10
29
08

OBAMA AD TO AIR BEFORE GAME 5

CBS 3

10/29/2008

Barack Obama is spending $3 million for a half-hour of prime time national television Wednesday night. But what if millions in one of the nation's largest television markets didn't watch or at the least don't pay attention?

And what if that television market is in a key swing state John McCain is fighting to win?

That's exactly the battle Sen. Obama will face in Philadelphia. His 30-minute political advertisement will air at 8:00 p.m. on three networks, including CBS. The ad will also air on Fox at 8:00 p.m. - immediately before the resumption of Game 5 of the World Series between the Philadelphia Phillies and the Tampa Bay Rays.

The Phillies are three and a half innings away from winning their first championship in 28 years.

"I'm sorry but the Phillies take precedence over the election - for today," said Debbie Cilfuni of Huntingdon Valley.

Steve Miller of Port Richmond said Obama might get more interested viewers if the paid program aired another day. "Maybe tomorrow when we wake up with a championship," he said.

The Obama campaign says it bought the ad with the stipulation it will not affect the World Series. Fox says the ad will only pre-empt the normally-scheduled pre-game show.

"This was an opportunity for us to speak directly to the American people," said Obama spokesman Zach Friend. "We think there will be a lot of people tuned in, ready for the World Series tonight."

Or will the political advertisement backfire in Philadelphia - coming just moments before the Phillies date with destiny?

A McCain spokesman, predictably, called for a strike out.

"I think Phillies fans are anxious to see the Phillies," said McCain Pennsylvania Director Ted Christian. "And anything that gets in their way - we know how Phillies fans can be - is certainly a detriment."

But an advertising expert could not say for sure if the ad airing immediately before the game will help or hurt Obama among Phillies fans.

"I think it could have a huge impact, and that impact could go either way," said Joe Weinlick, who specializes in branding at the Brownstein Group in Center City. He also happens to be a Phillies fan.

"If you still want to reach people, raise awareness, reach the general population, there's nothing like TV," he said.

Weinlick believes the placement of the ad could gain Obama some viewers, but not all of them will be happy. And prime-time television comes with other dangers, especially if the program doesn't come across well.

"It comes down to what his message is, how he portrays himself and whether that resonates," he said. "My hope is tomorrow morning, nobody will care anymore if we have a good night tonight."

CBS 3

10/29/2008

Barack Obama is spending $3 million for a half-hour of prime time national television Wednesday night. But what if millions in one of the nation's largest television markets didn't watch or at the least don't pay attention?

And what if that television market is in a key swing state John McCain is fighting to win?

That's exactly the battle Sen. Obama will face in Philadelphia. His 30-minute political advertisement will air at 8:00 p.m. on three networks, including CBS. The ad will also air on Fox at 8:00 p.m. - immediately before the resumption of Game 5 of the World Series between the Philadelphia Phillies and the Tampa Bay Rays.

The Phillies are three and a half innings away from winning their first championship in 28 years.

"I'm sorry but the Phillies take precedence over the election - for today," said Debbie Cilfuni of Huntingdon Valley.

Steve Miller of Port Richmond said Obama might get more interested viewers if the paid program aired another day. "Maybe tomorrow when we wake up with a championship," he said.

The Obama campaign says it bought the ad with the stipulation it will not affect the World Series. Fox says the ad will only pre-empt the normally-scheduled pre-game show.

"This was an opportunity for us to speak directly to the American people," said Obama spokesman Zach Friend. "We think there will be a lot of people tuned in, ready for the World Series tonight."

Or will the political advertisement backfire in Philadelphia - coming just moments before the Phillies date with destiny?

A McCain spokesman, predictably, called for a strike out.

"I think Phillies fans are anxious to see the Phillies," said McCain Pennsylvania Director Ted Christian. "And anything that gets in their way - we know how Phillies fans can be - is certainly a detriment."

But an advertising expert could not say for sure if the ad airing immediately before the game will help or hurt Obama among Phillies fans.

"I think it could have a huge impact, and that impact could go either way," said Joe Weinlick, who specializes in branding at the Brownstein Group in Center City. He also happens to be a Phillies fan.

"If you still want to reach people, raise awareness, reach the general population, there's nothing like TV," he said.

Weinlick believes the placement of the ad could gain Obama some viewers, but not all of them will be happy. And prime-time television comes with other dangers, especially if the program doesn't come across well.

"It comes down to what his message is, how he portrays himself and whether that resonates," he said. "My hope is tomorrow morning, nobody will care anymore if we have a good night tonight."