McCain Tops Obama's Olympic Ad Buy

by rayj, Tue Aug 05, 2008 at 07:50:09 AM EDT

Remember all the news that Obama made last week by purchasing $5 million worth of national airtime during the Olympics? It was the most significant national ad buy in 16 years. It was supposed to show off Obama's financial prowess (despite the fact that McCain and the RNC have a $21 million CoH advantage).

Well, John McCain just announced that his campaign is topping that buy with a $6 million purchase of his own:

Sen. John McCain's presidential campaign is buying into NBC Universal's Olympics coverage.
The McCain campaign made a last-minute $6 million ad buy, which tops the $5 million Sen. Barack Obama's campaign had announced last month it was buying during the Olympic Games, which begin Aug. 8.
Like the Obama team's ad buy, the McCain campaign's purchase includes network and cable spots. NBC Universal is airing 3,600 hours of Olympics coverage on its broadcast network and cable networks including NBC, CNBC, MSNBC, USA Network, Oxygen and Telemundo
The latest media outlays of both presidential campaigns are the first substantial buys of network TV by any presidential candidate in 12 years, though Rudy Giuliani's campaign had two smaller national buys on Fox News Sunday broadcasts earlier this year.
In recent years presidential candidates have targeted their advertising to battleground states, with some cable as their only national advertising.

Clearly, McCain is not willing to give an inch here. Anyone think that this will make the Obama campaign increase their purchase?

Tags: Barack Obama, John McCain (all tags)

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Diary is a

Gold medal contender in the "Oh, No!" event.

by QTG 2008-08-05 07:53AM | 0 recs

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Re: Diary is a

Keep that head in the sand, buddy. It's the quickest way to defeat in November.

by miker2008 2008-08-05 09:32AM | 0 recs

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Re: McCain Tops Obama's Olympic Ad Buy

I don't know if Obama will increase his ad buy, but if McCain puts out that autobiography ad...that is a tough one to beat from an image standpoint.

by Liberty 2008-08-05 07:56AM | 0 recs

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Re: McCain Tops Obama's Olympic Ad Buy

Ok here's my take on the buy. It's late in the game.

In the world of mega event ad buys you want to buy early where you can get the most bang for your buck in time slots and weight.

The later the buy the more you are left with what's left. And your price for each spot may have gone up as well. Supply and demand.

The analogy would be the Super Bowl, don't buy early and you are paying dear for fourth quarter. Which leaves hoping for a close game.

So sure McCain is now going to have ads in the Olympics, but where and when? Polo? Fencing?

Good news McCain is spending money he can ill afford on what maybe less effectual.

by jsfox 2008-08-05 08:01AM | 0 recs

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Re: McCain Tops Obama's Olympic Ad Buy

hey polo and fencing are my favorite sports!!! jk lol

by sepulvedaj3 2008-08-05 09:25AM | 0 recs

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Re: McCain Tops Obama's Olympic Ad Buy

"In the world of mega event ad buys you want to buy early where you can get the most bang for your buck in time slots and weight."

Maybe so. But given Obama's tin ear when it comes to the American people, he probably bought soccer (hey, Europeans love it!) and Equestrian (rich white donors ... who are, btw, not at all bitter ... really go for that one).

Meanwhile he will eschew basketball and track & field, two sports in which Africans excel (but he doesn't need them any more) and two sports that everyone -- black white blue and purple -- adores.

by miker2008 2008-08-05 09:42AM | 0 recs

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Re: McCain Tops Obama's Olympic Ad Buy

Given McCain's tin ear when it comes to the American people, maybe he'll go for the closing ceremonies.

by Its All So Goofy 2008-08-05 10:10AM | 0 recs

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Re: McCain Tops Obama's Olympic Ad Buy

You buy TV time for reach - highest numbers of households per thousand dollars spent.

What will matter is what day parts the campaign bought. If he bought all prime he gets lots of reach but lower frequency. Translation prime time gives you more households, but because of cost you cannot hit them with as many messages.

On average a viewer needs to see the same message two to four times before there is decent retention. The more compelling the message the fewer viewings it needs.

So what does this mean to your comment. Track and field would have been bought. How much given the probably price tag probably more would probably have been nice. Basketball would have been bought, but I'm guessing mostly the US vs ? games. Again high reach sport. Soccer again yes probably bought, but again only US vs ? US Olympic Team soccer especially women's is a high ratings event.

by jsfox 2008-08-05 10:12AM | 0 recs

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Re: McCain Tops Obama's Olympic Ad Buy

Okay, I just have to ask. Where does this put beach volleyball?

by Its All So Goofy 2008-08-05 10:14AM | 0 recs

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Re: McCain Tops Obama's Olympic Ad Buy

I haven't got an answer that wouldn't call me out as smart ass :)

by jsfox 2008-08-05 10:24AM | 0 recs

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Re: McCain Tops Obama's Olympic Ad Buy

i dont think Obama will increase his ad buy, like jsfox says above, buying early got him the most bang for his buck.

by alyssa chaos 2008-08-05 08:42AM | 0 recs

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Oh, John

He's just got to do the "anything you can do, I can do better" thing.

I wonder how fast he's burning through cash. All these new ads have got to cost some scratch... keeping up with Obama in advertising is what bankrupted Hillary Clinton.

by Dracomicron 2008-08-05 10:53AM | 0 recs

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Re: McCain Tops Obama's Olympic Ad Buy

a little financing...

http://www.jedreport.com/2008/07/mccain- raises-6.html

Ya know rayj..
Obama is using most of his money in setting up and funding multiple field offices in all 50 States.

This time around...
It won't be TV ads...it won't be bumper stickers or yard signs...

It will be a shit together GOTV that will become the template for a long time to come.

by nogo postal 2008-08-05 12:44PM | 0 recs