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.