
Neither fundraising nor spending for the 2012 presidential race is developing as expected. Already GOP challenger Mitt Romney has out-raised incumbent President Obama in May; the Obama campaign, once boasting of a billion-dollar campaign, now say they expect to be outraised this year. Then the Obama campaign revealed that it spent more than it took in last month — a condition most campaigns reach much later in the cycle.
Just as important as how much money is coming in is where the money is going out. The Obama campaign spent $25 million on television ads in the month of May, and ended the month no stronger in the polls than when he started — raising questions about both the effectiveness of the ads and whether the campaign is spending its resources wisely.
THE WEB AND COMPUTING: The Obama campaign’s single largest expenditure? Online advertising. In this area, the campaign made 80 purchases totaling $26.7 million, mostly through Washington-based Bully Pulpit Interactive LLC. Expenditures in this category also include one $16 expenditure to the Illinois Secretary of State in Springfield and $300 to advertise on iHispano.com, a Latino professional networking site. The campaign only spent $99 directly on Google AdWords, although it’s quite possible one of their contractors spent additional sums on advertising on the search-engine giant.
Other computer- and web-related costs ate up large chunks of the budget as well: The category of “web site hosting” included 140 payments of $1,185,613.26, and the campaign listed 1,356 expenditures totaling $1,818,208.21 on “computer equipment,” while a separate 303 purchases totaling $969,013.24 were listed as “computer software.”
FOOD: It is claimed that Napoleon said that “armies march on their stomachs,” and the same is true for campaigns. The Obama campaign spent $96,389.41 on catering/facilities. The largest single expenditure in that category was $13,128.72 to Big Delicious Planet catering in Chicago. The campaign also spent $2,571.27 at a Subway sandwich shop in Columbus, Ind.
Nationwide, the Obama campaign has clear preferences for coffee; it spent $552.67 at Dunkin’ Donuts, $389.85 at Einstein Bros. Bagels, $229.22 at Starbucks, and only $183.15 at Caribou Coffee. The campaign has spent $239.38 at 7-Eleven.
The Obama campaign appears to run on pizza: $2,084.37 went to Domino’s Pizza, $1,774.78 went to Pizzanno’s Pizza, $1,167.45 went to Papa John’s, $834.03 went to Pizza Hut, and $362 went to Little Caesars.
(One hopes Michelle Obama won’t find out that some Obama campaign staffer in Winston-Salem, N.C., spent $239.39 at Krispy Kreme.)