NEWS,02.11.2012

How many presidential campaign ads is too many?

It's 6:10pm on a Thursday in October, just days before the US elections. Before the clock hits 6.29pm, 11 political ads will have aired on the local NBC channel in Columbus, Ohio.One tells voters that Democratic President Barack Obama has not proposed a legitimate economic plan for the country.Another suggests that policies of Republican candidate Mitt Romney would undermine the future for America's children.Yet another says Romney would effectively deny many women crucial cancer screenings by proposing cuts to Planned Parenthood.The very next ad calls Obama an extremist on abortion who supports leaving babies "out to die."Ohio is being inundated with such dueling ads in the final days before the November 6 presidential election, as Obama and Romney both look to the state's 18 electoral votes as a crucial step toward the 270 electoral votes needed to win the White House.The presidential race is now a fight in eight or so politically divided "swing" states, but nowhere more so than Ohio.Amid the chaos of the campaign's closing days, the state has become an arena for credibility-stretching banter, and a testing center for the growing science of political advertising.New research predicts that total spending in this election could reach $US6 billion , making it the most expensive in US history.The campaigns and free-spending independent groups have poured close to $US1 billion into political ads - many of those ads directed at Ohio - and have given analysts a high-profile chance to examine some simmering questions about such ads.Among them: How many ads is too many, before viewers tune them out? And what do campaign ads lead voters to do, exactly?Election-year political ads are a meticulously studied subject, and increasingly are used to target specific groups and encourage specific outcomes.Some research, for example, suggests that pro-Democrat ads are particularly effective at swaying voters' opinions, while pro-Republican ads typically are more effective at getting party supporters to show up at the polls.For all the analysis that has been done on campaign ads, academic and commercial research has yielded few answers on the precise impact that ads have in determining who wins an election.That is especially true, analysts said, in the type of advertising free-for-all that Ohio residents are seeing on their televisions now - wave after wave of ads with overlapping and similarly dark, daunting messages.Campaign ads became tiresome long ago for many Ohio residents, but some viewers figure that the ads must be working, or the campaigns wouldn't keep running them."I think poorly of those ads and don't think they work, but there are so many of them I think it must be not so," said JoAnne Harvey, a Columbus small business owner who, as an undecided female voter, is much coveted by both campaigns.In a reflection of how so many ads can essentially nullify one another, Harvey and another dozen Ohioans interviewed generally could not recall the details of a single campaign ad that stood above the others.Those who could acknowledged that they weren't sure which side the ad was meant to benefit.Political advertising has become a multibillion-dollar market that some television station sales managers predict soon could be a year-round category of advertising.It has become increasingly sophisticated in "micro-targeting," the art of going after specific groups of viewers.For example, Democrats have been found to be more frequent television watchers than Republicans, and Democrats candidates in 2008 ran more than twice as many ads as Republicans during science-fiction shows, reality dating programs and telenovelas, according to research by Washington State University professor Travis Ridout and others.Those programs as well as talk shows and court shows tended to skew Democratic in viewership while crime and sports programs skewed Republican, Ridout's study found.But does the science of political advertising work?One study completed last month found Obama's ads moving voters away from Romney, while Romney's ads were much more likely to encourage Republicans to vote, rather than shift preferences among voters.The findings were based on a survey of more than 2,300 registered voters who said they were independents or not deeply committed to one party.They were shown one or several of the campaigns' ads by the research software company Qualtrics and the research firm Evolving Strategies."Romney doesn't seem to have a lot of ability to have people moving in and out of the independent pool, but he has a lot of room to change the equation in determining who turns out to vote," said Adam Schaeffer of Evolving Strategies.If the targets of this year's ads are any guide, the presidential election will be decided by middle-aged and older white women, according to a survey of more than 1,000 buying agencies done by STRATA, a software firm whose systems help air some $US50 billion worth of ads a year.The question is whether the barrage of ads - the vast majority of them attacking a candidate, rather than promoting one will become so overwhelming that they provoke a backlash.Such ads "did work on me at first, and then I became a lot more cynical and realized that a lot of it is political warfare," said Harvey, who added that she voted for Obama in 2008 but was leaning toward Romney now."It seems almost epidemic; they can't stop now that they've started."A rule of thumb in advertising is that an ad needs to be viewed at least three times and up to 10 to be effective, said STRATA Chief Executive John Shelton."There's no question that once you start to go over (10), you start to, well, at least bore people," he said. "Then they might tune out. Then they might actually get ticked off."Barbara Berry, a healthcare professional and Obama supporter from Columbus, said she pre-records TV programs and skips ads."I don't pay attention anymore," she said.Since late August, more than 915,000 presidential campaign ads have aired on broadcast and national cable TV, according to the Wesleyan Media Project. In Columbus during October, ads by the campaigns and outside groups aired more than 7,000 times."Some of them just disappear in the noise," said Dan Bradley, general manager at the Columbus NBC affiliate WCMH-TV.Each presidential campaign has been producing about a dozen new ads a week, basing them on daily news events a practice that ensures that most of the ads have a short shelf life.Romney in particular tends to place and replace ads at the spur of the moment, often in response to the news of the day.Obama's campaign runs two ad tracks: one that changes every one or two days, the other every couple of weeks.Ads this year "just seem to be rushed," said John Geer, a political ad researcher at Vanderbilt University.It's "almost like they've fallen prey to the fact that the campaigns have so much money, and the ability to make all these ads."

New York fuel 'panic' grows even as ports open

A third day of "panic buying" of gasoline among Sandy-struck New York area motorists on Friday has prompted action from authorities.The US government waived the Jones Act barring foreign-flagged vessels from carrying fuel between US ports in a bid to boost supplies from the Gulf Coast to the Northeast. New York Governor Andrew Cuomo said he would temporarily lift tax and registration requirements on tankers docking in the New York Harbor, which had just reopened to oil vessels.While the waivers sent benchmark New York gasoline futures 2% lower, they will do little to address the biggest obstacle to getting fuel to consumers: the power outages that have shut nearly two-thirds of the service stations in the New Jersey and New York City area and are still hindering service at major oil terminals and refineries along the harbour.Faced with the prospect of another day of hunting for fuel or losing out on business, New York City cab driver Mohammad Sultan parked his yellow taxi at a Hess station on Coney Island Avenue, Brooklyn at midnight on Thursday so he could be first in line when a rumoured fuel shipment arrived at 6 am.At 9 am with 180 vehicles behind him, the pumps were still empty. Officials said the number of cabs on the road by Friday morning was down 24% from last week."Because of the gas problem, there are thousands of yellow cabs sitting around wasting time and money," Sultan said.There were some signs that the complex New York Harbor network of storage tanks and pipelines was finally returning to service after Sandy dealt it a direct hit, crippling the ability to fuel the nation's most dense consumer population.The region's biggest pipeline, Colonial, restarted much of its northern line, and an oil tanker carrying 2 million gallons of gasoline docked overnight in Newburgh, New York, 60 miles north of New York city. Other ships were finally offloading cargoes in the harbor after being stuck at anchor for the past week.But those measures were cold comfort for residents stuck in hours-long queues, often with no guarantee that supplies would be available when they got to the front of the line or that enough power would be restored to get more stations open.The situation is wearing on New Yorkers. Juliana Smith, a full-time student, spent 2-1/2 hours in line to fill two five-gallon containers on Friday, an hour more than on Thursday."It's psychotic," she said. "People are angry. We have no power. No heat. We need gas for the generator and our Ford Explorer, which is a monster."Prices at the pump have remained steady despite the shortages, motorist group AAA said, averaging just below $4 a gallon in New York City, 2 cents lower than last week.However, on Long Island, where only a third of all stations were working, average gasoline prices jumped 5 cents from a day earlier.But online, Craigslist users started offering gasoline at as much as $15 a gallon to motorists and homeowners not wishing to brave the lines.There were signs the situation could improve in the coming days as wholesale markets begin to work again.Colonial Pipeline, a 5,500-mile (8,900-km) network that runs from the Gulf Coast refining center up the eastern seaboard, said late on Thursday it had resumed fuel deliveries at its Linden facility in New Jersey, the terminus of the line.It expects to pump around 700,000 barrels a day into the area, which is a normal volume, spokesman Steve Baker said.Fuel barge shipments into New York Harbor will be allowed on Friday, the Coast Guard said, if they have a place to offload.Environmental Protection Agency waivers for clean diesel and gasoline specifications, granted earlier this week, should make it easier for suppliers to meet demand in the days ahead.News of the Jones Act waiver sent NYMEX gasoline prices sharply lower. The December RBOB contract fell 6 cents, or 2.3%, to close at $2.5736 a gallon, just below where it was trading last week prior to Sandy's arrival.Rates to charter fuel tankers to the Northeast nearly doubled as traders scrambled to sell to the region, where supplies were constricted by the closure of two New Jersey refineries that make up one-third of the region's capacity.The Phillips 66 Bayway refinery in New Jersey, known as "the gasoline machine" by oil traders, may be shut for weeks due to flood damage, although the company has said internally it is "optimistic of restarting soon," a source familiar with operations said. The company has said that a decision on when to reopen will be made "once all assessments are complete."Phillips' Linden fuel terminal was supplying only emergency response vehicles as of Friday afternoon.

Obama, Romney return to attack

President Barack Obama and Republican Mitt Romney went back on the attack on Thursday, breaking a storm-induced campaign truce to hit the road and pound home their closing messages in the final stretch of a tight battle for the White House.With five days left until Tuesday's election, Obama received an endorsement from New York Mayor Michael Bloomberg, resurrected his 2008 "change" slogan and said he was the only candidate who had actually fought for it.Romney criticised Obama as a lover of big government who would expand the federal bureaucracy.National polls show the race deadlocked, and Obama and Romney will spend the final days in eight swing states that will decide who wins the 270 electoral votes needed to capture the White House.Obama made Wisconsin the first stop on a four-state swing on Thursday that also took him to rallies in Nevada and Colorado before going to Ohio for the night. Romney had a full day of campaigning across Virginia."You may be frustrated at the pace of change, but you know what I believe, you know where I stand," Obama told a crowd of 2 600 people on an airport tarmac in Wisconsin, a state that is a vital piece of his electoral strategy. "I know what change looks like because I've fought for it."At a rally in Doswell, Virginia, Romney criticised Obama's comment that he would like to consolidate government agencies that deal with business issues in a new department under a secretary of business."I don't think adding a new chair to his Cabinet will help add millions of jobs on Main Street," Romney said.Jobs will again be the focus of fierce debate on Friday when the government releases the unemployment figures for October. Any big change from the 7.8% number in September could potentially sway voters.Obama and Romney had put campaigning on hold for several days as the historic storm Sandy pounded the eastern seaboard, leaving a trail of destruction and forcing Obama to turn his attention to storm relief.That pause produced some unexpected political benefits for Obama, who won warm praise from Republican Governor Chris Christie of New Jersey, a Romney supporter, and he spent days directing federal relief efforts in a show of presidential leadership that largely sidelined Romney.New York's Bloomberg a Republican-turned-independent who did not back a candidate in 2008 endorsed Obama and cited the Democrat's record on climate change, an issue that has gained more attention since the storm.Bloomberg said Obama had taken significant steps to reduce carbon consumption, while Romney had backtracked on earlier positions he took as governor of Massachusetts to battle climate change. Obama said he was "honoured" by the backing of Bloomberg, who flirted with White House runs in the past.On their first day back on the trail, both Obama and Romney returned to political attacks but struck a slightly more positive tone than usual in trying to woo undecided voters and push their own supporters to vote.In Doswell, Romney proclaimed his faith in the future and said, "The American people have what it takes to come out of these tough times."In Wisconsin, Obama drew distinctions with Romney but dropped his usual reference to "Romnesia" the term he uses to describe what he calls Romney's tendency to shift positions.Obama has a somewhat easier path to 270 electoral votes than Romney, fueled primarily by a small but steady lead in the vital battleground of Ohio a crucial piece of any winning scenario for either candidate - and slight leads in Wisconsin, Iowa and Nevada.Barring any surprises elsewhere, Obama can win a second term by capturing the Midwestern bastions of Ohio, Wisconsin and Iowa, and his schedule was aimed at shoring up his safety net there.Obama plans to visit Ohio on each of the last four days of the campaign, and plans two more trips to Wisconsin and Iowa. He will conclude his campaign on Monday night with rock singer Bruce Springsteen in Iowa, where a 2008 caucus win launched his run to the presidency.So far, Obama has planned just one visit each in the final days to Florida and Virginia, where most polls give Romney a slight lead. Romney will hit Wisconsin and Ohio on Friday, and New Hampshire, Iowa and Colorado on Saturday.Romney plans to finish up his campaign on Monday night in New Hampshire, the state where he launched his bid last year.Romney's campaign has aired ads in recent days in the Democratic-leaning states of Michigan, Pennsylvania and Minnesota, hoping to put them in play after polls showed the races tightening but Obama still ahead.The campaign said Romney would visit Pennsylvania on Sunday, marking his first campaign visit since the nominating convention to one of his new target states. A win in Pennsylvania would be a crippling blow to Obama, but most public polls still show Obama leading there.Romney aides said the moves into those three new states were a sign of their growing momentum, although Obama aides described them as a desperate ploy to find new paths to 270 electoral votes.A  online poll on Thursday showed the race remained effectively deadlocked, with Obama at 47% to Romney's 46%. Most national polls showed roughly similar results.Most swing-state polls have found Obama clinging to slender leads in five of the eight most heavily contested states - Ohio, Wisconsin, Iowa, Nevada and New Hampshire. In most polls, Romney has a slight lead in Florida, while Virginia and Colorado were effectively tied.Online poll on Thursday showed Obama with a 5-point lead in Virginia, and 2-point leads among likely voters in both Ohio and Florida. Romney led by 1 point in Colorado in the polls.