October 7th, 2008
11:58 AM ET
10 years ago

Ad spending by independent groups rises in race’s homestretch

Ad spending by independent groups has risen the closer we get to November 4th.

Ad spending by independent groups has risen the closer we get to November 4th.

NASHVILLE, Tennessee (CNN) - Pundits may have spent the year declaring the passing of the 527 era - but the view from primary states this month is beginning to make the reports of that death look just a bit premature.

Insomniacs and second-shift workers tuning into Pittsburgh’s WTAE early Saturday morning saw a two-minute commercial claiming that Barack Obama “arrogantly mocked” the Bible in a 2006 speech on religion.

In a recent ad for the California Nurses Association that aired in battleground states, an image of 72-year-old John McCain flashed on the screen as a woman sang “One Heartbeat Away” – a not so subtle dig at the Republican presidential nominee’s age. The goal was to put doubt into voters’ minds about Sarah Palin’s ability to step in as commander-in-chief if something were to happen to McCain.

Veterans for Freedom has begun a multi-million dollar ad campaign against Barack Obama that accuse the Democratic nominee of caring more about his campaign than about troops in Iraq and Afghanistan.

And BornAliveTruth.org, an anti-abortion group, is taking aim at Barack Obama with a television ad featuring a 31-year-old woman whose mother underwent a late-term abortion procedure unsuccessfully: if "Obama had his way, I wouldn't be here," says Gianna Jessen in the new spot.

For the most part, these independent groups, many of which are called 527’s for their designation in the IRS tax code, had been relatively minor players during the 2008 presidential election season, as ambitious attempts to organize major donors mostly foundered due to a lack of interest.

At this time four years ago, independent groups had spent $120 million on commercials for the presidential race compared to the $13.2 million invested so far in this race, according to an analysis of political television ad spending conducted for CNN by TNSMI-Campaign Media Analysis Group.

So far this election cycle, spending by anti-Obama and anti-McCain groups is dead even with each totaling $6.6 million so far this election cycle. In the last two weeks, Republican issue groups have spent $2.3 million, while Democratic issue groups have accounted for about $1 million.

But there has been a recent uptick in the frequency of third-party funded ads, said Evan Tracey, CNN’s consultant on television advertising. MoveOn.org and the Service Employees International Union, which support Obama, announced major new ad campaigns last month. So did the anti-Obama conservative American Issues Project. And the pace is picking up: Six new groups have unveiled ads since Friday.

“What we have seen over the past five days is indicative of what we are going to see a lot of in the next four weeks,” said Tracey, chief operating officer of Campaign Media Analysis Group.

The strategy for many of these independent organizations is to make an impression with deep-pocketed donors who can help fund the ad and take it to a new level.

In fact, PHForAmerica asks viewers to “help air this ad on TV as often as possible” by making a donation to the organization.

“Even though an ad buy might be small now, remember these groups are auditioning right now for late donations to take these ads to a larger scope,” Tracey said. “Remember, the Swift Boat original ad buy was less than $1 million and ran in only a handful of small media markets.”

PHForAmerica’s ad first appeared as a Web video on YouTube, and drew a sharp response from the Obama campaign, which said it was “full of outright lies” and predicted the ad would never see air. Even though the ad had low production quality, it did run at 1:24 a.m. ET - and the head of the group said it will continue to do so, if only for now in the wee hours of the morning.

In the Wild, Wild West of political ads, accuracy is not always important and with 28 days remaining before Election Day – expect more independent groups like PHForAmerica to take to the airwaves. The mission: act as a disrupter, try to knock an opponent off-stride and in many cases call into question a candidate’s character, his patriotism - even his health and mental status.

In one 30-second ad from Brave New PAC and Democracy for America released in mid-September, McCain's fellow prisoner of war Philip Butler described the Republican nominee as "unfit to lead" - making the spot one of the first to mention McCain's POW stint in a negative context.

Last week, the conservative group Judicial Confirmation Network launched a TV ad that featured Barack Obama's ties to the Rev. Jeremiah Wright, the controversial pastor who nearly derailed the Illinois senator's presidential bid last spring, and tied Obama to William Ayers and convicted developer Tony Rezko – tough attacks which have become central elements of the McCain-Palin message against Obama in recent days.

None of these groups are allowed to communicate or coordinate with the campaigns in any way because of federal campaign finance regulations.

Both Obama and McCain were highly critical of independent expenditure groups during their respective primary contests, but the candidates have refrained from condemning the wave of new ads.

And as the 2008 campaign heads into the homestretch, and the focus shifts to turning out the base, these independent groups will likely pour millions more into last-minute ad buys. “These are going to have highly inflammatory rhetoric that is going to be steered at base voters in swing states,” said Tracey. “They want to fire up the single issue voters.”

Filed under: Candidate Barack Obama • John McCain
soundoff (206 Responses)
  1. idiots for McPalin

    tainopower = no brain power

    October 7, 2008 04:30 pm at 4:30 pm |
  2. Rachelraye49 - MD

    This is outrageous how could anybody in their right minds say some of the most ridiculous things about Senator Obama. It just doesn't make any sense. If you don't want to vote for him then don't. We live in America but stop telling lies. We all know people and some have them in their own family who have done things when they were younger and regret it to this day. God is the only judge that matters not man nor woman. We are so quick to think the worst. You explain to me how Obama is guilty of being terrorist because he lives in the same neighborhood as an American terroist. We have terroist right in this country. Do anybody remeber Timothy McVeigh? What he done was just as bad. So all the people that knew him including his school teachers are terroists. Some of you make me so sick.

    October 7, 2008 04:31 pm at 4:31 pm |
  3. shawn breish

    Berry Hussein Obama is fooling America!!! He is coasting along thriving on the weak and prying on peoples worry over the economy, making promises that he cant keep!!! after all these bailouts!the war! their is no more money!!! Berry wants universal health care for everyone when the fact is, NO MONEY!!! NOW !!! He is saying vote for me!!and will give you another stimulus check,THIS IS A OBOMANATION!!! Will not be fooled!!! MCCAIN/PALIN/08

    October 7, 2008 04:32 pm at 4:32 pm |
  4. TImothy

    Mccain/Palin is teaching thier supporters to Hate by screams at a camp "KILL HIM" and TERRORIST ask yourself do we want leaders like that?

    October 7, 2008 04:34 pm at 4:34 pm |
  5. idiots for McPalin


    get some real talking points: Tainopower,Rob and ACORN + Obama = stealing election

    October 7, 2008 04:35 pm at 4:35 pm |
  6. Texas Straight Talker

    Sticking with the issues and not going negative has been the key to Senator Obama's success. The majority of voters appreciate a candidate who talks about our issues instead of using each and every opportunity to bash the other candidate. Our economy has never in my lifetime been this bad and so the last thing I need to hear from ANY candidate is negative attacks about the other.

    October 7, 2008 04:36 pm at 4:36 pm |
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