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SWING STATE : The Battle for Ohio

Toledo Tube War: 14,273 Ads and Counting

Ohio City Bombarded With More Political Spots Than Any Other U.S. Market

By Paul Farhi
Washington Post Staff Writer
Monday, October 11, 2004; Page A01

TOLEDO -- The cacophony starts before the first light of dawn, like an agitated rooster. It doesn't quit until after the last bar in this hardworking town has stopped serving.

"I'm George W. Bush and I approved this message."

About the Series

This occasional series on the presidential election in Ohio, which both President Bush and Sen. John F. Kerry have identified as a critical swing state, examines the evolving strategies and techniques for motivating supporters and persuading uncommitted voters in an age of deep partisan divides.

"John Kerry offers a fresh start . . . "

"I'm not a big fan of Bush, but what's Kerry gonna do for me?"

Just about anywhere Toledoans turn their television dials these days, another commercial for the presidential campaign is on the screen. They interrupt "Jeopardy!" and "The Bachelor," the soap operas and the 6 o'clock news. A curiosity when they began to trickle onto the air back in March, the ads now tumble forth in a relentless parade of persuasion.

Between March and late September, 14,273 commercials about the presidential race aired on Toledo's four leading TV stations, according to the ad tracking firm TNSI/Campaign Media Analysis Group of Arlington. That number makes this smokestack city at the western tip of Lake Erie the epicenter of the presidential air wars; Toledo ranks as the most advertised-to market of any in the big battleground states.

The city's elevated profile has something to do with its cross-border locale -- TV signals here lap over into southern Michigan, another swing state -- but it is mostly because of Toledo's prominence in the heated battle for Ohio's 20 electoral votes. The city is the urban center of northwestern Ohio, which could be the most closely contested region in this critical swing state.

Although Toledo and surrounding Lucas County are reliably Democratic, the 12-county area reached by the city's TV stations is not. President Bush defeated Democrat Al Gore in this part of the state by about 17,000 votes in 2000, 50 percent to 46 percent. Republicans are counting again on the surrounding rural counties, such as Williams and Defiance by the Indiana line, to offset Democratic strength among unionized workers and African Americans closer to town.

Both sides learned some lessons about the value of advertising four years ago. Behind in the polls by double digits, Gore turned off the ad spigot and stopped making campaign appearances in Ohio in early October, effectively ceding the state to Bush. The Democrats lost Ohio all right -- but by just 3.6 percentage points statewide.

The experience left Democrats and Republicans alike with a profound sense of "what if" and a determination not to take anything for granted this time. "You're seeing everything both sides have in Toledo," said Jim Ruvolo, chairman of Kerry's Ohio campaign. "No one's holding anything back."

It certainly did not appear there was any holding back to anyone tuning in earlier this month, when political ads were as thick as rush-hour traffic, even at non-rush hours. Candidate spots often run back-to-back on programs here, with a Kerry ad followed by a Bush ad followed by a Kerry ad. During "13 Action News" at 6 p.m. on a recent Thursday, the Democratic National Committee, the Kerry campaign and the Bush campaign peppered viewers with a total of six commercials during one 19-minute stretch.

This has certainly been good news for Toledo's depressed local economy, or at least for the four TV stations that are broadcasting almost all of the commercials. Spending on political spots in Toledo will surpass $8 million between July and Election Day, estimated Mary Gerken, general sales manager of WTVG, the city's ABC station. This is about three times the total during the entire 2000 campaign, she said. (The Bush and Kerry campaigns declined to discuss their expenditures in detail.)

The messages flying over the airwaves go all over the political map. One Bush commercial features a series of clips of Kerry taking seemingly contradictory positions on the Iraq war -- here saying it was the "wrong war," there saying the world is better off without Saddam Hussein, and again saying, "I actually did vote for the $87 billion [to fund military operations in Iraq and Afghanistan] before I voted against it." One of Kerry's ads does triple duty: He attacks the war's cost, promises to "stop at nothing" to get the terrorists and then says he'll "fight for a stronger middle class."

The "I'm not a big fan of Bush" ad comes not from Kerry or the DNC but from the anti-Bush Media Fund, one of several independent "527" organization that have been plying Ohio's airwaves since just after the beginning of the year. The commercial features a middle-age man in a hard hat whose question ("but what's Kerry gonna do that's different?") is answered by a narrator. "For 20 years, John Kerry has fought for jobs," the narrator says. ". . . Under Bush-Cheney, Ohio has lost 230,000 jobs while they give no-bid contracts to Halliburton."

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