Third-Party Dollars Spent on Deceptive Ads: Update Through 9/20/2012

From 4/10/2012 to 9/20/2012, an estimated $29,222,440 has been spent on third party ads containing at least one claim considered deceptive by fact-checking organizations. This number represents 27.8% of dollars spent on third party presidential television advertising since then.

Third-Party Dollars Spent on Deceptive Ads*

Super PACs

Estimated Spending from 4/10/12 through 9/20/2012

Total ESTIMATED $ Spent

Total ESTIMATED $ Spent on Deceptive Ads

ESTIMATED

% of Deceptive Dollars

Priorities USA Action(Pro-Obama)

$10,555,200

$3,534,940

33.5%

Restore Our Future(Pro-Romney)

$28,209,310

$7,744,160

27.4%

TOTAL SuperPACs

$38,764,510

$11,279,100

29.1%

501c4 Groups

Estimated Spending from 4/10/12 through 9/20/2012

American Energy Alliance(Pro-Romney)

$207,920

$207,920

100.0%

Americans for Prosperity(Pro-Romney)

$31,459,330

$7,549,820

23.9%

American Future Fund(Pro-Romney)

$1,286,140

$1,197,400

93.1%

Crossroads GPS(Pro-Romney)

$33,293,360

$8,846,110

26.6%

Secure America Now(Pro-Romney)

$143,320

$142,690

99.6%

TOTAL 501c4

$66,390,070

$17,943,940

27.0%

TOTAL THIRD PARTY

$105,154,580

$29,222,440

27.8%

*Estimates based on figures provided by Kantar Media CMAG. See below for detail.

From Kantar Media CMAG—Calculating Television Rates to Determine Dollars Spent

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.

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