If Chicago-area voters think they've seen a lot of Republican governor candidate
Laid end to end, the 633 TV ads represent more than five hours and 15 minutes of 30-second commercials, according to a review of public records maintained by Chicago's top five network-affiliated TV stations.
For Rauner, a wealthy equity investor from Winnetka, it's a way for a first-time candidate to introduce himself to the public. His latest ad, which ran during Sunday's Bears game, promotes his support for term limits. Though most voters won't start to focus on the March 18 governor primary until well after the holidays, Rauner is spending nearly $300,000 a week during a five-week period.
The level of advertising also stands in contrast to Republican governor candidates Treasurer Dan Rutherford and state Sens.
The ad buy records also shed light on the audience Rauner is seeking. His campaign team is placing ads on programs in which audiences skew older — age 55 and above — rather than viewers ages 24 to 55 that traditional advertisers try to reach.
That strategy is in keeping with the demographic of Illinois Republican primary voters. In the 2012 GOP presidential primary in Illinois, nearly three-quarters of voters were 44 and older, network exit poll resulted showed, with a quarter of voters 65 and older.
That's not to say that Rauner isn't also putting his money where it will get the most eyeballs. During Sunday's Bears game against Cleveland, Rauner bought two spots from WFLD-Ch. 32 at a total cost of $76,000 for one minute of advertising.
During the roughly five-week period of ad buys, Rauner's campaign spent nearly $500,000 to air more than 210 half-minute commercials on the city's top-rated TV station, WLS-Ch. 7.
"That buy is so big that he's got to be careful that it doesn't become an issue in and of itself — or that it underscores that he's a wealthy man," said David Yepsen, who heads the Paul Simon Public Policy Institute at Southern Illinois University at Carbondale.
"There's a law of diminishing returns on media buys, and presumably he and his people are sophisticated enough to know that," Yepsen said.
The newest ad from Rauner, who has put $1.25 million of his own money into his campaign, touts the candidate's backing of an eight-year limit on politicians' terms.
Rauner leads an allied effort to put on the November general election ballot a proposed state constitutional amendment to limit the terms of state lawmakers. He has put $250,000 of his own money into that cause.
"Term limits should apply to all politicians — and not just when they go to jail. Every politician in Springfield — eight years and you're out. You're done. You're out," Rauner says in the ad.
While Rauner has pledged to serve no more than two terms if he wins as governor, the ad doesn't point out that his term-limit push does not "apply to all politicians," only state lawmakers.
In the ad, a narrator also says Democratic Gov.
In 1994, Quinn spearheaded the "Eight is Enough" attempt to amend the state constitution to limit lawmakers' terms, but the question was rejected by the
Also Monday, Brady released his 2012 tax returns, showing he paid more than $37,000 in state and federal income tax on $200,529 in income that year. The joint returns with his wife, Nancy, showed $66,998 in wages and salary from his legislative pay and an additional $133,000 from other business and investment income. He did not provide schedules that would offer further details.
Brady paid $28,100 in federal income tax and $9,268 in state taxes, according to the documents. Part of Brady's legislative salary is not taxable because he elects to place it in a deferred retirement account, his spokesman said.
During his 2010 campaign for governor, Brady disclosed that he paid no taxes on his income in 2008 — even his legislator's salary — because of losses posted by his family's real estate businesses. He has cited the ongoing depressed nature of the housing market for the continuing struggles of those businesses.