Subscribe to Money Magazine
CNN/MoneyWeb
News > Jobs & Economy
graphic

White House race: Reno cashes in
In the home stretch, which select cities are drawing the most ad dollars?
October 12, 2004: 3:02 PM EDT
By Krysten Crawford, CNN/Money staff writer

NEW YORK (CNN/Money) - Had enough of presidential politics yet?

For weary voters who also happen to be couch potatoes, here are two options: steer clear of Santa Fe, or head to Hollywood.

Flush campaign coffers are fueling an advertising binge. "We're seeing an arms race," said Joel Rivlin, the deputy director of the University of Wisconsin Advertising Project, which analyzes campaign spending.

The spending is notable not just for its record-breaking levels but also for what the the outlays communicate about each candidate's strategy for grabbing electoral votes.

Cities like Reno, Nev. and Albuquerque-Santa Fe, N.M. are inundated with presidential campaign ads these days. Others, like Los Angeles and Boston, are all but ignored. In fact, of the top 10 U.S. media markets, only two -- Philadelphia and Detroit -- are seeing notable levels of advertising.

There has also been, according to Rivlin, an unprecedented concentration and last-minute shifting of ad dollars as the race narrows in some markets and becomes a foregone conclusion in others.

Where political pundits once expected as many as 20 states to be competitive battlegrounds, ad spending shows that the field has since been cut in half. On Tuesday, the Wisconsin Advertising Project identified 10 states that both campaigns now consider to be the final front.

Led by Ohio and Florida, the list also includes Colorado, Michigan, Nevada and Pennsylvania. But Missouri, Oregon and New Hampshire are among the original battleground states that -- based on their relatively low advertising buys -- campaign strategists no longer think will decide the election.

"The campaigns can bluff a good game and say a state is in play when that state really isn't in play," said Rivlin. "These advertising dollar decisions tell us what they're really thinking."

Stratospheric spending

Overall, the 2004 presidential election is by far the most expensive in history. Already groups supporting the two candidates have shelled out in the last seven months more than $400 million to plug their picks on the airwaves, according to TNS Media Intelligence/Campaign Media Analysis Group (TNSMI/cmag), which tracks political ad buys.

Kerry and his supporters, which include the Democrat National Committee and various independent groups, is by far the biggest spender, having spent almost $264 million as of last week, according to TNSMI/cmag.

The Bush camp, on the other hand, has spent nearly $153 million.

Except for the more than $13 million spent on cable spots, the bulk of the ad dollars from both teams has been spent in local markets. The era of the national ad had already ended by the 2000 election.

What's happening three weeks before Election Day, said Rivlin, is that one campaign is increasing its advertising in one market and the other rushes to match or exceed the increase.

"Then the other side keeps upping the ante," said Rivlin.

Evan Tracey, the chief operating officer of TNSMI/cmag, expects that number to reach half a billion dollars come the Nov. 2 election. By way of comparison, advertising in the matchup four years ago between Bush and Al Gore came to roughly $200 million.

Given that political advertising sways no more than an estimated five percent of voters, that's a lot of money. But given how tight the race is, neither campaign is holding back.

Different approaches

There are some key differences in advertising strategies deployed by the Bush and Kerry camps.

Bush, for example, has spent more than $11 million on cable advertising, compared to the nearly $2 million spent by Kerry, according to TNSMI/cmag. While Kerry has opted for cable news channels, Bush has gone after lifestyle networks like the History Channel, The Golf Channel, and The Learning Channel, said Tracey.

YOUR E-MAIL ALERTS
Politics
Albuquerque (New Mexico)
Advertising
Nevada

When it comes to the broadcast networks, both Bush and Kerry have stuck to old formulas and advertised heavily on daytime talk shows, public affairs programming, and soap operas, where rates are considerably cheaper than at night. Both have also aired ads on Hispanic channels.

Primetime is where viewers are seeing some variation. Tracey said voters are more likely to see pro-Bush ads on shows that have larger male audiences, such as "Law & Order" and "America's Most Wanted."

Kerry and his supporters, on the other hand, have bought spots on The WB and UPN, both of which draw younger audiences.

Kerry has also cut spots that tailored to specific markets like Philadelphia. On the other hand, "what Bush is running in Ohio, he's also running in Florida and in New Mexico," said Tracey.  Top of page




  More on NEWS
JPMorgan dramatically slashes Tesla's stock price forecast
Greece is finally done with its epic bailout binge
Europe is preparing another crackdown on Big Tech
  TODAY'S TOP STORIES
7 things to know before the bell
SoftBank and Toyota want driverless cars to change the world
Aston Martin falls 5% in its London IPO




graphic graphic

Most stock quote data provided by BATS. Market indices are shown in real time, except for the DJIA, which is delayed by two minutes. All times are ET. Disclaimer. Morningstar: © 2018 Morningstar, Inc. All Rights Reserved. Factset: FactSet Research Systems Inc. 2018. All rights reserved. Chicago Mercantile Association: Certain market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. Dow Jones: The Dow Jones branded indices are proprietary to and are calculated, distributed and marketed by DJI Opco, a subsidiary of S&P Dow Jones Indices LLC and have been licensed for use to S&P Opco, LLC and CNN. Standard & Poor's and S&P are registered trademarks of Standard & Poor's Financial Services LLC and Dow Jones is a registered trademark of Dow Jones Trademark Holdings LLC. All content of the Dow Jones branded indices © S&P Dow Jones Indices LLC 2018 and/or its affiliates.

Most stock quote data provided by BATS. Market indices are shown in real time, except for the DJIA, which is delayed by two minutes. All times are ET. Disclaimer. Morningstar: © 2018 Morningstar, Inc. All Rights Reserved. Factset: FactSet Research Systems Inc. 2018. All rights reserved. Chicago Mercantile Association: Certain market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. Dow Jones: The Dow Jones branded indices are proprietary to and are calculated, distributed and marketed by DJI Opco, a subsidiary of S&P Dow Jones Indices LLC and have been licensed for use to S&P Opco, LLC and CNN. Standard & Poor's and S&P are registered trademarks of Standard & Poor's Financial Services LLC and Dow Jones is a registered trademark of Dow Jones Trademark Holdings LLC. All content of the Dow Jones branded indices © S&P Dow Jones Indices LLC 2018 and/or its affiliates.