Air Wars: Election ad blitz hits Tallahassee

Judge Layne Smith looks TV viewers in the eyes during one of his folksy, 15-second commercials, telling them he’s humbled by his job and grateful for the opportunity to serve.

“Stop by my courtroom and see why I deserve your vote,” he says as uplifting elevator music plays in the background.

In an ad Assistant State Attorney Jack Campbell rolled out Friday, Meg Baldwin, the executive director of Refuge House, praises his work to create a task force to fight sexual assault.

“That’s what positive change looks like in our community,” says Baldwin, a well-known victim advocate.

And in one particularly striking but bleak spot for Walt McNeil, an off-screen gun blasts a picturesque dollhouse to bits as a narrator intones about Tallahassee’s “No. 1 crime rate in Florida.”

With just days before early voting starts in the Aug. 30 primary, candidates are spending plenty to get themselves and their carefully crafted messages on the air and into Tallahassee living rooms.

As of late last week, Leon County candidates seeking state and local office had spent more than $335,000 on TV air time, which doesn’t include production costs. And that’s just a fraction of what they’ll end up spending between now and November.

“When it comes down to it, a candidate needs to deliver his message to thousands and thousands of people,” said John Mader, owner of Hunter Owens Advertising. “Television and electronic media are imperative to winning and losing elections.”

But more than a few candidates on primary ballots are opting out of TV altogether this year.

Some don’t have to spend their money on television because their challengers pose little if any real danger. Others simply don’t have the cash for TV, which can cost upwards of $10,000 for a dozen spots around the evening news.

“A lot of candidates are choosing social media instead of traditional broadcast media,” said Gary Yordon, president of The Zachary Group. “And sometimes that’s a requirement based on dollars raised. It’s expensive to run on TV. But video is still the big elephant in the room — no question about it. So you have to find creative ways to deliver a video message.”

That means using Facebook, YouTube, e-newspapers and other electronic avenues in which candidates can market directly to the voters they’re trying to reach.

“You create this tree of support one branch at a time,” Yordon said. “And if you do that well and you deliver a real message that connects with people, then social media can be a really effective way to distribute video.”

Who’s not doing TV?

City Commissioner Scott Maddox, among others. He shot a video that’s made rounds on social media but is otherwise relying on yard signs and ads in the Tallahassee Democrat. He’s facing three challengers with little name recognition.

“This election I am simply letting my record speak for itself and not spending money on costly television advertisements,” said Maddox, who’s already laying the groundwork for a state Senate run in 2020.

Others who can afford TV may wait until the fall to roll out ads. Among them are Superintendent Jackie Pons, whose only primary challenger is facing criminal charges, and former state Rep. Loranne Ausley, whose two opponents have raised less than $5,000 between them.

Who was out there first?

County Judge Smith has been running a sustained TV offensive since the first week of June. Smith, who was appointed to the bench last year after Judge Judith Hawkins was removed in a judicial ethics case, has spent more than $65,000 on airtime for six different 15-second spots.

Smith said he wanted his commercials on the air before those of his opponent, Monique Richardson, much like a trial attorney would want to go first in giving an opening statement.

“I wanted the message out when it mattered,” he said, “when people would be getting absentee ballots, so that they would know who I am, what I’m running for and accept my invitation, I hope, to please visit my courtroom and see for yourself why I deserve your vote.”

Ads for Richardson, managing attorney for the Tallahassee office of Legal Services of North Florida, began running earlier this month. So far, she’s spent about $26,000 on TV buys.

“I think diversity on the bench is important,” she says, “and to me, diversity doesn’t just mean race or gender. It means the personal and professional experiences. I know I certainly want to make a difference. And I see the bench as an opportunity to do that.”

Who has spent the most?

The honor goes to a candidate who isn’t even on primary election ballots: Rocky Hanna. The former Leon High principal spent $76,550 to run his commercials 224 times on one broadcast channel alone. And he’s planning to buy more spots on broadcast and cable as part of his bid for school superintendent.

Broadcasters typically sell airtime at various price tiers, allowing candidates to spend less money for ads that can be easily bumped from the schedule or more money on ads that can’t be preempted.

“We bought at levels to try to protect ourselves so we wouldn’t get bumped,” Hanna said. “For someone to bump us, they’re going to have to pay a very high premium.”

Pons, who has nearly a quarter of a million dollars cash on hand, didn’t return a phone call seeking comment. His campaign, however, signaled he hasn’t decided whether to run TV ads before the primary.

Who’s working with whom?

Lobbyist/lawyer Sean Pittman’s ESP Media’s clients include McNeil, state Rep. Alan Williams, who’s running for supervisor of elections, and Ramon Alexander, who’s seeking the state House seat Williams is leaving.

Mader’s firm, Hunter Owen, is working with Pons and County Commission candidate Kirk Headley-Perdue.

Yordon’s The Zachary Group’s clients include City Commissioner Curtis Richardson, who’s running for re-election, and property appraiser hopeful Doug Will.

Political consulting firm Vancore Jones’ clients include Campbell, who’s running for state attorney, and Sheriff Mike Wood, who’s seeking election after his appointment last year to the post. Wood will have plenty of money to spend in the fall — he’s raised over $300,000, more than any other local candidate.

Level Up Media is working for Monique Richardson. O’Kelley & Company is working with Judge Smith.

As for that explosive McNeil ad, it’s the work of Kevin Cate, a close adviser to Mayor Andrew Gillum and former Gov. Charlie Crist.

Who’s bought air time and for how much?

Rocky Hanna, candidate for school superintendent, $76,550.

Layne Smith, candidate for county judge, $65,757.

Ramon Alexander, candidate for state House District 8, $61,689.

Alan Williams, candidate for supervisor of elections, $30,293.

Doug Will, candidate for property appraiser, $29,025.

Monique Richardson, candidate for county judge, $26,001.

Jack Campbell, candidate for state attorney, $18,860.

Curtis Richardson, candidate for City Commission Seat 2, $13,600.

Clay Ketcham, candidate for property appraiser, $10,833.

Kirk Headley-Perdue, candidate for County Commission District 2, $2,635.

Walt McNeil, candidate for sheriff, $750.

(Source: Federal Communications Commission)

Contact Jeff Burlew at jburlew@tallahassee.com or follow @JeffBurlew on Twitter.