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World Map / Upcoming Elections / US Presidential election 2016 / US Election Updates / Negative ads dominate last weeks of campaign

2016 Presidential Election

US Election Updates - September 27, 2012

Negative ads dominate last weeks of campaign

As the 2012 presidential race enters its final phase, records have already been set for the number of ads and their negativity, according to experts.

Campaigns and groups supporting Democratic President Barack Obama and his Republican challenger Mitt Romney have invested a total amount of $600 million in advertising.

The ads have been heavily concentrated in the crucial battleground states, including Iowa, Ohio, Colorado, Florida, Virginia, Nevada and, lately, Wisconsin.

As early as September 2012, TV viewers in local markets had seen 1.3 million political ads, according to an article in Advertising Age magazine.

Viewers are expected to be hit by a barrage of a further 2.3 million ads before the November 6 election.

In the past two weeks alone, the Obama and Romney campaigns each introduced at least a dozen new ads.

In comparison, Ronald Reagan aired 27 ads in his entire 1984 campaign, according to John Geer, a political science professor at Vanderbilt University.

The 2012 race to the White House has been estimated as the most expensive campaign cycle in history, with presidential and congressional races estimated to attract some $6 billion in spending.