and Radio Advertising
The New Hampshire and Iowa Magnifying Effect
Because of the attention
given to Iowa and New Hampshire, the effect of even a small ad buy is often
magnified manyfold by national media coverage. Advocates of several presidential
prospects and interest groups seeking to influence presidential prospects
or at least draw attention to specific issues ran a number of ads in the
Granite State in 2005-06; the buys ranged from modest to microscopic.
-Draft Obama ran a
60-second TV spot "Believe
Again" in a modest buy on WMUR-TV in Manchester, NH starting on Dec.
20, 2006. The ad was also run in Iowa.
-Americans for Dr. Rice
ran a TV
ad on WMUR-TV in NH on Sept. 27, 2005 during the premiere of ABC's
"Commander in Chief." Americans for Rice supplemented the $4,000
buy with $1,000 on radio ads promoting the show.
-On Aug. 29, 2005 the
for Growth began running TV
ads "encouraging Death Tax repeal in targeted states across the U.S.
One of the ads tells New Hampshire viewers that Arizona Sen. John McCain
wants to keep the Death Tax. Other ads are running in Montana, Washington,
North Dakota and Oregon..."
-The week of Aug. 1, 2005,
Pro-Choice NY ran a TV spot highlighting Gov. George Pataki's veto
of the Unintended Pregnancy Prevention Act (A.116/S3661) and charging that
his move is a flip-flop motivated by 2008 presidential ambitions. "Hail
to the Chief" ran in Manchester, NH on WMUR-TV (50 GRPs) as well as
in Iowa (200 GRPs total-Cedar Rapids, Des Moines and Sioux City) and New
a cartoon TV ad "Hillary
Cleans Up Bush's Mess" on late-night cable in Southern NH on Aug. 2-4,
2005. According to PoliticsNH.com's James Pindell the buy was $264
for 55 spots.
-Coinciding with Gov. Bill
Richardson's visit to NH on June 7-8, 2005, the NM GOP ran a radio
ad "Lifestyles of the Rich and Shameless" critical of Richardson.
The ad ran several times on three high profile radio stations for one day.
-Americans for Dr. Rice
ran three radio spots on WNTK AM 1020 (New London/Upper Valley) and WKXL
AM 1450 (Concord) starting May 12, 2005. The group also ran radio
ads on WKAT AM 1360 in Miami. Americans for Dr. Rice founder Richard
Mason MD provided some observations on the NH buy. "WNTK was very helpful
and did an excellent job of arranging for the production of the "breakfast
table" spot after we had some disappointing experiences with other
studios and stations. We used those two stations since they had a
news/talk format which we thought would be a better audience for us at
this point. I haven't separated it out, but we spent approximately
$2500 on radio at that time with the bulk of it going to WNTK and WKXL.
The ads ran for 6 weeks between the two stations." Asked why the
group decided to run the ads in May, Mason responded, "That was the soonest
we could get it on the air! We wanted to see what type of response
we got. Although it wasn't a fund-raising 'bonanza,' it did generate
a fair number of responses to the website and added to our e-mailing list
for the future." [Aug. 2005 email from Richard Mason]
On July 27, 2005 StemPAC
announced plans to run an ad in NH targeting Sen. Bill Frist for "his obstructionist
position on stem cell research.” The ad was supposed to start running
on July 28. As soon as Frist made his announcement of his new position
on the morning of July 29, StemPAC started pulling the ad. StemPAC
founder John Hlinko states, "It is possible that it may have ran Thursday
night on some of the cable stations, but the far larger part of the buy
had definitely not yet begun." Hlinko added, "But the impending ad
was covered for sure in Hotline on Wed and Thurs, as well as National Journal.
So, suffice to say, even if it hadn't run, the word was out for sure among
the inside the beltway community, and we assume -- Senator Frist's office."
Copyright © 2006, 2007
Eric M. Appleman/Democracy in Action