Health Care Battle Takes to the Airwaves

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• RAY SUAREZ:

  As the debate over health reform rages on Capitol Hill, interest groups and political parties are stepping up the war of words on television.

  For months, ads designed to catch the attention of politicians and opinion makers have run in Washington, D.C. Now the battle is moving, on cable and broadcast TV, out to legislators' home states and districts.

  I'm joined by Evan Tracey, chief operating officer of Campaign Media Analysis Group, a nonpartisan group that tracks political and public affairs advertising.

  And, Evan, it seems like there's not only more ads, but more ads coming from new entrants entering the argument.

• EVAN TRACEY, Campaign Media Analysis Group:

  Yes, every day we're seeing this battle escalate. It's about $45 million has been spent so far. The average daily spending right now is approaching almost $2 million. So it is really stepping up right now.

• RAY SUAREZ:

  And, interestingly, mentioning specific legislators?

• EVAN TRACEY:

  Yes, this is the second phase of this battle. This is ads that are going out now to these districts, into congressional districts as well as Senate districts, really trying to gin up pressure back in the home states for these members of Congress to either get behind health care reform or stand against health care reform. So we're seeing that aspect of this lobbying effort go into the states now.

• RAY SUAREZ:

  Let's take a look at a sample of ads meant to increase public support for reform and target specific members.

• NARRATOR:

  Now I find out that Congressman Eric Cantor voted against health care reform that would stop insurance companies from denying coverage for pre-existing conditions like cancer. He wants me to fight cancer and the insurance companies? Fine, I'll take you both on.

• NARRATOR:

  Premiums that have doubled over the past decade, rising co-pays and more out-of-pocket expenses. The cost of doing nothing means families faced with choosing between paying the mortgage or paying for health care. Senator Richard Burr said reforming our health care system is ludicrous. Call Senator Burr and ask him to stand with you and not the special interests.

• NARRATOR:

  Illness doesn't care where you live or if you're already sick or if you lose your job. Your health insurance shouldn't either. So let's fix health care.

• RAY SUAREZ:

  There's a remarkable range of groups involved. I guess it's no surprise, since health is such a big part of the American economy.

• EVAN TRACEY:

  Yes, I mean, this is exactly right. I mean, you've got a lot of different stakeholders right now. You have a lot of interest groups. There's a lot of horsepower behind these messages right now, and you're really starting to see that reflect. And this is just the tip of the iceberg.

• RAY SUAREZ:

  And interesting new alliances that you hadn't seen before in political advertising.

• EVAN TRACEY:

  Absolutely. You're seeing a lot of the industry groups that were actually against health care reform in the '90s, at least to this point, kind of cheerleading health care reform with their advertising. So you are seeing this sort of blending between some of the traditional groups that have been on different sides of this issue, at least so far.