worked in the general for Obama, just as it had worked in the primaries for Romney. Romney had all that money in the primaries to make a positive case for himself, but instead chose scorched earth against his fellow Republicans. And now we hear the early Romney supporters whining that he didn’t have the money to make a positive case for himself? The irony is bitter.
besser tot als rot on November 19, 2012 at 10:35 PM
I wanted the party to get behind the only contender with a prayer. A nominee running against an incumbent president with Obama’s advantages needed at least 10 months – and the full support of his party. Those who support Palin after her brain dead call for a brokered convention have no clue. You can’t organize a campaign in 2 months.
Basilsbest on November 19, 2012 at 10:36 PM
I’ll have to take your word for it that such people exist and isn’t an Obama-style strawman. If that’s what people thought, I agree that’d be untenable. And after this whole Orca fiasco, I think that fact is more clear than ever.
besser tot als rot on November 19, 2012 at 10:42 PM
You can’t get elected if you don’t run, moron. Palin’s fantasy that the party would pick her at a brokered convention was revealing. My rejection of Palin proves that when someone proposes a brain dead course of action I can no longer support that person.
Basilsbest on November 19, 2012 at 10:43 PM
So why b1tch about the long primary then, since Romney had it in the bag?
ddrintn on November 19, 2012 at 10:43 PM
Oh, that was only YOUR fantasy. Her idea (and that of others) was to put the brakes on this unelectable squish who was being rammed down our throats.
ddrintn on November 19, 2012 at 10:44 PM
Let me ask you a simple question.
Let’s go on the assumption that Romney’s main rivals had the organization and fundraising ability to compete with Barack Obama in an election to become President of the United States.
Why didn’t they counter Romney’s ads with ads of their own? Because under the assumption, they would have had money and a campaign structure, right?
KingGold on November 19, 2012 at 10:45 PM
Something about paying four times as much for something makes me think of my taxes for some reason …
besser tot als rot on November 19, 2012 at 10:45 PM
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