On Monday, Nov. 3, McCain’s campaign increased the number of TV ad units it ran in those seven states by 168% -- up from 708 units on Sunday to 1,900 units the day before the election. Meanwhile, Obama’s campaign boosted advertising in those seven battleground states by 133% -- up from 1,463 ad units on Sunday to 3,410 units.
On Sunday, the quantity of Obama’s ad units bested McCain’s by 107%, but on Monday, Obama’s lead in these key battleground states shrank to 79%.
Both candidates continued to focus the bulk of their advertising on Florida, Ohio, and Pennsylvania. On Monday, McCain ran 75% of his 1,900 ads (1,424 units) in those three states, while Obama ran 67% of his 3,410 ads (2,292 units) there.
Advertising in these seven swing states by both candidates peaked on Friday, Oct. 17 (6,031 combined ad units; McCain: 1,912 units; Obama: 4,119 units) — just two days after their final presidential debate.
In comparison, on Monday, the candidates placed a combined total of 5,310 ads in these states, falling short of their Oct. 17 combined advertising peak by 13.5%. For his part, McCain came within 12 ad units (6%) of his Oct. 17 advertising peak on Monday, while Obama remained 709 units (21%) shy of his highest ad unit level.
Overall, between Oct. 6 and Nov. 3, Obama placed 133% more ad units (83,903 vs. 36,070) than McCain in Colorado, Florida, Georgia, Missouri, Ohio, Pennsylvania, and Virginia.