Dollars and sense: who's spending it?

Last Modified: 06 Jul 2007
By: Felicity Spector

We all know who's raised the most over the last three months - Barack Obama, with his astonishing $30m haul. But where's all the money going? Campaign ads in Des Moines, according to the latest report from Nielsen.

Despite all the fuss about the internet, for many of them it seems the traditional media still rules.

Seven candidates are already forking out for television ads in all the key states including Iowa and New Hampshire.

And the one spending the most is the man desperate to get his name more well known - Mitt Romney. He's apparently splurged more on ads than all the other candidates put together - running more than 4,500 spots so far.

Luckily for him, he's vastly rich. Just as well as he's had to lend himself around $9m to get this far.

With less personal cash in hand, Rudi Giuliani has been going for the cheaper option, with hundreds of radio ads in almost every major market across the country. Who knew there were still ads on the radio?

Apparently without spending a single cent on internet ads - Obama has managed to create the biggest online buzz.

As for the Democrats - they're doubtless basking in the news that for the first time, they've been able to raise far more than their Republican rivals. And they're down with the kids too - proving their overwhelming superiority when it comes to new media.

Nielsen measures what's quaintly called 'Buzz' - how often candidates mentioned in discussion groups and blogs.

Apparently without spending a single cent on internet ads - Obama has managed to create the biggest buzz, way ahead of his closest rival Hillary. And Clinton has been coming up with all sorts of tricks to boost her presence, not least that spoof Sopranos episode, and Idol-style public voting for her campaign song.

John McCain might be leading the Republican field in this category at least (small comfort as his campaign slowly implodes) - but he's had to spend the most on online advertising to get there.

And with his fundraising languishing in the doldrums, he's been forced to take matching federal funds - with all the consequent restrictions on how it can all be spent.

So they've raised more, they can spend more - and better still, they can spend it where they like. Six months into this long campaign - the Democrats are laughing all the way from the bank.