Ad War Update: Let The Games Begin

Jul 26 2012 @ 8:00am

Priorities USA, the pro-Obama Super PAC, released an Olympics-themed TV ad hitting Romney with outsourcing/hidden wealth rhetoric in four states (UPDATE: YouTube has taken down the original video over a copyright claim by the International Olympics Committee, but we've embedded another copy – at least until it gets taken down too):

PolitiFact deems the line "Thousands (in China) owe their jobs to Mitt Romney's companies" a half-truth. Meanwhile, in "didn't built that" news, the RNC somehow thinks that adding subtitles to Obama's full speech makes it worse, while Rove's Super PAC American Crossroads reprises the attack, SportsCenter style:

American Crossroads also learned the perils of using stock footage when Julia Nutter discovered that the group used actors as the small business owners in its "Build" ad. Speaking of staged, the Romney campaign cut together footage of his NAACP speech with audience members looking sympathetic and added a little inspirational music and black supporters' testimonials:

Over in the analyst world, Ad Age provides a bit of perspective on how successful Romney singing "America The Beautiful" can be online:

Here's one way YouTube is getting more like TV: negative political ads. The latest, "Firms" from President Barack Obama, takes the No. 3 spot on the Viral Video Chart this week and is the first political ad to make the top 10 this election season. … The ad debuted on last week's Chart at the No. 10 spot with over 600,000 views. This week it climbed up the rankings with 1.4 million views. [Third-party internet video analyst] Visible Measures notes that of those views, 150,000 were a result of paid media. "Firms" also ran on TV in nine swing states.

Ad Week rounds up spending, indicating that the top five political ad markets are (in order): Cleveland, Las Vegas, Denver, Tampa, and Orlando:

Despite the limited number of battleground states, political ads are already causing grief for ad buyers, who must contend with tightening inventory in a political ad field that also includes congressional and state races. "We’ve had to fight in some markets to keep our spots in," said Ellen Drury, managing partner and president of local broadcast for GroupM. One sure sign things are ramping up: TV stations are alerting her about inventory tightening up. "The first five months of the year, we didn’t get those calls,"

Ad War archive here.