Third-Party Dollars Spent on Deceptive Ads: Update Through 10/9/2012

From 4/10/2012 to 10/9/2012, an estimated $40,841,180 has been spent on third party ads containing at least one claim considered deceptive by fact-checking organizations. This number represents 26.5% of dollars spent on third party presidential television advertising since then.

From Kantar Media CMAG—Calculating Television Rates to Determine Dollars Spent*Estimates based on figures provided by Kantar Media CMAG. See below for detail.

Television stations, rep firms and agency sources are polled quarterly. These industry sources provide average 30-second daypart-level rates (and program rates for sports and specials) for the upcoming quarter. This information is used to estimate rates to be applied for that quarter. To account for the time it takes for any given rate to populate within the system, Kantar Media CMAG uses an average cost function based on rates from historical program averages airing in the same market on the same station during the same daypart. These temporary estimates are updated with actual sourced rates when they become available.

Several weeks after the local data are produced, Kantar Media receives the results from a national broadcasting industry survey conducted monthly by the Television Bureau of Advertising (TVB). This new information provides a national advertising growth trend as reported by responding stations. Expenditures are adjusted to reflect these industry spot revenue patterns. Once this final rate data is available, all temporary rates calculated using the average cost function are replaced with the final data.

CMAG may occasionally adjust station-level estimated rates for any given week based on known media buys. When CMAG obtains actual ad buy information, station rates are adjusted upward or downward to reflect the actual cost of an ad buy.