Team Romney’s TV strategies criticized in election postmortems
A nonpartisan research firm presented data showing that President Obama had far outperformed Mitt Romney in managing the largest single expenditure of the campaign: television advertising.
Romney’s spending decisions on advertising look like “campaign malpractice,” said one person who had reviewed the newly circulated data.
Obama and his allies spent less on advertising than Romney and his allies but got far more — in the number of ads broadcast, in visibility in key markets and in targeting critical demographic groups, such as the working class and younger voters in swing states. As the presidential race entered its final, furious phase, for example, millions of college football fans tuning in to televised games saw repeated ads for Obama but relatively few from the Romney campaign.
All told, from June through Election Day, the Obama campaign and its allies aired about 50,000 more ads than Romney and his allies, according to the research firm’s data.