Super Tuesday TV Spending Uneven | Adweek Super Tuesday TV Spending Uneven | Adweek
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Super Tuesday TV Spending Not So Super

PAC dollars dominate
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If it weren’t for the candidates' PACs, Super Tuesday spending would have been a trickle. A whopping 87 percent of the $6.1 million spent on spot TV during the last week (Feb. 27 to March 4) leading up to the 10 primaries, was PAC money, according to a TVB analysis of Campaign Media Analysis Group data.

Only two of the GOP Presidential hopefuls, Mitt Romney and Ron Paul, spent their own money.
Both Newt Gingrich and Rick Santorum relied on their PACs for their TV ad exposure. PACs funded all races in Tennessee, Alaska, Oklahoma and Georgia.

About $10.5 million was spent year-to-date on TV in the 10 Super Tuesday states with 60 percent of it funding spots in the days leading up to the election day. 

"Spot TV advertising was lackluster," said Jack Poor, vp of strategic planning for TVB. "It didn't break the way we thought it would. It's still going to be a tremendous year, but it won't start until after the conventions."

Candidate spending was targeted and heavily concentrated. About 40 percent of political dollars was spent in Ohio, where Romney outspent the combined budgets of Gingrich and Santorum 4 to 1. Virginia, North Dakota, and Massachusetts didn't get a dime. In Massachusetts and Virginia, Romney was a slam-dunk. In North Dakota, Santorum was a lock.

Even though Santorum won Oklahoma, he spent no money there.

"It's a strange place we're in because funding is so uneven," said Kathleen Keefe, vp of sales for Hearst Television, which has stations in Cincinnati, Boston, and Oklahoma City. "Money is very contained over eight or nine days and it comes in very last minute, some of it the night before. It's very last minute. The whole season has been like this."

      2/27/12-3/4/12 12/26/11-3/4/12
Ohio Candidate   $626,900 $808,580
  PAC   $1,857,180 $2,502,880
  Total   $2,484,080 $3,311460
         
George Candidate   0 $239,930
  PAC   $1,777,570 $3,254,720
  Total   $1,777,570 $3,494,650
         
Tennessee Candidate   0 0
  PAC   $960,880 $1,425,940
  Total   $960.880 $1,425,940
         
Massachusettes Candidate   $0 $463,280
  PAC   $0 0
  Total   $0 $463,280
         
Alaska Candidate   $0 $55,630
  PAC   $351,310 $1,029,470
  Total   $351,310 $1,085,100
         
Virginia Candidate   $0 $0
  PAC    $0 $0
  Total   $0 $0
         
Oklahoma Candidate   $0 $0
  PAC   $3,77,910 $530,000
  Total    $3,77,910 $530,000
         
Idaho Candidate   $54,180 $54,180
  PAC   $73,050 $73,050
  Total   $127,230 $127,230
         
Vermont Candidate   $63,470 $63,470
  PAC   $0 $0
  Total   $63,470 $63,470
         
North Dakota Candidate   $0 $0
  PAC   $0 $0
  Total   $0 $0
         
All States Candidate   $744,550 $1,685,070
  PAC   $5,397,900 $8,816,060
  Total   $6,142,450 $10,501,13
         

Source: TVB analysis of Kantar Media Campaign Media Analysis Group data Dec. 26, 2011 to March 4, 2012        

      2/27-3/4 YTD
Mitt Romney Candidate    $683, 590 $1,624,110
  PAC   $3,793,090 $6,735,340
  Total   $4,476,680 $8,359,450
         
Newt Gingrich Candidate   $0 $0
  PAC   $1,385,310 $1,826,810
  Total   $1,385,310 $1,826,810
         
Rick Santorum Candidate   $0 $0
  PAC   $219,500 $253,910
  Total   $219,500 $253,910
         
Ron Raul  Candidate   $60,960 $60,960
  PAC   $0 $0
  Total   $60,960 $60,960

Source: TVB analysis of Kantar Media Campaign Media Analysis Group data Dec. 26, 2011 to March 4, 2012