by James Hibberd and Paul J. Gough

Barack Obama has purchased a half-hour of airtime on CBS and NBC, sources confirm.

The Obama campaign will air a primetime special on Wednesday, Oct. 29, at 8 p.m.

...

The direct purchase of such a large block of national airtime right before an election used to be more commonplace before campaigns began to focus their end game strategies exclusively on battleground states. Such a move is not without precedent in modern presidential politics, however -- Ross Perot did a similar purchase in 1992.

The special is a smart move for the Obama campaign, said Larry Sabato, a political analyst and director of the Center of Politics at the University of Virginia.

"Obama's theme is not just change but unity, so he's appealing to the whole nation rather than a handful of toss-up states," Sabato said. "He wants to win the popular vote by a good margin, which will enable him to
govern."

And he's got the cash for it, said Sabato.

...

It's not unprecedented for a candidate to buy longform broadcast network time, though it hasn't happened in a while. In October 1992, Perot drew audiences of 16.5 million and 10.5 million for 30-minute lectures/campaign ad aimed at voters. But in Perot's second run in 1996, the candidate was rebuffed by the Big Four networks in an attempt to sell airtime. The FCC backed the networks in denying Perot airtime, saying that they acted legally in refusing.

Earlier this year, the Hillary Clinton campaign bought time on the Hallmark Channel, a nearly fully distributed cable channel, for a town-hall meeting before Super Tuesday.

...

From the start, Obama has been more focused on primetime than any other presidential candidate. Defying conventional wisdom to have political ads clustered around local news, during the primary season the Obama campaign poured 40% of its TV cash in primetime, compared with about 18% for Clinton.

http://www.thrfeed.com/2008/10/obama-primetime.html