News Column

Richardson Ranks Second in TV Advertising Race

July 6, 2007

New Mexico Gov. Bill Richardson is hoping his face time in local TV advertisements will pay dividends during the Iowa and New Hampshire primaries as the Hispanic Democratic candidate makes his run for the White House.

Gov. Richardson has run the second-largest amount of local TV ads compared to other presidential hopefuls with 2,232 through June 10, concentrating most of them in Iowa (1,931), according to a report released by Nielsen Media Group. Republican candidate Mitt Romney ranks No. 1 in the category, placing more TV ads than all the other presidential candidates combined with 4,549.

Mr. Romney's barrage of ads has been spread over seven states, including Iowa (2,036), New Hampshire (788) and Vermont (572). Gov. Richardson had 301 TV ads in New Hampshire.

Nielsen Monitor Plus, a provider of competitive advertisement information, reports that the local TV ad trend is expected to increase, but "the presidential campaigns are using different combinations of new and traditional media to generate exposure during the early stages of the 2008 presidential race."

Nielsen's BuzzMetrics, which measures the discussion of candidates in the blogosphere, reports that Democrats have more Internet "buzz" than Republicans, with Democrats receiving blog mentions 64 percent of the time. Sen. Barack Obama leads the with a 45.5 buzz share rating while Sen. Hilary Clinton is second with a 32.0. Gov. Richardson is fourth on the list with a mere 4.9 mark.

Republican candidate Sen. John McCain, who has spent the most on Internet advertising, according to Nielsen, leads the Republican candidates in "buzz" with a 37.9 rating.

Nielsen reports that Sen. McCain had 12 times the exposure of other candidates as a result of
online advertising in April, generating nearly 26 million unique impressions. But that didn't translate into large traffic numbers for McCain's Web site in April. He ranked fourth behind Web sites for Sen. Obama (647,000 unique visitors), Sen. Clinton (498,000) and Sen. John Edwards (385,000).

Gov. Richardson's Web site ranked eighth with 72,000 unique visitors.

Source: (c) 2007. All rights reserved.

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