By JOE FLINT
Staff Reporter of THE WALL STREET JOURNAL
August 26, 2004; Page B1
President Bush is spending heavily on cable-television advertising in his bid to win re-election, and if the channels he is dropping dollars on are any indication, he is particularly concerned about voters he should already have in the bag. Through the first six months of this year, Mr. Bush's campaign bought almost 3,100 ads on cable, mostly on channels that attract white male viewers, many of them affluent.
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Mr. Bush also has been spending a lot on cable-news channels, and it comes as no surprise that News Corp.'s Fox News has been the biggest beneficiary, getting 253 commercials from the Bush-Cheney committee in the year's first six months. Time Warner Inc.'s CNN sold 383 spots to the president in the same time frame, but according to the Bush campaign, those spots are cheaper than on Fox. MSNBC, which is co-owned by General Electric Co. and Microsoft Corp. and lags far behind in the cable-news ratings race, sold almost 700 spots to President Bush's re-election effort.
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The Kerry campaign, whose spending on cable so far has been negligible, says Mr. Bush's cable strategy is indicative of concerns the president has about the loyalty of his core constituency.
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CABLE GUYS
Presidential campaign ads on major cable-TV channels, January - June 2004:
CHANNEL.........BUSH.....KERRY
BET...............0........1
Comedy Central...10........0
CNBC............345.......51
CNN.............383......157
ESPN2............44........0
ESPN............108........0
Fox News........253.......26
FX...............32........0
Golf Channel....400........0
History Channel.335........0
MSNBC...........693.......30
Speed Channel....82........0
TLC.............125........0
Travel Channel..282........0
TOTAL.........3,092......265
Sources: Nielsen Media Research; WSJ research
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According to Pat Caddell, a former Democratic pollster and consultant, both campaigns are wasting too much money going after their core. "They act like this is not a national campaign," he says, adding, "I've seen nothing in the polls that indicate Bush has problems with his base."
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Write to Joe Flint at joe.flint@wsj.com
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