Voters in Columbus, Ohio, saw 30-second television ads for both Barack Obama and Mitt Romney while watching “Wheel of Fortune” on their CBS affiliate over three days in September. For Obama’s team, the order per spot cost $500. For Romney’s, the price tag on the order was more than five times steeper at $2,800 per ad.
That gap – found in data filed with the Federal Communications Commission — is an outgrowth of an unusual TV-buying strategy by the Romney campaign. Media strategists on both sides of the political aisle, along with station managers who handle ad placement, expressed puzzlement to POLITICO about the way Romney’s TV operation does business.
Unlike other presidential campaigns, which typically outsource their ad reservations and placement to specialized firms with large teams that know how to make the most of the complicated FCC payment procedures, Romney does all his TV buying in-house through a lean operation headed by a single chief buyer.
The campaign rarely buys cable ad time, focusing overwhelmingly on broadcast television. Romney places his commercials on a week-to-week basis, rather than booking time well in advance, and typically pays more so that his ads don’t get preempted and to spare his campaign the hassle of haggling over time as prices rise.
For those “Wheel of Fortune” ads in Columbus, for example, Obama bought the airtime on Aug. 29, according to the FCC data. Romney bought the time on Sept. 11, the day before his ads aired.