Nielsen’s final look at ad buys by the 2008 Presidential candidates proved one famous mantra: politics really are local.
President-elect Barack Obama placed one-and-a-half times as many spot TV ads than John McCain during the general election season (6/08 to 11/08), and almost twice as many ads dating back to the beginning of January when the primaries were just heating up.
SPOT TV ADS: June-Nov 2008
The local numbers show a much bigger discrepancy than those for national cable and network buys. Sen. McCain kept pace w/ President-elect Obama in those categories, with Obama edging out his rival by just 136 ad buys in the cable and network combined, dating back to January.
CABLE AND NETWORK ADS: Jan-Nov 2008
Other notable campaign facts from Nielsen’s research
- Obama’s ads were on the airwaves over twice as much as McCain’s in the final month before the election (210,245 vs. 97,023 ad buys).
- McCain took early advantage of Obama’s long primary battle with Hillary Clinton, which ended on June 3rd. McCain bought over three and a half times more spot TV ads than Obama in June (26,594 to 7,251), the only month that McCain beat his opponent in that category.
- McCain made a major push with national buys in September, out placing Obama 10 to 1 in cable and network ad buys.
- The two candidates alone combined for almost 850,000 total ad buys dating back to January.
Complete Ad Spends: Jan-Nov 2008
|Month||Candidate||Cable TV-Units||Network TV-Units||Spot TV-Units||Syndicated TV-Units|
|Source: The Nielsen Company – data is loaded through November 9, 2008|