By Sam Baker - 03/22/12 08:19 PM EDT
“At least at this point in the story of the healthcare law, just ahead of the US Supreme Court arguments next week, one side has made a much bigger investment toward winning the argument with voters,” Kantar Vice President Elizabeth Wilner said in a statement. “For the law’s supporters, closing the gap in advertising would require not just more spending and different targeting, but the sudden boost of a Court victory.”
Critics have also done a better job targeting their ads to voters in swing states, according to the Kantar report. Of the 10 markets where opponents spent the most on advertising, eight are in Pennsylvania, Colorado, Florida, Arizona, Nevada or Ohio.
Supporters have spent more than half their money on national broadcast and cable stations, followed by several markets in California. Las Vegas and Philadelphia are the only swing-state cities in supporters’ Top 10, and the only two markets targeted by both sides of the debate.
The totals include ads from political candidates. Only “a few dozen” candidates have advertised their support for the healthcare law, Kantar said.