Republican Auditor General hopeful John Maher is finally on TV. He’s got a basic 15 second spot that boasts his newspaper endorsements and his background as an auditor.
“The only auditor for Auditor General. John Maher: a job creator. The CPA for Pa. John Maher: endorsed by newspapers across Pa. as a proven reformer protecting taxpayers. John Maher: the auditor for Auditor General.”
As you can see, no points for subtlety. But in a low profile race like this, candidates are lucky to get even one message to stick. Maher’s has been an effective one: he’s an auditor by trade. While that’s not a requirement for the job, it resonates with most people.
Maher also uses his sonorous voice to its fullest advantage in a radio ad. Listen here. Both were produced by DC-based firm Brent Littlefield.
Maher, a state Rep. from Allegheny County, faces Eugene DePasquale, a state Rep. from York County.
His campaign wouldn’t comment on the size or scope of the buy.
A Democratic media buyer we talked to said Maher’s spending about $250,000 in the final week between broadcast, cable and radio. The ad is on the air in the Erie, Harrisburg, Johnstown, and Scranton plus a heavy emphasis on Pittsburgh. He’s on WFMZ in the Lehigh Valley, and bought 2 days of ads on the Weather Channel.
The Democratic operative said the Maher ad would have trouble seeing the light through the last minute barrage of presidential ads. 15 second ads aren’t half the cost of 30 second ones; it’s closer to 66 percent.
DePasquale went outside the box for his TV ad, which began airing last week.