Recent Obama Ads More Negative Than Rival's, Study Says

According to the Wisconsin Advertising Project, Sen Barack Obama (D-IL) aired more negative advertising last week than did Sen John McCain (R-AZ). During that week, 77% of Obama's ads were negative vs 56% of McCain's. Ken Goldstein, who directed the study, said the pattern was a reversal from earlier months, in which McCain's advertising was consistently more negative than Obama's. "It suggests that the Sarah Palin pick and the newfound aggressiveness by McCain got into Obama's head a little bit," Goldstein said. "He was under great pressure to show some spine, be aggressive, fire back." The study says the campaigns poured $15 million into the ad wars last week -- they were virtually even in total spending -- but the figures revealed an important distinction. Obama, who has rejected public financing in favor of private fundraising, paid for 97 percent of his spots. McCain, who is limited to an $84 million federal subsidy, financed 43 percent of his commercials, with the rest airing in conjunction with the Republican National Committee. These "hybrid" spots allow McCain to retain control while the party foots much of the bill.