Skip Navigation

Close and don't show again.

Your browser is out of date.

You may not get the full experience here on National Journal.

Please upgrade your browser to any of the following supported browsers:

Explaining Early Ad Buys Explaining Early Ad Buys

NEXT :
This ad will end in seconds
Close X

Not a member or subscriber? Learn More »

Forget Your Password?

Don't have an account? Register »

Reveal Navigation

 

Explaining Early Ad Buys

The committees face a tricky balancing act, said Carl Forti, who will buy ads for both the Republican-backing American Crossroads super PAC and Restore Our Future, the pro-Mitt Romney super PAC. On one hand, buying advertising early locks in a price and guarantees a spot in the market before inventory runs out. On the other, an early buy reveals a lot about one's strategy. "Buying early may save you a little money, but it also commits you to a strategy," Forti said. "So you have to choose if you want to save some money or if you want flexibility." Both committees made their buys much earlier in the cycle than they ever have before, essentially giving their rivals more time to plan for the pending onslaught and make their own buys. And they're not alone -- Rep. Tom Latham, the Iowa Republican locked in a tough fight against Democratic Rep. Leonard Boswell, has already reserved $1.5 million in television time between August and Election Day, his campaign said Wednesday. In an ordinary year, we don't get a full picture of how a party committee or campaign will advertise until much later in the cycle. This year is so far from ordinary that the battle lines are probably going to be set far earlier.

Don't Miss Today's Top Stories

Chock full of usable information on today's issues."

Michael, Executive Director

Concise coverage of everything I wish I had hours to read about."

Chuck, Graduate Student

The day's action in one quick read."

Stacy, Director of Communications

Great way to keep up with Washington"

Ray, Professor of Economics

Sign up form for the newsletter
MORE NATIONAL JOURNAL