• ABC News, Friday, March 16, 2007 11:15 AM

With other large states ready to follow California and move presidential primaries and caucuses to Feb. 5, campaigns are going to have to reconsider how they use television advertising. Right now, a full-blown TV blitz aired in the last weeks of the nomination fight in Iowa, New Hampshire and South Carolina can run $200,000 to $400,000 a week. To be somewhat competitive in those states, a campaign usually needs to spend $50,000 to $60,000, according to Evan Tracey, COO of TNS Media Intelligence/CMAG.

But in California, New Jersey, Illinois, Florida and Texas -- states with some of the most expensive media markets -- campaigns could easily spend 10 times as much, $2 million to $4 million a week. "My guess is that every single candidate is trying to recalibrate as to what they're going to do with their money now," says Rich Galen, a Republican strategist who has not committed to a 2008 campaign.

It could mean, he says, a cut back in campaign staff and media buys, since every dime will be earmarked for TV. He predicts TV in select markets and, given the high costs, maybe a push to buying national TV or cable TV to maximize impact.

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