Obama Primetime

Democratic presidential nominee Barack Obama purchased a half hour of primetime network air time for a special which aired at 8 p.m. on October 29, 2008 -- less than one week before election day. The special aired on seven networks, including CBS, NBC and Univision. Reports said the Obama camp paid each network $1 million for the 30-minute block of time.¹ ²

Fast Facts

Barack Obama campaign purchased 30 minutes of primetime air time on major networks³

Aired half-hour special at 8 p.m. EST on October 29, 2008⁴

Filmed by Davis Guggenheim ⁵

Obama appeared live on last few minutes of original broadcast, speaking from rally in Florida

Ad placed by GMMB advertising firm in Washington, D.C.³

Special aired on FOX; agreement reached to delay start of Game 6 of the World Series²

Obama reportedly paid networks $1 million each for the air time⁶

Ross Perot bought 30-minute block on networks during his 1992 presidential campaign⁴

Perot paid $380,000 for the time⁴

Network Decisions

ABC was the only major television network that did not plan to show the infomercial. Reports said the network initially agreed to broadcast the special, then changed its mind because of scheduling issues. FOX did join the other networks in agreeing to air the special, and planned to delay the start time of Game 6 of the World Series if necessary. ²

Oprah Winfrey Rumors

According to the Drudge Report, Oprah Winfrey offered her assistance in producing the special. Details regarding compensation were not revealed, and Winfrey did not comment on the issue. The Chicago Sun-Times later reported that the special would not be taped at Winfrey's Chicago studio.⁷ ⁸

The television production rumors followed political speculation that Winfrey could become Obama's ambassador to Great Britain. Several sources said that Winfrey's name was mentioned alongside Caroline Kennedy's as a possible candidate.⁹