Don’t Touch that Dial:
Candidate Ad Spending Before (and After) the March 2006 Primary
*Updated July 25, 2006
Candidates in the March Primary election spent nearly $12 million
to broadcast more than 8,500 TV ads to the Chicago market. But while
the primary ended on March 21, the ads have not. Gov. Blagojevich,
in a highly unusual move, continued to air spots after the primary.
All told, candidates spent upwards of $15 million in the first half
of 2006 in the Chicago market alone.
Spending on Chicago TV stations in the 2006 Primary
Over the course of the primary, four TV station in Chicago billed
over $1 million for political ads. WLS (ABC- Channel 7) led the
pack with $4.2 million in billings, followed by WMAQ (NBC –
Channel 5) with $3.0 million.
Total Ads Broadcast on Chicago TV stations in the 2006 Primary
Ironically, the top spenders on ads all lost the primary. Republican
gubernatorial candidate Ron Gidwitz spent over $2.4 million during
calendar year 2006, only to finish fourth in his race. Cook County
Board President hopeful Forest Claypool spent $1.9 million, but
he, too, came up short at the ballot box. Gov. Blagojevich was the
only of the top three spenders who won his primary.
Immediately after his primary victory, Gov. Blagojevich continued
to air spots. These post-primary ads have come in waves, the third
of which ended on July 3.
- The first wave, which began immediately after the primary
and continued through mid-April, featured 30-second spots. In frequency
and distribution, this wave was largely similar to the pattern he
established in the primary, with a high concentration in news and
public affairs and daytime programming. This wave included 453 ads
at a cost of $732,000.
- The second wave, which began in late-April and ran for about
three weeks, featured 15-second spots bookended during ad breaks,
including 1,365 ads at a total cost of $1.2 million.
- The third wave, which ran from June 2 through July 3, appears
similar in placement to the second: 15-second spots bookended during
public affairs, news, and daytime programming. This wave included
1,764 ads at a total cost of $1.5 million.
All told, the governor has now spent more after the primary than
before; this calendar year, he has spent nearly $5 million running
ads in the Chicago market alone.
Blagojevich Ads on Chicago TV Stations After the 2006 Primary
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