This is the first presidential election in over 50 years that neither an incumbent president nor vice president is running for the top office. This left the field wide open, and initially more than 20 candidates emerged. The first states to hold caucuses/primary elections were traditionally Nevada, South Carolina, New Hampshire and Iowa. Both Michigan and Florida decided to shake things up this year and hold January primaries. Unfortunately for the Democratic candidates, the Democratic National Committee sanctioned both states by not awarding delegates for these two primaries and asked the candidates to not spend money on advertising in those states.
Many were hoping that both major political parties would have clear candidates by the end of February or at least early March. Super Tuesday results and Mitt Romney’s stepping down places McCain as a clear front-runner. On the Democratic side, it continues to be a very close race between Clinton and Obama, although Obama has swept the most recent 11 contests, which included 10 states and US citizens overseas. It is presumed that either candidate needs to win both Ohio and Texas to stay in the race. And if this battle lingers after the March 4 TX and OH primary elections, the nomination process could invoke the usage of the Super Delegates to make the final determination on the DNC presidential candidate.
Local advertising media were eagerly anticipating political season and budgets were expected to be in the stratosphere — especially since so many candidates were lined up at the starting gate. Of course, Michigan and Florida did not receive nearly the level they had expected due to the DNC sanctions, although they did receive spending from the Republican camps.
Many Super Tuesday states clearly favored one or two candidates (e.g., Clinton in New York), so spending was less than the planned amounts in several states. Also, candidates are now using network cable as a media, shifting dollars from other media.
Primary elections and caucuses are the preseason to the general election. Planning, placing and maintaining media during this political season can be done, but flexibility is key. Open communications are necessary as we navigate through these choppy waters, and look forward to November 4, 2008.
They say that all candidates, winners and losers alike, take a much needed vacation after the general election. At that time, we’ll be able to take a step back, analyze and prepare for 2010 and 2012.
Authors: Lorne Lambert, Local Broadcast Director
Marge Pistulka, Local Broadcast Buying Strategist
