In the midterm ad wars, Republicans are spending more to get less

Republicans are pouring far more money into Senate advertising than Democrats in the closest races, yet getting comparatively little extra exposure for it. AdImpact figures show that across nine top-tier contests last month, Republicans put $233 million into broadcast TV against $121 million for Democrats, but gained only around 40% more rating points, according to CNN.

The gap stems from how each side buys. Outside groups such as super PACs supplied about 9 in 10 Republican ad dollars, versus roughly half for Democrats, and those groups pay higher rates, often for late purchases when airtime is scarce. Democrats lean on cheaper candidate rates and earlier reservations. The cost per gross rating point was $201 for Democrats and about $274 for Republicans. Lauren French of Senate Majority PAC said a February purchase stretches much further than one made in September.

North Carolina shows the effect. In September, Democrats backing Roy Cooper earned more than 71,000 GRPs to roughly 58,000 for Republicans behind Michael Whatley, despite spending less, and Republicans began trimming about $15 million in bookings in early October. In Texas, where Republicans outspent Democrats more than fourfold, they earned just 2.6 times the GRPs.

Summarized by PolitiKool from CNN’s reporting. Read the full story at CNN →