Cluster of Early Primaries Means New Media Strategy

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NEW YORK After the last primary-season campaign ad runs in New Hampshire this Tuesday, the presidential candidates will be forced to rethink their media strategies.

In contrast to the run-up to Iowa and New Hampshire, when candidates were able to concentrate spending in smaller markets, they now are faced with contests in 25 states, including Florida, Michigan, Nevada and South Carolina this month, followed by 21 states on Feb. 5.

So far, the candidates have spent some $80 million on the presidential race, with as much as $50 million concentrated in Iowa alone, according to Evan Tracey, COO of the Campaign Media Analysis Group, a division of TNS Media Intelligence.



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