Early campaign ads intensify 2008 election

updated 2:51 p.m. ET May 27, 2007

WASHINGTON - Using humor, attitude and the occasional put-down, some presidential candidates are filling the airwaves with ads to stir activists and create an early, positive brand for their campaign.

Mitt Romney has assembled a narrative with nearly $4 million in ads this year that have helped propel him from near obscurity to the top of GOP public opinion polls in two early nominating states, Iowa and New Hampshire.

Democrat Bill Richardson, perhaps drawing confidence from Romney’s experience, is buying significant advertising time in those states. He is running ads that spoof his second-tier status in the field despite a resume with extensive government experience. His poll numbers also have improved.

Those ads, as well as smaller buys of air time by Democrats Christopher Dodd and John Edwards, point up the intensity of the early stages of the 2008 race. They also represent a more sophisticated and integrated approach to underdog campaigning than in past elections.

Romney, Dodd and Edwards have shown an ability to react to news events, linking their ads to legislative action in Washington on Iraq or on immigration. Edwards has tied his commercials to his Internet site, calling on viewers to create their own video responses to his anti-war message.

The 30-second spot is king
The current reliance on advertising also sends an indisputable message — the 30-second television commercial remains the warhorse of political campaigns.

Despite an array of new Internet technology to communicate with supporters, galvanize activist and tap contributors, one of the chief reasons campaigns raise money is to pay for television.

“All the talk about the Internet and YouTube, the (candidates) who are performing best in the polls are the ones putting their money on old-fashioned television spots,” said Evan Tracey, chief operating officer at TNSMI/Campaign Media Analysis Group, a company that tracks political advertising.

“It’s still the — I wouldn’t say the 800-pound gorilla — but how about 650-pound?” said Alex Castellanos, Romney’s top media adviser. “It’s still the way you talk to everybody. That does not mean now that it’s enough. You certainly have other channels of communication to deliver a message. But it does not make any of the old ones any less powerful.”

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