TV ad war begins over health overhaul

updated 12:26 p.m. ET July 6, 2009

WASHINGTON - Staring at the camera, Shona Holmes says a brain tumor would have killed her had she relied on her Canadian, government-run health plan that would have provided treatment far too late. "Now, Washington wants to bring Canadian-style health care to the U.S.," a narrator says darkly.

The television ad from a conservative group is dramatic — but deceptive.

In fact, President Barack Obama and Democrats pushing to overhaul health care want to create an optional, government-run plan to compete with private insurers but not replace them. As Obama told a health forum last week, "We're not suddenly just going to completely upend the system. We want to build on what works about the system and fix what's broken about the system."

The ad is part of a handful of commercials that are expected to grow this summer in both numbers and criticism as detailed health bills emerge from Congress and dozens of interest groups, companies and labor unions tussle over influencing lawmakers.

Millions spent on TV ads
Through June 27, $31 million has been spent for roughly 47,000 TV ads on health care this year, says Evan Tracey, president of the Campaign Media Analysis Group, a firm that tracks issue advertising. That's double the roughly $14 million the insurance industry spent in 1993 and 1994 for the famous "Harry and Louise" ads credited with helping kill President Bill Clinton's health care drive, but a fraction of the $250 million Tracey guesses will ultimately be spent this year.

Hoping to shape the early debate, the initial ads are "really being aimed at some people in the administration, some people on Capitol Hill, a whole bunch of reporters, a few bloggers," Tracey said. As Congress' direction becomes clearer and interest groups seek public support, "then I think you're going to see the spending go on a hockey stick curve straight up," he said.

So far, Tracey said about $15 million has been spent on ads favoring the Democrats' push to revamp the health care system and $4 million to oppose it. Another $12 million has gone to ads generally favoring better health care — nearly all of it by the Pharmaceutical Research and Manufacturers of America, representing drug makers, which hopes its market will expand if more people have insurance.

These figures might be too low, with several groups reporting higher figures reflecting costs Tracey doesn't track.

'It's setting the table'
Ken Johnson, spokesman for the pharmaceutical group, says the association has spent tens of millions on television ads since late 2008, thanking lawmakers for supporting previous health initiatives or urging them to support a comprehensive effort this year.

"It's conditioning the environment, it's setting the table for the debate to come," he said.

The ad with Shona Holmes — who says she borrowed and saved money for a crucial operation in the United States — exemplifies how groups are intent on bending the debate toward their agendas.

Its sponsor, Patients United Now, is an offshoot of the Americans for Prosperity Foundation, a privately funded, Washington-based conservative group that believes in limited government and cutting taxes. Among its directors are businessman and conservative activist Art Pope and James C. Miller, a top Reagan administration official.

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