McCain Campaign's Ad Spending Now Nearly 100 Percent Devoted To Attack Ads
The McCain campaign has now shifted virtually 100 percent of his national ad spending into negative ads attacking Obama, a detailed breakdown of his ad buys reveals.
By contrast, the Obama campaign is devoting less than half of its overall ad spending to ads attacking McCain. More than half of its spending is going to a spot that doesn't once mention his foe.
I asked Evan Tracey -- who tracks national ad spending for the Campaign Media Analysis Group -- to detail the amounts each campaign is spending on specific different spots. The idea was to gauge the precise degree of the McCain campaign's shift into negative mode amid his slide in the polls, and determine whether the Obama camp was following suit.
The results were striking, and suggest a sharper turn into negative campaigning as time runs low. For one thing, Tracey says, Obama is now outspending McCain by nearly two to one on the air -- Obama is spending $2.4 million per week, and McCain is spending $1.3 million weekly. But on to the breakdowns.
As of October 1 -- three days ago -- the McCain campaign's $1.3 million weekly is being broken down as follows, according to Tracey, who stressed that he himself wasn't labeling the ads either "positive" or "negative":
* Nearly half a million weekly is funding the ad called "Dome," which attacks "Obama and his liberal allies" in Congress for favoring "massive government."
* A shade more than half a million is funding the ad called "Mum," which attacks "Obama and his liberal allies" as "mum on the market crisis."
* Much of the remaining McCain money is funding a spot called "Overseas," which says that "Barack Obama and his liberal allies are to blame" for jobs going overseas. A negligible amount of the remainder is going to a positive spot, the "Original Mavericks" ad.
This is a dramatic shift from the period before he suspended his campaign. At that time, Tracey says, McCain was spending in the neighborhood of half his ad money on the positive "Original Mavericks" ad, and around half on the negative "Dome" spot.
This week, by contrast, "Original Mavericks" ran on Monday only eight times, suggesting that this positive spot is "cycling out of the rotation," as Tracey puts it. "McCain took out the "Mavericks" spot and replaced it with "Mum," Tracey says.
Now let's look at Obama's spending breakdown.
Of his $2.4 million weekly, Tracey says, well over half -- $1.4 million -- is funding the spot called "Real Change," which criticizes the status quo but doesn't mention McCain once.
The remaining million per week is funding a smattering of ads that do attack McCain, on topics like Social Security, health care, and McCain's "fundamentals of the economy" line.
Pretty striking contrast.

THIS IS EXCELLENT NEWS!! FOR MCCAIN!!!
October 3, 2008 2:54 PM | Reply | Permalink
Three times in one day (by my scan) -- great to have you back!
October 3, 2008 3:04 PM | Reply | Permalink
my goodness the little baby jebus does love me and Barack Obama.
'This was my fondest hope - and I thought it was coming in the home stretch - but people consistently have polled negatively on attacks on Obama.
This is gonna be the greatest thing for voter turnout on our side EVAH!!!!!
October 3, 2008 2:58 PM | Reply | Permalink
If you guys haven't seen this new ad, it's excellent. I love the way they stretch McCain into some kind of caricature in the background.
It's almost creepy, but that's spot-on and I LOVE it!
http://www.youtube.com/watch?v=jOqSQeKsspU
October 4, 2008 10:14 PM | Reply | Permalink
Just in case you haven't done the math, less than half of $2.4M is pretty close to almost all of $1.3M. It seems clear from the other figures you provide that McCain is spending more overall in total dollars on negative ads than Obama is, but the difference isn't as stark as the headline and two lede grafs would imply.
October 3, 2008 2:58 PM | Reply | Permalink
That was the first thing I thought of when I read this report. Obama is running almost as many negative ads as McCain, he just has enough cash in the bank that he can overshadow it with positive ad buys.
One of the many benefits of opting out of public financing.
The real question is...if McCain goes to far and the Obama campaign actually decides to go negative, watch out. Imagine $2.4 million in negative ad buys for a week or two, and the damage he could do to McCain with that (even if he didn't do it long, to maintain his "new-politics" image).
October 3, 2008 3:49 PM | Reply | Permalink
What has not been factored in, is that Obama will be raising his media buys by 10 to 15 percent per week beginning next week!
That's why his decision to skip public funding.
How ironic the Republicans are taking a Government handout and the Democrats are pulling themselves up by their bootstraps.
And now we have a National welfare program for Wall Street.
Truly we are in Alice's Wonderland.
October 3, 2008 4:11 PM | Reply | Permalink
And this is why the campaign Axelrod and Plouffe created to usher Obama into the Presidency will be taught about and hashed over for the next four years and beyond.
It's almost as if they were waiting at every turn for the next move the Republicans would make, smiling as they waited patiently.
"Oh, fancy meeting you guys here ..."
October 3, 2008 4:18 PM | Reply | Permalink
Yup! Team Obama is playing a masterful game of chess, while Team McStain are still playing checkers over a pickle barrel.
In a pickle? Over a barrel? Well, you get it...
I still want to see at least one Keating ad before this whole thing is over. Come on Axelrod, throw me a bone!
PEACE
October 3, 2008 4:39 PM | Reply | Permalink
Keating ad
Well said, Spencers Mom; I can't wait to see a Keating ad sneaking into the campaign. We almost forgot about this excellent McCAin adventure.
October 4, 2008 5:59 PM | Reply | Permalink
I agree! I hear the "Keating 5" is releasing a new album just in time for president Obamas inaguration. And remember without McCain, it would be the "Keating 4"-For shame John Mc Cain palling around with econmic terrorist.
Do it Barack-PLEASE play the Keating 5 card-it is sooo relevant to whats going on in todays financial meltdown. Win baby Win
October 5, 2008 1:00 PM | Reply | Permalink
You are absolutely correct. Obama's campaign has been air-tight and disciplined, two characteristics that the candidate has imposed on it, though the managers deserve much credit. How many times in the past year, months, weeks, has the Greek Chorus been freaking out, saying "you'd better do this, you'd better do that, and you'd better do it fast!"? They have never strayed off course, and like you say, wherever the McCain ticket arrives, there sits Obama, waiting.
October 3, 2008 11:57 PM | Reply | Permalink
I'm sure you were being ironic here, despite the received wisdom, there's not much new about welfare for the rich.
October 4, 2008 10:25 AM | Reply | Permalink
Look at Sarah over there on the right - tell me she didn't have on about 5 times too much cheek color last night.
She had on way too much makeup.
October 3, 2008 3:00 PM | Reply | Permalink
But that tatoo lip liner held up!
October 3, 2008 3:02 PM | Reply | Permalink
Not just the lipliner - the lip color: it never varies one iota; the eyeliner and the eyebrows = tattooed on. Betcha.
October 3, 2008 3:22 PM | Reply | Permalink
I am looking forward to watching gravity work on her tatooed face. Won't that sag be beautiful at 60?! Thank goodness I my chances of living to see it all fall are good!
October 3, 2008 3:26 PM | Reply | Permalink
If I'm still around when she hits 60, then I'd say that I'm late for that big dirt nap.
October 3, 2008 3:32 PM | Reply | Permalink
Is that like "plaster[ing] on the makeup like a trollup"? At least John's taste in bimbos is consistent.
October 3, 2008 3:07 PM | Reply | Permalink
I believe Cindy uses a trowel...
October 4, 2008 12:00 AM | Reply | Permalink
Do they still have Merle Norman up in Maverilaska ?
October 3, 2008 3:07 PM | Reply | Permalink
Is this what you mean?
October 3, 2008 3:12 PM | Reply | Permalink
You have forgotten you are only supposed to be spooky at night. Frightening, simply frightening.
Nocturnal submissions only in the future.
October 3, 2008 3:17 PM | Reply | Permalink
You have to ask yourself, "which is more frightening: the Merle Norman queen or Sarah Palin?" Given those choices, I'm pretty benign.
October 3, 2008 3:29 PM | Reply | Permalink
AIYEEEEEEE! That made my hair stand - don't do that.
lol
October 3, 2008 3:33 PM | Reply | Permalink
That's what you get when you Google Merle Norman. Couldn't resist.
October 3, 2008 3:39 PM | Reply | Permalink
That photo is what they call Nightmare Fuel.
October 3, 2008 4:19 PM | Reply | Permalink
Thanks for the Nightmare Fuel.
October 3, 2008 4:20 PM | Reply | Permalink
Like a trollop?
I guess McShame likes his women that way.
Of course, considering he spent $5,500 last month on a make-up artist, this shouldn't be a surprise.
October 3, 2008 3:22 PM | Reply | Permalink
Wait'll he calls her a *unt.
October 3, 2008 3:48 PM | Reply | Permalink
He probably already did after he saw the first
Couric interview.
October 3, 2008 3:57 PM | Reply | Permalink
I thought he was talking about Couric at that point.
October 3, 2008 4:05 PM | Reply | Permalink
Isn't that his default term for those of the female persuasion?
October 3, 2008 4:53 PM | Reply | Permalink
Does it bother you that much, really? With all due respect I think this kind of criticism makes us look ridiculous and shallow.
October 3, 2008 4:45 PM | Reply | Permalink
Real Change is one of the best presidential ads ever, accomplishing the task of clearly educating the voters on the implications of this election and of presenting a candidate that comes off as very presidential. It's an ad which truly raises Obama's positives.
October 3, 2008 3:00 PM | Reply | Permalink
Which is more expensive? National ad buys, or targeted buys?
As I mentioned in the last thread, I'm wondering about cash issue wrt the McCain campaign.
October 3, 2008 3:01 PM | Reply | Permalink
targeted
October 3, 2008 4:13 PM | Reply | Permalink
Here is what I think most people at this point think about political ads: Not another goddamn political ad - and then they throw something at the TV.
October 3, 2008 3:02 PM | Reply | Permalink
Governor Palin is campaigning in your state, Tena. Think about that for a moment.
The conservatives Queen is campaigning in Texas. How's that for a mindblower?
October 3, 2008 3:06 PM | Reply | Permalink
Sarah's accent really grates on the Texas ear.
Most voters will watch her the same way Sarah watches SNL -- with the sound turned off.
October 3, 2008 3:18 PM | Reply | Permalink
Or like how I watch debates, presidential or otherwise: on mute.
October 3, 2008 3:20 PM | Reply | Permalink
She is coming here to repay the debt owed to the Liberty Legal Foundation, the Dobson group from our state fighting for her up in Alaska. They lost in court yesterday and attacked the judge for supporting gay marriage in a ten year old ruling. As a Texan I offered them additional help. Phil Gramm and Tom Delay are available.
October 3, 2008 3:23 PM | Reply | Permalink
Somebody else told me that this morning. I think I swooned. No I swooned when somebody posted the 10 point lead Obama has in Penn.
But man, Texas has to be more volatile than anyone thinks if they are sending her down there.
October 3, 2008 3:24 PM | Reply | Permalink
Ha! Texas is one place that folks will still come out to see poor little Palin. After the rally, we'll see the blog about the thousands that lined up to see her. Maybe she can drum up another "kill him" comment from the crowd.
Look for her to have a "wardrobe malfunction" and expose her cleavage and handgun!
October 8, 2008 2:18 PM | Reply | Permalink
Their internals must show that Texas is slipping a bit otherwise why waste a day there....
Any visit by McPalin outside their target states with 32 days left is campaign malpractice.
Also Hillary will be in Arkansas next Friday...I wonder what the Obama internals are showing there?
October 3, 2008 4:13 PM | Reply | Permalink
That's probably fundraising/campaigning.
October 3, 2008 4:53 PM | Reply | Permalink
She's only in Texas for the money. She didn't do anything public in Dallas except wave as she got off the plane. Then she did a private event with a bunch of rich people, The RNC pocketed the cash, and she and moved on.
October 3, 2008 11:39 PM | Reply | Permalink
Stay classy John!
October 3, 2008 3:05 PM | Reply | Permalink
My son found the Obama channel in dishnetwork this morning. Channel 73, all Obama all the time. How much does that cost ? It's actually really cool
October 3, 2008 3:05 PM | Reply | Permalink
OT: What's really cool is your avatar. It mesmerizes me every single time.
October 3, 2008 3:09 PM | Reply | Permalink
OT- all three times I've been able to align my screenname and password long enough to post a silly comment here ? I'm a flattered woodnymph
October 3, 2008 3:19 PM | Reply | Permalink
Hm. That really is an amazing avatar. Goes with your screen name, but you knew that. lol...
October 3, 2008 3:26 PM | Reply | Permalink
Speaking as a former campaign consultant, McCain going 100% negative is a desperation move. It means they think this is the best shot for changing the dynamics of the race, which is now trending entirely in Obama's direction.
October 3, 2008 3:06 PM | Reply | Permalink
That would make sense. It says you believe that your vision/ideas are not resonating with people and your only hope is to get the lesser of two evils vote.
October 3, 2008 3:08 PM | Reply | Permalink
I think it's also an attempt to keep people who are considering voting early from doing so, putting more pressure on Obama's GOTV machine on election day.
A desperation move, but one with a bit of strategy behind it.
October 3, 2008 3:36 PM | Reply | Permalink
Yup. This is the classic last option of a failing campaign. I'm assuming things are about to get real ugly. Wright, Ayers, Communist-Muslim rants and direct questions about Obama's patriotism. Palin already started last night and today with her line about Obama supposedly saying our troops in Afghanistan weren't doing anything but hurting the locals.
http://pufferfish.typepad.com/
October 3, 2008 3:13 PM | Reply | Permalink
Obama doesn't have to say it...it's a known fact.
October 3, 2008 3:18 PM | Reply | Permalink
A cornered, bleeding animal.
October 3, 2008 3:20 PM | Reply | Permalink
A wounded badger always kicks with its legs...
October 3, 2008 3:26 PM | Reply | Permalink
Aye, but he regrets the tone the campaign has taken. If only Obama had agreed to do those town halls . . .
And what a prick that Rolling Stone article showed him to be.