NationalJournal.com's Ad Spotlight

Thursday, September 18, 2008

Report Finds Huge Disparity In Party Sponsorship of Candidate Ads

Filed under John McCainFiled under EconomyFiled under Television Ad
Posted at 5:13 PM
Click here to watch "Dome."

John McCain may pride himself on bucking his party in the Senate, but when it comes to funding his campaign ads, he certainly doesn't shy away from the GOP.

A report [PDF] released Wednesday by the Wisconsin Advertising Project, an effort by the University of Wisconsin to track political ad spending, showed a huge disparity in the funding relationships between each candidate and his respective party committee. More than half of McCain's ads -- 57 percent -- were co-sponsored by the Republican National Committee. In comparison, a mere 3 percent of Barack Obama's were paid for by the Democratic National Committee.

One possibility for this disparity is that Obama opted out of public funding for the election, while McCain didn't and is thus constrained by the $84 million amount allocated for him. With Obama tallying a record $66 million month of fundraising in August, he's clearly in no rush to tap the resources of the DNC, which is cash-poor compared to the RNC.

Reiterating the report's findings are three ads the McCain campaign launched today. While officially released as "McCain-Palin" ads, the spots are actually co-sponsored by the RNC, evidenced only in the ads' credits. In the hardest-hitting of the three, "Dome" (subscription), an announcer says that Obama and congressional Democrats favor "massive government" that would wreak financial havoc on Americans.

The camp followed up that nationwide buy with a pair of targeted ads in the battleground states of Michigan (subscription) and Ohio (subscription), each telling voters there that a McCain administration will work hard to restore their economies and create more jobs.