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Uploaded weapons: Evolution of political ads

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    Behind the scenes of political ad-making

  • Duration 5:32
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This transcript is automatically generated

Tonight we take you behind the scenes into a world few people have ever explored.

Chief Washington correspondent James Rosen begins our series.

Uploaded weapons.

With a look at the political ads that for better or worse can make or break you can't.

This -- the Obama campaign began to launch its attack on Mitt Romney's record at Bain Capital.

A brand new -- hit President Obama in battleground states.

The staple modern American politics we most love to hate.

Intruders into our homes that -- for attention and then with seasonal predictability vanished.

Sometimes dark and foreboding.

Sometimes humorous.

-- woke up 1 morning -- -- there.

Big government on -- back.

It's a huge problem political ads and our democracy have become both nuisance and necessity and this year alone -- four billion dollar business and locals.

But advertising is in the comprise.

Half of what is raised and spent in politics than that the presidential race senate races or house races all added up -- -- -- president.

And while -- hardly a new phenomenon political ads are evolving as fast as our media traditional commercials now co exist alongside Internet search and banner ads and spots for which no airtime has been purchased but which have simply been uploaded to YouTube.

As we continue -- these election cycles and people are spending money.

You have to find your voters and find -- advocates on -- platform they're comfortable with.

I'm Barack Obama and I approved this message roughly fifty firms do this kind of work -- Mitt Romney.

And I approve this message and they're evenly split between Democrats and Republicans.

And here inside this landmark house in Delaware Ohio.

Built in 1827.

As a stage coach -- thirty miles north of Columbus.

A visitor finds most of an entire wall taken up with -- awards the -- if you will for the American association of political consultants.

Since its founding in 1994.

The strategy group for media a leading GOP ad firm with three dozen employees.

Has researched script and shot edited and bought airtime for tens of thousands of TV and radio spots.

Before the year is out the company will produce another thousand or so and -- a couple hundred million in revenue -- The fastest and that can be put together and put on on the -- us because we do things announced -- already suites are our top line fully.

Of upgraded at all times.

And we can if we get it actually at 4 o'clock on Thursday global you're old enough that it proposes script produced that we can -- -- that nation's power half two hours Max.

-- the one hour DG to the stations mean we can actually have a sitting at the traffic department within hours of the next morning when the traffic folks commands.

They put into rotational have -- on the air that's because rapid response.

Really -- an absolute triage and.

-- -- join the strategy group a decade ago fresh out of college.

And is now it's president we have in -- city council of state legislative state senate congressional US senate gubernatorial.

Presidential on the reality is there is no cookie cutter approach in campaign remembers that yeah.

On this day and editors putting final touches on a 62 spot for congressman Mike Pence of Indiana.

Who's now running for governor and his business strategy group -- since his first election to the house in 2000 the -- features parents and his wife returning to the scene of their first date.

It took a day to shoot and is meant that report -- to introduce Penn State who's your state voters.

And I'll never forget and Marian appears to this isn't really the first messages that I mean -- the people in India that's a great point you know -- When you transition from being a member of congress to -- -- governor to its people have a different perspective and understanding it's a leadership job.

It's a job it's about being back home to -- about being focused and -- -- so it is a reintroduction we are not done.

Fighting since Rick Santorum dropped out of the GOP primaries -- -- -- -- tracking research shows political ads have been 51% positive.

49% negative and new ad attacking Republican Mitt Romney Everhart -- negative ads as a good thing.

It's both sides when Ryan -- positive campaigns about themselves I don't think -- -- the -- truth about.

The character and lack thereof -- -- The voting record -- the truth behind things always get 75 or some thirty seconds and my jets to tell the story.

Of estimates is our clients.

And chances of success on election.

Is if you can't back something up.

Whether you put a citation on screen or not it doesn't care it's gonna be built on truth whether -- your personal story or the whether it's -- -- people like to call contrast messaging work.

You take -- test your current record.

-- -- frankly.

Advertising is is like he says subjected to a lot of -- -- criticism but the reality is.

-- -- survey research and focus groups and all that information shows that.

It's it's frankly some of the most honest information voters in the electric get during a campaign do you feel the people harbor certain misconceptions about.

Political consultants and political ad makers it's cloaked in a lot of uncertainty -- so as advertising in general the idea of an ad man and -- -- show like -- does so well because it's just an intrigue with anybody to create whole clause something creative.

Ever.

Also storyline that will resonate with voters -- second part of the series airs Wednesday James thank you.

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