Ad-Spending Battlefield Takes Shape

With 115 days left before the election, it is now clear what ad strategies the two candidates are going to use in the race for the White House. Sen. Barack Obama will attempt to expand the playing field, while Sen. John McCain will try to contract it. TV spending targeting the general election has reached more than $3 million a day. With more than $42 million spent on TV advertising since May, it's clear this election's ad spending is on pace to be one for the record books. So far, the McCain campaign has taken advantage of its early primary win and strong Republican Party fundraising to get a head start in crucial battleground states like Iowa, Ohio, Pennsylvania and Michigan. Since April, McCain and the RNC have spent more than $19 million on ads. The combined spending of the two entities now tops $1.5 million a day. With the RNC so well-funded, it and the McCain team will be able to play the good cop/bad cop game with the electorate, allowing the McCain team to run a largely positive campaign. For Mr. McCain to be successful this fall, he needs to minimize the number of battleground states in play after the GOP convention. To accomplish his goal, he must use his ads and message to gain support in both red and swing states. This will allow his monetary disadvantage to be mitigated in the same way a small guy can fight a big guy in a confined space. The Obama campaign is relying on its ability to out-fundraise and outspend its opponents. Since June 20, Obama has narrowed the ad spending gap with McCain by spending close to $15 million in almost 20 states. This strategy has put the focus not only on the historic swing states, but on a number of recent red states. Team Obama is pouring millions into states such as Alaska, Georgia, North Carolina, Montana, North Dakota and Florida in an effort to extend the battleground this fall. He is hoping to put McCain into a hole he can't dig out of with just his public-matching funds. If Obama is able to drum up support in red states, it will be over for Mr. McCain before Halloween.