MEDIA CYCLE

Campaign Ad Buys Target News Shows

All “lamestream media” soapboxing aside, modern politicians love, need, and thrive on the news cycle. That odd relationship shows itself in a spate of new television ads in Florida, Virginia, and other battleground states as the race between President Obama and presumptive Republican nominee Mitt Romney heats up, with both campaigns making targeted ad buys for time during popular television news shows, including Dateline NBC and The View. “They are trying to get opinion leaders, early donors, and the press to focus on certain issues or events,” said political media buyer Joe Mercurio of the recent push to reach the cadre of devoted news junkies.