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Dante Scala: New NH Television Buy Stats

Topics: 2008 , The 2008 Race

Slightly off topic, but nonetheless important to those of us watching the poll trends: University of New Hampshire Professor Dante Scala has some useful information posted on his Graniteprof blog on the size of various candidate advertising buys on New Hampshire's WMUR.

The most helpful fact: John McCain's buy for next week is $72,700 for 99 spots. Mitt Romney's buy over the same period is $158,825 for 140 spots (his "highest to date for 2007"). McCain's buy, he adds, "includes McCain's ‘Woodstock' ad, although I am not sure how many times that particular spot will run in the next week."

If we assume that the McCain campaign has shifted their entire buy to the Woodstock ad, it tends to confirm the report from The Atlantic's Marc Ambinder:

A McCain adviser insists that this ad buy is real -- in other words, it's not a video press release (from a campaign with... not much money) designed to convince us naive press folks into running it for free. The buy, the adviser said, is "substantial" and statewide.

It is worth noting that Manchester's WMUR (an ABC affiliate) is New Hampshire's only commercial network affiliate. As such, it is the most efficient and affordable part of a candidate's New Hampshire media buy. A complete New Hampshire buy also includes much more expensive time on the Boston stations that reach most New Hampshire households.

Scala also provided similar data on the Democrats two weeks ago showing weekly buys of $203,825 and $117,970 for Obama and Clinton respectively, with nothing on WMUR in October from Richardson, Dodd or Biden (as of two weeks ago, all three aired spots earlier in the year).

Correction: the original version of this post had the wrong affiliation for Prof. Scala.

 

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