They all say it at the end of their television ads, and we all know what the tagline means when we hear it. “I approve this message,” means that the politician not being bashed is good with the commercial that just aired. Good with what the message conveyed, how it was made, and how it was brought to air. The closer we come to an election, the more we exclusively see such commercials, and the less we see messages from Sid’s Vacuum Repair and Gloria Shultz’s Realty. Just try spotting a local air condition repair company’s ad in the local news one week before an election.
Now you may agree with what was said in the ad, or you may not. That will depend on the letter that is printed on your voter’s registration card. There is one thing that is not contingent on party affiliation, however. The guy who paid to put that ad in front of you can not be trusted. That person is reckless, arrogant, dangerously egocentric, and the proof of this is stacked up right there in the broadcast of the ad itself.
But first, a little TV Ratings 101:
TV’s current system of measurement is the Nielsen Ratings. It tracks television viewing habits by monitoring actual TV watched weekly, monthly, daily and hourly in homes from across the country. The way they rate the popularity of a show is based on how many people just watched it. The viewership level of the show is expressed in ratings points, and a rating of a 1.0 means that approximately 1% of the viewing area was measured viewing a particular show.
Advertisers place a dollar value on a ratings point, but what they will pay per point, is based on which viewing population is being purchased. In other words, they aren’t going to pay as much for 1% of Gainesville, FL as they will for 1% of NYC. Once a ratings value has been assessed, it is declared to the TV station.
“We are willing to pay $200 per point in your market for prime programming (M-Sun, 8-11P), and we would like to buy that show you have on at 8PM on Wednesdays that gets a 3.0 rating, so here is $600.”
3.0 Rating x $200 = $600
There you go. Now you can buy or sell TV advertising anywhere, and make a pretty good living because this is pretty much how the business is conducted 24/7 all year, every year… except in an election year. Since local network stations are all regulated by the Federal Communications Commission, effective laws allow a buying environment where politicians may dominate all commercial breaks with dollars.
Now, make no mistake, money talks in media’s world of advertising, and if Sid’s Vacuum is paying $100 for a commercial and Gloria Shultz’ realty agrees to pay $200 for the same sold out show, it’s bye-bye Sid. That is the trade of TV.
By the time an election season hits around twenty road signs per intersection, however, the politicians that you can’t get away from are shelling out $600 for the same ad that Sid paid $50 for. Bye-bye Sid again. And that $600 ad that Gloria bought in her favorite show, “So You Think You Can Dance” was just blown out by the campaign for “Gigantic Ego for Governor.” Cost per point be damned.
And just to throw a little salt in the wound, the FCC mandates that if $600 was the ceiling cost for “So You Think You Can Dance,” set by the TV station, “Gigantic Ego for Governor” only has to match Gloria’s $600 price to kick her butt to the curb.
“What will it take to run?” is what is asked. “How much do I have to pay to be in that show?” “What’s the highest rate?”
5x, 8x, 12x what any sensible advertiser will or can pay for the same show, it simply doesn’t matter, because the politician’s election into office is what is at stake. The excessive buying pattern on TV comes across looking somewhat similar to the man leaning over a gas station newspaper box, scratching the fifty lottery tickets he bought to increase his odds of winning.
Pay the most money, buy more ads, get elected, win the prize.
But don’t worry, the election is over, and you’re guy is in. Thank God! That other guy was a crook, right? He would have ruined the county, the state, the whole country. It was a good thing your guy did all that advertising.
Now, it’s onto all those great ideas. He’s got things to prove, and there is nothing more important post election, than getting all those policies passed, those bills voted in, his agendas validated.
Spend the money! Price be damned!
- (Florida candidate for Governor) Rick Scott’s campaign bought $2 million worth of TV advertising Wednesday, busting the gubernatorial campaign’s $24.9 million spending cap — despite previous pledges to stay within the limits. — St Petersburg Times
- Democrat Barack Obama, who rewrote the book on presidential campaign fundraising, amassed more than $745 million during his marathon race, more than twice the amount obtained by his rival, Republican John McCain. — MSNBC.com
- George W. Bush and John Kerry pulled in a total of $653 million in the 2004 primary and general election campaigns, including federal public financing money. — MSNBC.com