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Posts Tagged ‘ad buy’



Jerry ‘Been There, Done That’ Brown Hits the Air

Monday, September 6th, 2010

After months of being pounded on TV by Meg Whitman and her allies, Jerry Brown takes to the airwaves this week, introducing himself to younger voters, reminding older voters of better times and reassuring them all – especially moderate and independent swing voters — that he will not raise taxes without a vote of the people. His first ad is here.

Krusty the General’s first 30-second spot – released at 7 a.m. on Labor Day — asserts that when he was governor in the 1970s and 80s, “He cut waste, got rid of the mansion and the limo; budgets were balanced; four billion in tax cuts; world-class schools and universities; clean energy promoted; one-point nine million new jobs created. California was working.”

Then Brown tells viewers, “California needs major changes. We have to live within our means. We have to return power and decision-making to the local level, closer to the people. And no new taxes without voter approval.”

The takeaway (we still wonder if it’s really sticky) is delivered by a voice-over: “Jerry Brown: the knowledge and know-how to get California working again.”

eMeg spent about $24 million over the summer portraying the attorney general and former governor as a failed and hypocritical tax-and-spend liberal. But Krusty’s allies in the labor movement spent about $10 million over the same period attacking Whitman to keep Brown from falling hopelessly behind — as Kathleen Brown and Phil Angelides did in earlier contests. As a result, the race has remained – in most reliable polls – nearly a dead heat.

The question insiders have been wondering all summer was this: Once Brown takes to the air, what will he say? What’s his message?

The release of his first TV ad (we hear the buy is more than $1.5 million for the first six days) begins to answer that question. Brown is in effect saying – especially to crucial swing voters – “I’m a safe alternative to that woman who has been assaulting your senses all summer. California was working when I was governor and I’ll make it work again. I’m frugal, experienced and I know what I’m doing.”

Made by longtime Brown ally and media meister Joe Trippi, the ad seeks to convince voters that Brown was and remains a tightwad with the experience and integrity to govern California at a time of crisis. Brown’s campaign brain trust – after much polling and many focus groups – understands that the No. 1 concern about him among independents is whether he’ll raise taxes and spend like a drunken sailor.

Calbuzz was only somewhat surprised that Bob Dylan’s “My Back Pages” wasn’t the soundtrack, with Jerry twanging:

A self-ordained professor’s tongue, too serious to fool,
Spouted out that liberty is just equality in school.
“Equality,” I spoke the word, as if a wedding vow.
Ah, but I was so much older then, I’m younger than that now.

While footage for this ad was shot in San Francisco, other footage, still to be stitched into commercials, was shot at director Francis Ford Coppola’s private facility in Napa.

What the Brown ad campaign still lacks is a tight, strategic message like “Change You Can Believe In,” “Compassionate Conservative,” or “A New Deal.” Brown’s bumper stickers just say “Jerry Brown,” suggesting that the man is the message.

Always seeking to be helpful, we’ve consulted Calbuzzers G.K. Chesterton, St. Ignatius, Pierre Teillhard de Chardin and E.F. Schumacher to come up with some proposals that are a bit snappier than “Let’s Get California Working Again”:

– “Jerry Brown: Been There, Done That.”

– “Too Cheap to Fail.”

– “This Time I’ll Get it Right.”

– “Jerry Brown: No Sale on My Watch.”

– “Too Old to Lose.”

– “Age Quod Agis.”

Update: A couple of other notes:

1-Krusty wisely got a serious eyebrow job before taping the spot. The e-blast press release that was sent out with the ad trumpets Brown’s “energy,” among several references aimed at heading off the Gandalf issue, a message that would be seriously undercut without the key cosmetic fix you read about here first, which takes about 900 years off his face.

2-The ad is narrated by actor Peter Coyote, a long-time pal of Brown’s whom he appointed to the California Arts Council in his first turn as governor, a board that became very controversial during the same era, after Krusty also  appointed Jane Fonda, then widely known as “Hanoi Jane.”

3-Don’t be shocked if the “no new taxes without voter approval” kicker becomes a point of contention between him and eMeg.

Along with his call for returning power to the “local level,” Brown appears to be offering the framework for a proposal, kicked around the Legislature in several forms, to return responsibility to cities and counties for some programs the state took over funding after passage of Prop. 13; the trade-off would be letting local voters decide about financing them.

When we asked Whitman about the idea during the Republican state convention last March, after it had been raised by state senate Democrats, she flatly opposed the notion, saying no taxes should be raised, whether local voters approved them or not.

Update II: Three hours after Brown’s ad was released, an under assistant deputy flack from eMeg sent out a response reprising her summer attacks on Brown, saying he “is the last person we can trust for ‘major change’ in Sacramento.”

After 40 years in politics protecting the status quo, it’s no surprise that Jerry Brown is kicking off his campaign with a misleading historic renovation of his own record.

And for anyone who’s ever remodeled their house, or even just seen “The Money Pit,” you know how painful those historic renovations can be.

Arnold vs Calbuzz; eMeg’s Ad Buy; Memo to Media

Wednesday, March 10th, 2010

Calbuzz contributor Susan Rose, in a post filed Tuesday, roundly bashed Governor Arnold, characterizing his tenure as “a combination of insults, bullying, threats and failures.” After the post, David Crane, Special Adviser to Governor Schwarzenegger, asked for a chance to respond:

By David Crane
Special to Calbuzz

Susan Rose’s recent attack on Governor Schwarzenegger shows an utter disregard for facts.

Ms. Rose conveniently left out the single most important fact about the state budget, namely that explosive growth in government-employee compensation is responsible for crowding out spending for all those social programs she favors.

As one example, from 2003-2010, retirement benefit costs took more than $25 billion away from higher education, parks & recreation, environmental protection, health & human services and other important programs.  As another example, the per employee cost of compensation nearly doubled over the last ten years, stripping money from programs.

All of these costs were cemented into place by contracts and legislation passed by the last administration.  Governor Schwarzenegger has fought mightily to reform those contracts and legislation but legislators in hock to special interests refuse to budge.

Ms. Rose’s column is just another example of non-fact-based partisanship designed to fulfill the wishes of one special interest or another.  The real fact is that the only way to protect programs is by reforming government employee compensation.   While Ms. Rose is happy to raise taxes in order to keep paying more to government employees, Governor Schwarzenegger is not.

Actions speak louder than words. When Ms. Rose is ready to do something about the damage being caused by out-of-control government employee compensation it’ll be time to listen to her.

All eMeg All the Time: The Calbuzz Department of Dumpster Diving & Green Earth Recycling has stumbled upon an internal report from Meg Whitman’s campaign which details the size and reach of her current advertising buy, which can be described in two words: Holy Cow.

The campaign’s Gross Rating Point report, measuring total delivery of the current week’s broadcast ad schedule in 11 markets in California, shows that eMeg’s buy is comparable to what a fully-loaded campaign might ordinarily deliver in the closing weeks of a heated race – not three months before a primary that she’s prohibitively leading.

“These are some big fuckin’ numbers,” said Bill Carrick, the veteran Democratic media consultant after reviewing the report. “She’s buying the whole shebang.”

As a practical matter, 1,000 GRPs a week means that an average TV viewer in a large market would have about 10 opportunities a week to see a Meg Whitman ad;  in smaller markets, with only two or three stations, 700-800 GRPs would be a significant buy. Here’s what the internal campaign report shows she’s doing around the state (N.B. Calbuzz did not independently confirm these numbers):

–Bakersfield 806
–Chico-Redding 603
–Eureka 631
–Fresno-Visalia 986
–L.A. 1,008
–Monterey-Salinas 635
–Palm Springs 806
–Sacramento 984
–San Diego 1,008
–San Francisco 702
–Santa Barbara 929

“With this buy, the chances of not seeing a Meg Whitman spot are pretty slim,” Carrick said.

According to the report, Steve Poizner’s current buy in various markets is a fraction of eMeg’s – ranging from 15 to 50 percent – which seems in the ballpark, based on anecdotal reports from several veteran California media consultants who watch TV incessantly.

One Republican source not affiliated with the governor’s race said he thought the eMeg strategy of going on the air so heavy so early in the campaign might backfire:

“She’s way overdoing it – she’s going to wear out her welcome.”

Meg wears out her welcome: And that’s exactly what the Great Woman did in the East Bay yesterday, when she set off a row with veteran Bay Area political reporters by once again refusing to take any questions – after inviting press coverage of her tour of the Union Pacific Railroad site at the Port of Oakland. Chronicler Carla Marinucci picks up the story:

Then came the news that Whitman also wouldn’t take questions; reporters had been called in to “see” her make statements on “how she could be helpful as governor” on jobs and the economy, Whitman spokeswoman Sarah Pompei said.

Veteran reporters, who included KTVU’s Randy Shandobil and KPIX’s Hank Plante, were among the crowd that wasn’t amused. Question: is Whitman a candidate for governor, or a museum piece to be “watched” by reporters?

Pompei told reporters Whitman said the no press tour was a Union Pacific call — that the company’s officials did not want media coverage. (Union Pacific spokesman Aaron Hunt begs to differ. He just told us that “we planned, actually, to have press talk with Meg on the tour….we understood there would be media availability and we wanted to work with that.”)

Calbuzz last year was among the first to throw a flag on eMeg’s obsessive avoidance of the California press corps as a significant campaign issue. (While Steve Poizner and Jerry Brown have both granted us extended interviews, the ticking clock on our request for a sit-down with Her Megness is now six months, three days and counting).

After Tuesday’s disgraceful performance, it seems clear that there are serious issues of  temperament and judgment – control freak arrogance, fear and contempt for reporters whose job is to serve as the eyes and ears of ordinary voters, for starters – that raise questions about her fitness to handle elected office and public life.

Here’s a suggestion for our campaign trail media colleagues: Don’t reward eMeg’s bad behavior. She’s not the governor, she’s not even the nominee of her party, she is a CANDIDATE for the nomination, and so far she has earned exactly nothing.

If Whitman is unwilling to abide by the norms and forms appropriate to a political campaign, then she should not receive coverage appropriate for candidates who do. Stop running stories on any Whitman events in which she refuses to take questions from reporters. Period.