Pols' South Carolina Spending Blowing Away Expectations
Michael Malone (Broadcasting & Cable) -- Multichannel News, 1/18/2012 4:50:11 PM
South Carolina is cementing its position as a vital stepping stone to a presidential nomination, with the GOP hopefuls -- and the Super PACS supporting their efforts -- pouring buckets of money into the state's TV stations for air time. As was the case in Iowa earlier this month, the money is coming in fast, furious -- and late.
An estimated $11 million will be spent in political advertising on television in the state-not far off the $13.5 million spent in 2008, when both parties had nominations up for grabs. "Two weeks ago, it was probably a million. There's been a lot of activity the last two weeks," said Bob Romine, president and GM of WSPA Greenville-Spartanburg. "We anticipated $4 million, $5 million, maybe $6 million, and it's almost double that."
General managers in the state said Rick Perry, determined to inject vitality into his candidacy after poor showings in Iowa and New Hampshire, spent big on television in December. Everyone else got on board around New Year's. Local TV execs in the state say Mitt Romney's Super PAC may have a slim lead over Ron Paul's camp in terms of spending.
As many as five candidates and seven Super PACS are on television in South Carolina, in advance of the Jan. 21 primary. Stations in Columbia, the capital, look to get around $1.7 million. Local TV execs there say Romney and Perry are on Fox News Channel statewide as well.
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