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The Real Cost of a Presidential Campaign

By Kirsten Salyer - 2012-03-06T16:55:54Z

Photograph by Win McNamee/Getty Images

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Radio Commercials

In key markets in Florida before the Jan. 31 primary, Romney spent $185,000 on radio ads, while Newt Gingrich spent $47,000. Campaign spending will likely be higher on radio advertising in 2012 than in previous elections, says Jeff Haley, president of the Radio Advertising Bureau. "The opportunity for marketers and candidates is that they can very narrowly target who they are reaching," he says. "If you want to reach young men, go for a rock station in afternoon."