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Campaign commercials give hint of ad war to come

By Beth Fouhy

Associated Press

Published: Thursday, April 19 2012 3:50 p.m. MDT

President Barack Obama speaks at a fundraising reception at The Henry Ford in Dearborn, Mich., Wednesday, April 18, 2012.

Paul Sancya, Associated Press

NEW YORK — Get ready. The presidential ad campaign coming to a TV and radio near you is going to be nasty, expensive and heavily influenced by independent groups, particularly those that favor Republican Mitt Romney over Democrat Barack Obama.

Commercials airing in a handful of states offer a preview of what's to come.

"Mitt Romney stood with big oil, for their tax breaks," Obama's campaign says in an ad already running in six general election battleground states.

"No matter how Obama spins it, gas costs too much. Tell Obama, stop blaming others," the Republican-leaning group Crossroads GPS says in its latest ad, also airing in swing states.

The scorching ads that helped define the GOP nominating contest have yielded to the early stages of what will be an epic air battle between Romney and Obama as they scramble to define in the most unflattering terms and bring each other down. The emergence of outside groups known as super PACs is all but certain to ratchet up the negativity, adding a level of slash-and-burn rhetoric to the campaign that the candidates themselves might seek to avoid.

"The 2012 Republican primary was by far the most negative we've seen and my expectation will be that the 2012 general election will be one of the most negative in history," said William Benoit, who studies campaign advertising at Ohio University. "The super PAC ads will make it even more so."

Super PACs were borne from a 2010 U.S. Supreme Court decision easing campaign finance restrictions on corporations and wealthy people. Republican-leaning groups were very active in the 2010 contest, helping to wrest the House from Democratic control and picking up six Republican Senate seats.

The proliferation of super PACs and expected closeness of the Obama-Romney contest guarantee a TV ad rivalry much different than what voters saw in 2008, when Obama's campaign opted out of public financing and the state by state spending limits such financing requires. That decision allowed Obama to bury Republican Sen. John McCain beneath some $244 million worth of ads — a roughly a 4-to-1 spending advantage for Obama.

This cycle, that figure is likely to be swamped by spending by American Crossroads and Crossroads GPS alone. The sister groups, both tied to President George W. Bush's longtime political director Karl Rove and largely financed by a handful of wealthy businessmen, have announced plans to pour as much as $300 million into attack ads against Obama and other Democrats.

Romney turned down public financing for the primary campaign and is expected to do the same for the general election, as is Obama. That clears the way for a full-fledged ad war between the two campaigns, amplified by ads from super PACs.

The Obama campaign has already spent about $2 million on its ad this month in Iowa, Ohio, Colorado, Virginia, Florida and Nevada, according several media buyers who provided information to The Associated Press. Crossroads isn't far behind, having spent $1.8 million on its ad in the six states.

Crossroads' spokesman, Jonathan Collegio, said the group's current role is in part to fill the gap for Romney's campaign as it raises the money it needs for the campaign against Obama.

Collegio said the months between the primaries and the political conventions is a critical period where an outside group can provide "air cover" while a candidate regroups.

Romney's campaign spent $18.1 on ads during the primary campaign but has gone dark since rival Rick Santorum suspended his campaign last week. Records show the campaign has not yet bought any television time to begin running ads again.