Romney Returns To The Air

Ex-MA Gov. Mitt Romney's presidential campaign, which took down its TV ads early last week to save money before Labor Day, will be back on the air on network affiliate stations by Thursday.

According to a rival campaign media buyer, Romney's campaign placed orders for approximately 200 to 350 gross ratings points worth of ads in Iowa markets, 250 gross ratings points on WMUR in New Hampshire and 150 GRPS in other New Hampshire markets.

GRPs are calculated by multiplying a spot's reach by the number of times it airs. If a spot airs on televison programs that reach 30 percent of Des Moines viewers five times, the campaign would have purchased about 150 GRPS. Generally, 1000 GRPS constitutes market saturation.