PACs Try More Positive Ad Approach in 2014

Super PACs and other outside campaigners for candidates and causes, long masters of the attack ad, are now trying to "accentuate the positive," to borrow from the Mercer lyric. Even the conservative Koch brothers' Americans for Prosperity is making an effort to show a sunnier side, according to a recent story by The New York Times. In fact, 16% of the Americans for Prosperity spots so far this year have been positive, compared with zero positive ads in 2012, the NYT reported. By another estimate, Karl Rove's American Crossroads and Crossroads GPS, its affiliated nonprofit, have produced 29% of their ads with a positive spin to date, compared with just 1% for all of 2012. The NYT story cites a Kantar Media/CMAG estimate that 29% of all ads by outside groups have been positive this election cycle, compared with 20% at the same point in 2012. Political pundits provide several reasons for a shift to the positive so far this year: Negative campaigning actually is spawning positive ads, as PACs launch responses to other PAC attacks. Positive campaigning is also seen as useful early in the election cycle to help define a candidate for voters and provide some immunity to later critical broadcast spots. Some political strategists also cite lessons from 2012, when Mitt Romney's campaign failed to develop an effective counter to negative ads (Kantar Media estimates 62% of all spots about Romney were negative). For the whole story, see http://www.nytimes.com/2014/04/18/us/politics/in-a-switch-some-campaign-ads-press-the-positive.html