Posts Tagged ‘Mitt Romney’

Answering the $980 Million Question: Infographic

Tuesday, April 23rd, 2013

In 2012, Mitt Romney lost New Hampshire, Ohio, Florida and Virginia by 429,000 votes collectively for a total of 64 electoral votes.  Had the Romney campaign been able to persuade half of the 429,000 voters in these swing states, he would have garnered 270 electoral votes and would be sitting in the Oval Office today.

 

4 States, 429,000 Votes

The $980 million Question: 4 States; 429,000 Votes – Florida

Thursday, March 28th, 2013

In 2012, Romney lost Florida by only 74,309 votes.  Obama received 50% of the 8.4 million votes cast in Florida for the 2012 Presidential Election, defeating Romney by only 0.9 points.

What counties could have swung Florida’s 29 electoral votes towards Romney?

KEY COUNTY: MIAMI-DADE

In 2012, Miami-Dade County accounted for 10.4% of the total statewide vote in the Presidential Election, making it the single largest county in the state.  Obama won Miami-Dade by 24 points (62% to 38%) in 2012.  Had Romney performed the same in Miami-Dade as President Bush in 2004 and reduced his margin of loss down to 7 points, he would have gained 75,000 more votes and won the election in Florida.

Hispanics make up 54% of all registered voters in Miami-Dade.  In fact, the Hispanic registered voters in Miami-Dade County alone account for 6% of the entire statewide voting population.  Overall, Hispanics make up 14% of Florida’s Registered Voters.

Historically, Republican candidates who have won statewide office have lost Miami-Dade County by an average of 9 points.  In 2010, Senator Marco Rubio was the first Republican to win this county since Senator Mel Martinez won Miami-Dade by 0.2 points (or 1,385 votes) in 2004.

  •  In 2012, President Obama won Miami-Dade County by 24 points.
  • In 2012, Democratic Senator Bill Nelson won Miami-Dade County by 28 points.
  • In 2010, Republican Senator Marco Rubio won Miami-Dade County by 20 points.
  • In 2010, Republican Governor Rick Scott lost Miami-Dade County to Democrat Alex Sink by 14 points, but still won the state by 1.2 points overall
  • In 2008, President Obama won Miami-Dade County by 16 points.

 HISPANIC MEDIA IN FLORIDA

  • According to CNN Exit Polls, 60% of Hispanics in Florida voted for Obama in 2012. Obama received 61% of the vote from Hispanic women and 58% of the vote from Hispanic men.
  • It is worth noting the timing and the different Hispanic media strategies employed by Team Obama and Team Romney.  Obama went up early April 2012 and never came down.  Romney went up in July 2012 and never came down.
  • Both campaigns spent almost the same amount of money, however, according to public file analysis, Obama ran more the twice the amount of frequency when compared to Romney:  Obama spent $1.5 million and aired 13,000 spots on Hispanic media in Miami alone.  Romney spent $1.3 million and aired 7,500 spots on Hispanic media in Miami alone.
  • Obama spent a grand total of $5 million in Florida on Hispanic media.  Romney spent a grand total of $3.4 million in Florida on Hispanic media.
  • Obama uploaded at least 13 different Hispanic ads to his YouTube page during the election.  Romney uploaded at least 8 different Hispanic ads to his YouTube page during the election.

NARROW-THE-GAP COUNTIES

Instead of gaining 75,000 more votes in Miami-Dade County alone, we looked at three other counties in which Romney could have improved his margins in order to win Florida:

  • Miami-Dade County (10.4% of statewide vote, Miami market): Romney loses Miami-Dade County by 24 points.  Had he reduced his margin of loss down to 15 points, he would have gained 40,000 more votes.  In 2010, Governor Rick Scott lost Miami-Dade County by 14 points and won the election. In 2008, McCain lost Miami-Dade County by 16 points.
  • Broward County (8.9% of statewide vote, Miami market): Romney loses Broward County by 35 points.  Had he reduced his loss to 32 points, he would have gained 10,000 more votes.  In 2010, Governor Rick Scott lost Broward County by 31 points.
  • Hillsborough County (6.4% of statewide vote, Tampa Market): Romney loses Hillsborough County by 7 points.  Had he reduced his margin of loss to 3 points, he would have gained 10,000 more votes.  In 2010, Governor Rick Scott lost Hillsborough County by 3 points.
  • Orange County (5.5% of statewide vote, Orlando Market):  Romney loses Orange County by 18 points.  Had he reduced his loss to 12 points, he would have gained 15,000 more votes.  In 2010, Governor Rick Scott lost Orange County by 11 points.

Had Romney improved his vote percentage by 5 points on average in the 4 counties listed above, he would have gained 75,000 more votes and won the election in Florida.

FL 4 narrow the gaps

Visual Breakdown of the $980 Million Spent on Presidential Ads

Friday, November 30th, 2012

Over $980 million was spent on television and radio advertising during the 2012 Presidential General Election.  When the ad spending from the GOP Primary is included, this total surpasses $1 billion spent on television and radio advertising.  Political ads dominated the airwaves in the battleground states throughout the election.  Who paid for all of those ads?

Of the $980 Million Total Spent: Candidates (56%) vs.  Issue Groups (44%)


Not surprisingly, the two advertisers who spent the most money on political ads were the two candidates themselves: Barack Obama was the biggest spender at $335 million and Mitt Romney was the second biggest spender at $213 million.  Between the two of them, the candidates spent $548 million on ads – but that only counts for a little over half (56%) of the total amount spent on presidential-related ads this election cycle.  The remaining 44% (another $434 million) was spent on behalf of the candidates by 23 different Super PACs and issue groups.

Of the $980 Million Total Spent: Team Romney (60%) vs. Team Obama (40%)

Sixty percent of the money spent on presidential ads came from Pro-Romney advertisers ($583 million) and 40% of the money spent on ads came from pro-Obama advertisers ($400 million).

The majority (63%) of Team Romney’s ad spend came from issue groups who spent $370 million on behalf of Romney, while the candidate spent $213 million (37%).

On the other hand, the majority (84%) of Team Obama’s buy came from the candidate himself ($335 million), while issue groups only made up 16% of Team Obama’s spend ($64 million).

Of Team Romney’s $583 Million: Issue Group (63%) vs. Candidate (37%)

There were 12 major issue groups that placed ads on behalf of Mitt Romney during the election.

Who won the ad war?

Team Romney outspent Team Obama in terms of pure dollars.  This is largely due to the multiple issue groups that advertised on behalf of Romney.  But in political advertising, more money does not always equal more ads reaching more voters.

While issue groups indisputably played a significant role in Presidential advertising this election, it is important to consider the difference between the worth of a candidate’s media buy in comparison to the worth of an issue group’s media buy.   Federal Communications Commission law guarantees candidates the best prices for purchasing ad time, but these laws do not apply to political issue groups.  This means that issue groups often end up paying double, triple or even quadruple the market rate that candidates pay for the same advertisement.  This ratio varies across different markets and time periods, and many issue groups successfully negotiate competitive rates, but these advertisers do not receive the same price protection that political candidates enjoy.  Candidates can reach voters at a lower price.

Even though Team Romney outspent Team Obama by $183 million, does that mean that Team Romney won the ad war?  After all, the majority (63%) of Team Romney’s media buy came from political issue groups (who most likely paid higher rates), while the majority (84%) of Team Obama’s total spend came from the candidate (who most likely paid lower rates).  There are several major factors to consider when approaching this question.

  1. Where? Throughout the election, candidates and issue groups alike advertised in eight different swing states (CO, IA, FL, NC, NH, NV, OH, VA), give or take a few (MI, MN, PA, WI).  Were there certain states where Obama outspent Romney?  In what markets was Romney stronger than Obama?  The ad war question must be asked on a state-by-state, market-by-market basis.
  2. At what time? Advertising for the general election began the week of April 2 (when Rick Santorum dropped out) and lasted for thirty-one weeks, until November 6.  Were there certain periods of time when Obama dominated the airwaves?  How did the GOP spending surge in the last nine days of the election affect the outcome?  The ad war question must be framed in terms of time as well.
  3. On what mediums? Broadcast, cable and radio are the three media types that political candidates traditionally place on.  Who had the most sophisticated cable buy?  When did the candidates start advertising on radio? What were the most crowded broadcast markets?
  4. At what price? Perhaps the biggest question that must be asked when determining which campaign was the most effective buy is one of cost.  Were the some markets where issue groups got better rates?  Which markets skyrocketed?  What price did each campaign pay for advertisements?

In the next few weeks, I will be exploring these questions through more in-depth posts on each subject.

TV vs. Internet and Debate Viewing Habits

Tuesday, October 23rd, 2012

It seems like now-a-days, and at least for the next two weeks, politics and debates are ruling the air waves.  While television still dominates as the largest medium used to follow the presidential debates, politics and other heated statewide and congressional races, the internet (hint- click info-graphic) is making its way into the picture via the younger audience.  Most (85%) of real-time viewers watched the debate on television, however 11% of live debate watchers were watching on “dual screens,” according to a recent study done by Pew Research.  When it comes to debate chatter and next day coverage the internet is making a splash.

TV is a clear leader when it comes to live debate viewing as noted above but when it comes the internet we see as the younger age demographic matriculates to voting age (coupled with the ever growing consumer ownership of mobile devices and tablets) we are seeing a shift from TV viewing to “dual screen” viewing.  32% of those under the age of 40 watched the debate on dual screens. Meaning that instead of just watching the television those individuals were also watching online.

As we investigate a little bit further we will see that even in terms of debate coverage (during and after) the majority of the people (78%) used traditional sources such as TV, radio and newspapers to get the details. However, the gap narrows here between online and traditional- 36% of Americans got their debate coverage online or from social networking. Among those under the age of 40 the space narrows even further. Just over half (51%) of Americans under the age of 40 followed debate coverage online. That number looks more impressive against the 35% of those 40-64, and the 15% of those 65+. Imagine what those numbers will look like when our 18-39 year old crowd is 65+!

A final point on digital and its blooming relationship with the presidential debates and politics, the first debate made Twitter history.  More than 10 million tweets were made in the hour and half debate between Mitt Romney and President Barack Obama. It peaked at a surprising 2,615 tweets per second at one point.  To put that into perspective, that is more tweets than during Obama’s acceptance speech at the Democratic National Convention where he had set the first political tweet record of 879 tweets per second. Even the Olympics and Usain Bolt’s dash to victory only generated about 1,300 tweets per second and that had a global audience.  Pretty impressive numbers!  If you are in the business of advertising and politics the internet is definitely on your side.

Knocking Off the King

Monday, October 22nd, 2012

Defeating an incumbent president is a rare feat

Mitt Romney has the chance to do something that doesn’t happen very often—defeat an incumbent president.

There are only two real examples of this in modern political history. After the first Gulf War, President George H.W. Bush had approval ratings between 80 and 90 percent. The peaceful conclusion of the Cold War during his first term made Bush look like a lock for reelection.

Top Democratic figures, most notably New York Governor Mario Cuomo, passed on running against Bush. The Democratic field appeared very weak, and Bill Clinton had to survive a series of personal scandals to win his party’s nomination. But when the economy went into a recession in 1992, Clinton was able to capitalize on dissatisfaction with Bush’s economic stewardship. After a tremendously successful Democratic convention, Clinton took a 20-point lead.

Though Clinton’s lead narrowed in the fall, he defeated Bush by six points—an impressive victory over a president, who in retrospect looks rather successful.
The other case was Ronald Reagan in 1980. Jimmy Carter was in a more precarious position than Bush. His foreign policy record was marred by the festering Iranian hostage crisis. The economy had both rampant inflation and high unemployment. But in spite of his weak standing, Carter was at worst tied with potential challengers throughout most of 1980. Polls between Carter and Reagan seesawed back and forth, but until late October it was a close race. Finally, in the sole debate five days before the election, a clear Reagan win boosted Reagan to a 10-point victory.

The one other time an incumbent president lost in recent history was when Jimmy Carter defeated Gerald Ford in 1976. His loss was an anomaly. Ford had never been elected in his own right, which deprived him of one of the advantages an incumbent has—already being deemed acceptable by voters. Furthermore, Ford survived a primary challenge from Ronald Reagan by the skin of his teeth. He was a marked man politically, after pardoning Richard Nixon in the fall of 1974, and Carter had a 30-point lead in the summer of 1976—atypical of the dynamic between a challenger and incumbent. So 1976 was, at best, a victory over a semi-incumbent.

Before that, you have to go all the way back to Franklin Roosevelt in 1932 to find a challenger who was able to defeat an incumbent president. Roosevelt was able to easily dispatch Herbert Hoover, during the worst year of the Great Depression.

Many incumbents win by blowout margins. Roosevelt, Eisenhower, Johnson, Nixon, Reagan and Clinton were able to win reelection by at least eight points and often by 15 points or more. All of these presidents were overseeing economic situations that were satisfactory or clearly improving. The few incumbents to lose all had issues with economic management. If an incumbent president is overseeing a strong economy, he is almost a lock to win.

There are two other cases where an incumbent was able to win narrowly. In 1948, Harry Truman capitalized on defections from both the right and left to win an upset victory over Thomas Dewey. In this case, the economy was at the beginning of an economic expansion, and Truman likely would have lost if the election was held a few months earlier.

The other narrow reelection was George W. Bush in 2004. That election was a referendum on Bush’s anti-terrorism strategy and particularly the Iraq War. The economy was generally good enough for Bush’s reelection, but war and peace issues were the determining factor in voters’ minds.

Since the New Deal, the only politicians to defeat a true incumbent president were Ronald Reagan and Bill Clinton—likely the two best politicians in living memory. Both men were able to create a new political coalition that changed American politics. Reagan was the figure more responsible than any other for the current alignment of the Republican Party as the conservative party and the Democratic Party as the liberal party. Clinton was able to overcome a persistent Republican advantage in presidential elections and affected a strong coalition that has mostly endured to the present.

If Romney is able to win, he would be in good company. We should also be alert to the possibility that a Romney victory could mean an upending of existing political realities.

Chris Palko works as an assistant media analyst at Smart Media Group, a Republican political media buying agency in Alexandria, Va. He is a graduate of American University and George Washington University’s Graduate School of Political Management.

A version of this post was also published on Campaign and Election’s blog, Campaign Insider.

Kids May or May Not Pick the President

Wednesday, October 10th, 2012

As if getting through one Election Day isn’t enough, there is another Election Day the presidential candidates will have to endure. This election’s results are not official, but they have proven reliable when prophesying the outcome in November.

This pre-Election Day forecast comes in the form of a Nickelodeon TV special called “Kids Pick the President: The Candidates”. It is part of “Nick News with Linda Ellerbee”, the country’s longest running news program for kids. During the special, kids from across the country directly ask the candidates questions about the current issues of the election and then cast their votes for their favorite candidate. The special has earned credibility as it has predicted the winner of five of the past six elections.

In election years past, voters and election enthusiasts could tune in to Nickelodeon just weeks before the election to get a taste of that year’s impending outcome. This year, don’t make any bets off of the kid’s votes as only one candidate, Barack Obama, is participating in the special’s questioning ritual.

It is no surprise that Obama was able to fit the taping into his schedule, but is it a good move on his part? He has been recently criticized for meeting with talk show hosts and a pirate, so turning down questions from the “future of our country” could add fuel to that fire. Also, many supporters could commend him for taking the time to answer questions from people who won’t be showing up at the real polls, something his opponent cannot be praised for. On the other hand, this could be a gain for his critics as he is still being condemned for declining a meeting with the Israeli Prime Minister, so giving time to Nickelodeon could confirm opinions about the ranking of his priorities.

As for Mitt Romney, according to this article on The Hollywood Reporter website, he declined the taping with Nickelodeon because he was unable to fit it into his hectic schedule. While he may receive criticism for declining the taping, supporters can argue that Obama having more time on his hands for Nickelodeon than Romney does is a reflection of the job he’s doing in the White House. Also, by not fielding questions from citizens under the legal voting age shows that he’s not flip-flopping on his free-loaders comment. I think declining involvement in the special is a good move for his campaign, but I predict he won’t be the candidate the kids elect.

To stand in for Romney, the producers of the special will select previously taped clips from the campaign trail. The special premieres on Nickelodeon on October 15th at 8:00 p.m. and the results of the poll will be revealed on October 22nd.

How Will the Electorate Actually Look on Election Day?

Tuesday, September 18th, 2012

To followers of this presidential election, looking at the horse race can feel like a roller coaster. When viewed from certain angles and in certain perspectives, it looks like President Obama is a solid favorite to be reelected. Most public polls have him up, and he appears to be running ahead of his national numbers in the key swing states.

But viewed from other angles, Mitt Romney can seem stronger than these polls show. You can look at the changes in the overall political landscape since 2008 and conclude that Romney is being underestimated.

What is underlying these disparate views of the election is that no one is sure of what the electorate will look like this November.

2008 had the most Democratic electorate in a generation. Accordingly, Barack Obama was the first Democratic presidential candidate to earn over 50.5 percent of the popular vote since Lyndon Johnson in 1964. Thirty-nine percent of the 2008 electorate self-identified as Democrats, compared to 32 percent who identified as Republicans.

Most public polls are assuming a turnout model roughly similar to the 2008 electorate. If this was the case, Obama would certainly win. One could make the case that Democrats are more genuinely enthusiastic for Obama than Republicans are for Romney. And it does appear that Obama is running ahead of where a generic Democrat would be running.

There is another way to look at the electorate. What if the composition looked more like the 2004 or 2010 elections? In both of these elections, the Democrat/Republican self-identification was identical. In 2004, Kerry won independents by one point, but Bush was able to win by getting 11 percent of Democrats to vote for him, compared to 6 percent of Republicans voting for Kerry.

In 2010, Republicans won a larger victory because they won independents by double digits. If this was true, a Romney win would be hiding in plain sight. Most signs do not point to a 2008 repeat in turnout disparity, but a top to bottom look at races across the country also doesn’t seem to point to a 2010-style Republican wave either.

Most of the uncertainty over where the state of the race is and will be on Election Day is over the partisan makeup of the electorate. Around 95 percent of those who identify with a party will vote for that party’s presidential candidate. Because this is such an ingrained preference, approximating the correct partisan breakdown of the electorate is the most critical part of getting an accurate view of the electorate. If pollsters presumed a 2008 turnout model but the actual election revealed a 2004 model, then there would be a large disparity between final predictions and the results.

Besides partisanship, the weighting of racial groups is also very important for determining the outcome. In 2008, 13 percent of the electorate was African-American—an outsized turnout compared to past elections. In 2004, African-Americans were 11 percent of the electorate. Because African-Americans are nearly unanimously in favor of President Obama, a one percent change plus-or-minus in the share of the electorate can make a great difference.

Hispanic turnout is also something to watch. Even though the Hispanic share of the population is increasing, the share of the electorate that is Hispanic has remained stuck at 8 to 9 percent since 2004. If Hispanic turnout stays the same or, as some reports suggest, declines then that can be a determining factor in a series of swing states like Florida, Colorado and Nevada.

Other subgroups can turn the election based on their relative share of the electorate. The 18 to 29-year-old vote was 1 percent greater in 2008 than in 2004. A reversion to past turnout levels would hurt President Obama. The proportion of the electorate that is married or single is worth watching, since marrieds tend to vote Republican and singles tend to vote Democratic. The religious composition is also of importance since nothing for white voters will predict political partisanship better than church attendance. Shifts among these subgroups are also to be looked at for hints of the final outcome.

No one can be sure of what the electorate will look like come November 6. The drama of this election is due to this above all else.

Chris Palko works as an assistant media analyst at Smart Media Group, a Republican political media buying agency in Alexandria, Va. He is a graduate of American University and George Washington University’s Graduate School of Political Management.

A version of this post was also published on Campaign and Election’s blog, Campaign Insider.

The Parody Platform

Wednesday, August 15th, 2012

When Mitt Romney officially made the announcement that Paul Ryan would be his running mate, the usual questions regarding a VP candidate’s influence on the ticket ran through my head:

What is his experience?

What are his qualifications?

Does he have the ability to serve the nation as President if necessary?

Who will play him on Saturday Night Live?

I obviously put the most thought behind the last question. I couldn’t help it. Of course I care about the other three questions, but I assume they’ll be answered through the explosion of parodies and skits that is sure to come this fall. I mean that’s the real way we get to know our candidates, right? OK, well sometimes it definitely seems that way…how else was I supposed to know that Barack Obama is really Middle Eastern or that Sarah Palin is really Tina Fey?

The 2008 election is well-remembered for its hilarious SNL skits. In fact, the skits gained so much attention that in the month leading up to the election, NBC aired three SNL Weekend Update Thursday specials that were fully devoted to political parodies surrounding the 2008 election. Moreover, the skits became so popular that the actual candidates made guest appearances on the show. It was like they had no choice! It quickly became clear that these skits and impressions had a real influence on the election.

This time around, the candidates are prepared for the parody mayhem that is sure to ensue. Does the thought (perhaps worry) of the impending influx of skits and impressions affect the candidates’ decisions now? I imagine that it does. Comedic impersonators can exaggerate the candidates’ mistakes and quirks and even put words in their mouths. Candidates (and their staffers) now have the task of trying to prevent the comedians from saying anything seriously harmful to their campaign and of being able to easily dismiss any unfavorable messages. The first step in this may be finding a running mate who isn’t so “quirky”.

Let’s be honest—the Sarah Palin impressions totally stole the show during the 2008 election season. Palin was almost too easy to impersonate. 1) She’s from Alaska. It’s a pretty “obscure” state that many Americans aren’t as familiar with, so, it is likely their knowledge of The Last Frontier is largely based on popular culture and stereotypes. 2) She has a distinct accent. 3) She bears a striking resemblance to SNL veteran Tina Fey. Writers had a lot of material to work with. Paul Ryan (at least so far) has not provided them with the same kind of ammo. There’s still time, of course, but look at the guy. Look at all of the candidates and their running mates. Do any of them have that “character” quality that Sarah Palin has?

The weight that the parodies, skits, and impressions have on public opinion makes me wonder if “ability to be portrayed positively when parodied” has become one of the criteria a Presidential candidate looks for when selecting his running mate. Maybe, maybe not. Either way, there is definitely no denying that these parodies do have a legitimate effect on people’s views of candidates and their running mates.

Anywho, to finally answer the question “Who will play Paul Ryan on SNL?”, I’m placing my bet on Taran Killam. I can’t say that is a completely impartial opinion, though…I was (still am) a HUGE fan of the movie Stuck in the Suburbs

What the Ryan Pick Says About Romney’s Fall Strategy

Monday, August 13th, 2012

Whether Mitt Romney’s selection of Wisconsin Rep. Paul Ryan as his running mate turns out to be brilliant or disastrous, it does offer some insight into how the Romney camp is approaching the fall. Here are five takeaways:

The Midwest is the key to victory: Choosing a congressman from Wisconsin is a sign that the Romney campaign views winning the Midwest as the key to victory.  Roughly half of the states that figure to be in play in the fall are in the Midwest and Ryan is better suited towards those states than almost any other possible pick.

In 2010, Republicans swept nearly all of the statewide races in the Midwest and the Romney campaign is striving to replicate that strong showing. It’s also a signal that Romney intends to fully contest the Democratic-leaning swing states of Wisconsin, Michigan, and Pennsylvania.

White Catholics are a major target group: In addition to being from the Midwest, Ryan is also a Catholic. Coincidentally, much of the swing vote in these Midwestern states is Catholic. In 2008, John McCain won the white Catholic vote 52 percent to 47 percent and lost all of the Midwestern swing states. In 2010, Republicans won white Catholics 59 percent to 39 percent, according to House exit poll data.

Without this large shift among white Catholics, Republicans could not have won races for governor in Pennsylvania, Ohio, Michigan, Wisconsin, or Iowa. If Romney can do as well among white Catholics as Republicans did in 2010, then he can start measuring the drapes in the Oval Office.

The riskiest move would have been to play it safe: Even major supporters of the Ryan pick will admit to it being a risky choice. The reduction in entitlement benefits that is part of the Ryan budget plan is the greatest reduction in government benefits proposed by a political figure since Barry Goldwater in 1964. Goldwater was trounced in part due to ideas like making Social Security optional. Ever since, proposing any reduction in entitlement programs have been considered the “third rail” of politics.

But embracing Ryan is less drastic than appears at first. It didn’t matter who Romney picked to be his number two, the main Obama attack on Romney this fall was going to be over Medicare anyway. And if you are going to be attacked for slashing Medicare, you might as well have the person best equipped to explain the details on your ticket.

A referendum on Obama isn’t the best strategy: Many have thought that this election would be a referendum on Obama’s presidency, particularly his handling of the economy. It has been thought that this would be the best strategy for Romney, considering that unemployment is currently above eight percent and that any recovery has been anemic at best.

It could be said that the worst thing for Romney is to have an election that is petty, trivial, and personality based. A personality contest between Obama and Romney could very well go in Obama’s favor. The direction of the campaign over the past few weeks has suggested as much. Adding Ryan to the ticket changes the dynamic. It has already reoriented the campaign away from personal attacks and to arguments over spending. There’s no guarantee of success in a contest of ideas, but it’s far sturdier ground to stand on.

Base enthusiasm is essential to victory: While winning over independents is the bread and butter of electoral politics, it is not the only consideration for building a winning coalition. Having a strong turnout from the base is also essential. The 2004 presidential election was famous as a duel between George W. Bush and John Kerry to increase their supporters’ turnout. Bush was able to win in 2004 because he was able to turn out the Republican base a bit better than the Kerry camp turned out Democrats. In 2008, Democratic enthusiasm was through the roof while Republican turnout fell off.

Picking a strong conservative like Ryan means that Romney feels that he needed a boost in conservative enthusiasm. To look at the very large turnout at the first Romney-Ryan appearances this weekend, it succeeded.

Chris Palko works as an assistant media analyst at Smart Media Group, a Republican political media buying agency in Alexandria, Va. He is a graduate of American University and George Washington University’s Graduate School of Political Management.

A version of this post was also published on Campaign and Election’s blog, Campaign Insider.

Summer 2012 Olympics: A Golden Advertising Opportunity

Monday, July 23rd, 2012

With the Olympic Opening Ceremonies only a few days away, viewers across the country and the two presidential campaigns are gearing up for the non-stop television coverage.  President Obama’s ad team has already placed $6.5 million on an Olympic package on the national NBC networks, while Romney’s Restore Our Future PAC booked $7.2 million on local NBC affiliates in 11 battleground states according to Politico. Here in the Washington DC market, the various Pro-Romney PACs placed $665k, more than half their budget, on the NBC affiliate during the Olympics.  These campaigns are well aware of the golden opportunity the Summer Olympics presents.

Historically, viewers are glued to the screen for the two week athletic spectacle and are a great platform for political advertisements. According to Nielsen research, 87% of Americans and 70% of the world’s population watched the Beijing 2008 Games. Viewing habits even change, as 76% of viewers “stay up later than usual” and 48% “change their routine” because of the Olympics, according to a Keleman and Associates Survey.  The message of the ad lasts longer as well, since Nielsen reports a 78% increase in brand recall and 68% jump in message recall during the Olympics.  Meanwhile the NBC affiliates enjoy a 306% increase in ratings while cable offers 554 hours of live coverage over four networks.  These increased viewers are also the coveted targets for the campaigns. According to Arbitron research, individuals who watch Olympics are 79% more likely to contribute to a political campaign, 13% more likely to vote in a presidential election, and 9% more likely to be registered to vote.

Even with all the money and attention shown to the two week event, it is still an efficient way to reach viewers. In the DC market, it costs $1000 for a primetime spot on the NBC sports cable networks during the Olympics for a 1.0 rating, compared to $1400 for a .7 rating on Fox News, and $1540 for a .4 on CNN during the same time. Meanwhile on broadcast, a spot on the late local news immediately following the Olympics gets a 7.4 rating for $5000, compared to reruns of the Office for a 2.7 rating for $8000 during the rest of the summer.  While the campaigns are spending millions, they are reaching millions of potential voters in return.

In addition to audience and cost efficiency opportunities, the Olympics provide unique messaging possibilities for the campaigns as well. Viewers tuning in to root for American athletes will be turned off by negative ads that have become the staple of political advertising. Therefore, the Olympics offer a reprieve as the campaigns turn to patriotic optimistic messaging with plenty of red white and blue in the background. In particular, the Romney campaign will most likely focus on his positive role in the 2002 Salt Lake City Winter Games, while Michelle Obama will lead the U.S. delegation to the opening ceremonies.

Both campaigns realize this golden advertising opportunity and hope to be standing on top of a podium in victory as well come November.