Why Romney Pays More for TV Ads

Politico looks at the unusual TV-buying strategy by the Romney campaign.

“Unlike other presidential campaigns, which typically outsource their ad reservations and placement to specialized firms with large teams that know how to make the most of the complicated FCC payment procedures, Romney does all his TV buying in-house through a lean operation headed by a single chief buyer.”

“The campaign rarely buys cable ad time, focusing overwhelmingly on broadcast television. Romney places his commercials on a week-to-week basis, rather than booking time well in advance, and typically pays more so that his ads don’t get preempted and to spare his campaign the hassle of haggling over time as prices rise.”

First Read: “If Obama ends up winning the presidential contest, it could very well
come down to this: Team Obama has a tactical advantage over Team Romney,
and that’s especially true when it comes to advertising strategy.”