How to Win Florida on $1 Million a Day

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In the past 10 days, the pro-Mitt Romney super-PAC Restore Our Future and the pro-Newt Gingrich super-PAC Winning Our future dumped $10.4 million trying to sway Republican voters in the Sunshine State. That’s about as much as the total all outside groups had spent at this point in the 2008 election cycle. Where did the money go? MoJo tallied up their spending based on what they’d reported to the Federal Election Commission.

Most of Restore Our Future’s spending went to attacking Gingrich. For every dollar spent promoting Romney, the super-PAC spent $25 dragging Gingrich through the mud.

Of the $12 million Winning Our Future has spent so far in this cycle, more than a third left the PAC’s coffers in the past week. It spent most of the money talking up Gingrich; only a sliver was dedicated to attacking Romney. 

How did they reach their audience? Restore our Future spent the bulk of their money, $5 million, buying up television and radio spots slamming Gingrich for having “tons of baggage.” Since the beginning of January, in Florida alone, Restore our Future has run 3,443 television spots, 1,018 cable ads and 234 radio ads attacking Gingrich.

 

Winning our Future spent $4 million on TV and radio advertising (with at least $1.5 solely on radio).


More MotherJones reporting on Dark Money

SIX TRUTHS

Reclaiming power from those who abuse it often starts with telling the truth. And in "This Is How Authoritarians Get Defeated," MoJo's Monika Bauerlein unpacks six truths to remember during the homestretch of an election where democracy, truth, and decency are on the line.

Truth #1: The chaos is the point.

Truth #2: Team Reality is bigger than it seems.

Truth #3: Facebook owns this.

Truth #4: When we go to work, we're in the fight.

Truth #5: It's about minority rule.

Truth #6: The only thing that can save us is…us.

Please take a moment to see how all these truths add up, because what happens in the weeks and months ahead will reverberate for at least a generation and we better be prepared.

And if you think journalism like Mother Jones'—that calls it like it is, that will never acquiesce to power, that looks where others don't—can help guide us through this historic, high-stakes moment, and you're able to right now, please help us reach our $350,000 goal by October 31 with a donation today. It's all hands on deck for democracy.

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SIX TRUTHS

Reclaiming power from those who abuse it often starts with telling the truth. And in "This Is How Authoritarians Get Defeated," MoJo's Monika Bauerlein unpacks six truths to remember during the homestretch of an election where democracy, truth, and decency are on the line.

Truth #1: The chaos is the point.

Truth #2: Team Reality is bigger than it seems.

Truth #3: Facebook owns this.

Truth #4: When we go to work, we're in the fight.

Truth #5: It's about minority rule.

Truth #6: The only thing that can save us is…us.

Please take a moment to see how all these truths add up, because what happens in the weeks and months ahead will reverberate for at least a generation and we better be prepared.

And if you think journalism like Mother Jones'—that calls it like it is, that will never acquiesce to power, that looks where others don't—can help guide us through this historic, high-stakes moment, and you're able to right now, please help us reach our $350,000 goal by October 31 with a donation today. It's all hands on deck for democracy.

payment methods

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