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August 06, 2012

The Saturation Point

First Read: "Last week, the campaigns, political parties, and outside interest groups spent almost $40 million in TV ads in the presidential contest, according to ad-spending data from SMG Delta. And this week, with the Americans for Prosperity $25 million buy for the next month (which breaks out to some $5 million per week), that number could very well jump up to $45 million or $50 million -- in August. And in just 8-12 battleground states."

"We often struggle to find the words to describe UNBELIEVABLE amounts of money being spent on this presidential race. But close to $50 million in a week is absolutely stunning. It's also unchartered territory. Are there diminishing returns on this advertising? Do ads become less effective? How do you break through the clutter? We just don't know. But here's one thing we do know: At some point, no matter how much more water you put on a towel, it becomes harder to make it wetter. That's why they call it saturation."


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