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| US election advertising increased twofold from 2008, research shows | US election advertising increased twofold from 2008, research shows |
| (8 days later) | |
| More than 915,000 campaign ads have been aired on television in the election so far, almost twice as many as in 2008, according to a detailed survey conducted by the Wesleyan Media Project. | More than 915,000 campaign ads have been aired on television in the election so far, almost twice as many as in 2008, according to a detailed survey conducted by the Wesleyan Media Project. |
| The research also found that the record number of ads is concentrated on fewer states than in 2008 – meaning a small number of Americans in the swing states are being bombarded with campaign messages on a scale never seen before. | The research also found that the record number of ads is concentrated on fewer states than in 2008 – meaning a small number of Americans in the swing states are being bombarded with campaign messages on a scale never seen before. |
| Anecdotal evidence, not in the survey, suggests that some viewers now mentally switch off when political ads appear. But the same anecdotal evidence also suggests that many voters, when asked for their views, tend to reiterate ad messages. | Anecdotal evidence, not in the survey, suggests that some viewers now mentally switch off when political ads appear. But the same anecdotal evidence also suggests that many voters, when asked for their views, tend to reiterate ad messages. |
| The survey shows that both sides are spending more than in 2008. It confirms that it is an extremely negative campaign, with Barack Obama's team and its supporters even more negative than Mitt Romney's. | The survey shows that both sides are spending more than in 2008. It confirms that it is an extremely negative campaign, with Barack Obama's team and its supporters even more negative than Mitt Romney's. |
| Erika Franklin Fowler, co-director of the Wesleyan Media Project, said: "When all is said and done, 2012 will go down as a record-pulverising year for political advertising. We've already surpassed the total number of presidential ads aired during the entire 2008 campaign and we still have two weeks to go before election day. | Erika Franklin Fowler, co-director of the Wesleyan Media Project, said: "When all is said and done, 2012 will go down as a record-pulverising year for political advertising. We've already surpassed the total number of presidential ads aired during the entire 2008 campaign and we still have two weeks to go before election day. |
| "What is striking is that the ads are concentrated on fewer markets than 2008, meaning that a smaller number of Americans have witnessed the onslaught of messages in the race for the White House." | "What is striking is that the ads are concentrated on fewer markets than 2008, meaning that a smaller number of Americans have witnessed the onslaught of messages in the race for the White House." |
| The survey found that Las Vegas, Denver and Cleveland have been the epicentres of ad campaigns. Ad volume is also up in Virginia. | The survey found that Las Vegas, Denver and Cleveland have been the epicentres of ad campaigns. Ad volume is also up in Virginia. |
| Looking at just the first three weeks of this month, spending by Democratic-leaning groups are up 438% on 2008 and Republican-leaning ones 954%. Over those three weeks, pro-Romney groups have spent more than $47m on television advertising, $10m more than their Democratic counterparts. | Looking at just the first three weeks of this month, spending by Democratic-leaning groups are up 438% on 2008 and Republican-leaning ones 954%. Over those three weeks, pro-Romney groups have spent more than $47m on television advertising, $10m more than their Democratic counterparts. |
| In 2008, the Republican national committee was responsible for about 85% of presidential candidate John McCain's ads. This time round, the RNC is responsible for only 12% and outside groups 44%, reflecting the change in politics brought about by the supreme court ruling that lifted many restrictions on political spending. | In 2008, the Republican national committee was responsible for about 85% of presidential candidate John McCain's ads. This time round, the RNC is responsible for only 12% and outside groups 44%, reflecting the change in politics brought about by the supreme court ruling that lifted many restrictions on political spending. |
| Although the Republicans are outspending the Democrats, the Obama campaign is in fact airing more ads. This is partly because the Obama campaign (as does the Romney campaign) benefits from cheaper ad rates than those bought by outside groups, allowing it to air more. | Although the Republicans are outspending the Democrats, the Obama campaign is in fact airing more ads. This is partly because the Obama campaign (as does the Romney campaign) benefits from cheaper ad rates than those bought by outside groups, allowing it to air more. |
| Michael Franz, co-director of Wesleyan Media Project, said: "There was a lot of talk that Romney and his allies were hoarding resources for a major ad push in the closing moments of the campaign. This was supposed to counteract the Obama advantage is ads aired throughout the earlier part of the general election campaign. We just have not seen that to date on local broadcast. And time is running out." | Michael Franz, co-director of Wesleyan Media Project, said: "There was a lot of talk that Romney and his allies were hoarding resources for a major ad push in the closing moments of the campaign. This was supposed to counteract the Obama advantage is ads aired throughout the earlier part of the general election campaign. We just have not seen that to date on local broadcast. And time is running out." |
| The survey reveals that after the Obama and Romney campaigns, the biggest spender is American Crossroads, the group that includes former George W Bush strategist Karl Rove. Since 1 October, it has spent $28m on more than 26,000 ads. | The survey reveals that after the Obama and Romney campaigns, the biggest spender is American Crossroads, the group that includes former George W Bush strategist Karl Rove. Since 1 October, it has spent $28m on more than 26,000 ads. |
| The pro-Obama group, Priorities USA, was the fourth biggest spender, with $9.5m on more than 13,000 ads. On negativity, only 11% of ads by the Romney campaign have been positive and only 6.3% of Obama's. | The pro-Obama group, Priorities USA, was the fourth biggest spender, with $9.5m on more than 13,000 ads. On negativity, only 11% of ads by the Romney campaign have been positive and only 6.3% of Obama's. |
| In Senate races, Virginia's has been the most expensive, with $14m spent over the last three weeks. | In Senate races, Virginia's has been the most expensive, with $14m spent over the last three weeks. |
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