1-30-2012
Media Monitors has been doing an excellent job tracking political spending on radio - and other media - in the Republican primaries. The latest study released by Dwight Douglas and his team details how the Mitt Romney camp has saturated the sunshine state, leading his media effort with massive Television buys. The primary vote in Florida takes place today.
Media Monitors captured data in Jacksonville, Miami, Orlando, Tampa and West Palm Beach for Radio, Cable and TV. In addition to those markets, Ft. Myers? data was also included for the Radio analysis. The study includes spots run from January 1st to early morning January 30th.
Looking just at RADIO spots that were run by the candidate?s campaigns, Mitt Romney ran 2,196 spots, while Newt Gingrich ran 492 spots. Rich Santorum and Ron Paul ran no radio spots in the Florida cities surveyed. Obama For America did run 25 spots in the month of January, 2012.
On TV, Mitt Romney?s campaign ran 4,930 spots against Newt Gingrich?s 638 spots. Again, there were no Ron Paul or Rick Santorum spots in this media.
On Local Cable in the markets surveyed, Romney once again ran the lion?s share of Cable spots at 1,862, while Newt Gingrich only cleared 79 spots. Ron Paul did run 6 spots in January, while the Obama campaign ran 12 spots.
In the Super PAC category:
- Restore Our Future is a Super PAC that to date has been pro-Romney. They ran 234 radio ads that attempted to denigrate Newt Gingrich.
- Winning Our Future is a Super PAC that helps promote Newt Gingrich or position anyone running against him negatively. They ran 1,537 Pro-Gingrich ads and 1,796 negative ads putting down Romney. SEIU is the Service Employees International Union and they ran 247 ads against Romney. The American Family Association ran 438 radio ads helping Newt Gingrich.
- On TV, the pro-Romney Super PAC Restore Our Future ran 3,443 spots against Gingrich.
- The Super PAC Winning Our Future pro-Gingrich ran 250 spots against Romney.
- The pro-Romney PAC Restore Our Future also ran 405 spots against Rick Santorum.
- The Super PAC AFSCME (American Federation of State, County and Municipal Employees) ran 412 TV spots against Romney.
On Local Cable, the PACs were very active. Restore Our Future ran 1,018 attack ads against Newt Gingrich, while Restore Our Future ran 147 spots against Rick Santorum. Winning Our Future only ran 40 pro-Gingrich spots on Cable in the last month and 61 spots against Mitt Romney. Super PAC for America ran 19 spots against Romney. The AFSCME (American Federation of State, County and Municipal Employees) ran 85 Cable spots against Romney.
And finally, the Republican National Committee ran 15 Cable spots against Obama.
Media Monitors also combined the spot count data and broke the media blitz down to show what the total impact of all the spots that ran on the two front-runners. If a Super Pac was anti-Romney, we aligned those counts with Newt Gingrich, and of course, if a spot was negative toward Newt, for this approach, we added those spots to Romney?s totals. We then added in the spots that were run by their campaigns. Here is what we found:
- On Radio, spots helping Newt Gingrich totaled 4,510, while spots helping Mitt Romney totaled 2,430.
- On TV, spots helping Gingrich totaled 1,300 while spots more positive for Romney added up to 8,778.
- On Local Cable, Newt spots totaled 284, while Mitt spots totaled 3,027 ads.
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