Barack Obama may have a leg up on John McCain when it comes to TV advertising and video games embeds, but McCain has the advantage when it comes to robocalling, reports Wired. Shaun Dakin, who Wired describes as an “anti-robocall activist,” collected data showing that the McCain campaign ran 12 automated political telemarketing efforts in the past month and a half, compared to Obama’s four.

Recipients of the calls are greeted with automated messages like this one, sent to Talking Points Memo by a voter in North Carolina:

I'm calling on behalf of John McCain and the RNC because you need to know that Barack Obama and his Democrat allies in the Illinois Senate opposed a bill requiring doctors to care for babies born alive after surviving attempted abortions—a position at odds even with John Kerry and Hillary Clinton. Barack Obama and his liberal Democrats are too extreme for America. Please vote—vote for the candidates who share our values. This call was paid for by McCain-Palin 2008 and the Republican National Committee at 202 863 8500.

Will McCain’s army of tele-bots march him into the White House? Probably not. Wired cites a Pew Research Center survey that found that almost half of the voters in Iowa and New Hampshire who received robocalls hung up on the calls. According to Ben Smith of Politico, “Robocalls are a relatively inexpensive way to deliver a negative message, and used to be seen as an under-the-radar way to do it, though that's no longer really true.” Indeed, scripts and audio of McCain’s robocalls are popping up all over the Internet, though there's scant mention of what the Obama campaign's calls contain. And unfortunately for McCain, coverage of robocalling isn't translating into positive press.

Image by Joe Wu, licensed under Creative Commons.

There are some ads political campaigns never intend to air themselves, but that doesn’t mean you won’t hear plenty about them. Rather than doling out cash to beam these ads into American living rooms, campaigns route them directly to the online and cable news media to shape the day’s story lines. The ads themselves are the story.

According to Politico’s Jonathan Martin, a look at ads airing nationwide on a Sunday in mid-September illustrates how this messaging strategy works. Martin turned to Evan Tracey from the Campaign Media Analysis Group for the numbers: On one Sunday, Obama aired 1,589 commercials to McCain’s 1,490. But the ads that were being talked about most by journalists—Obama’s ad with a huge '80s-style cell phone painting McCain as out of touch, and McCain’s pack-of-wolves spot depicting sexist attacks on Palin—never aired as paid spots.

Of course, that doesn’t mean these spots didn’t get airtime. As raw material for cable news and online chatter, these sorts of ads are aired by talk shows and posted on websites at no cost to the campaigns. Former Al Gore aide Chris Lehane told Martin, “The ads have become far more provocative and entertaining, making it really hard to ignore them. . . there is such a comprehensive media environment between the traditional media and online media that these pieces get picked up and end up impacting the daily news cycle. Think news cycles within news cycles—like the small hands of a clock turning the bigger hands—and that is how these spots work.”

Another key strategy in the campaigns’ efforts to drive media story lines: Give reporters very little access to the candidates. In a related article about the campaigns’ relationship with the press, Politico contends that the reporters traveling with Obama and McCain have “little impact on the broad campaign narratives and daily story lines that supply most voters with their impressions of the candidates. . . A combination of technology and iron message discipline by heavily centralized campaigns has consigned these reporters—once the storied “boys on the bus”—largely to feeding off the public material available to almost anyone over the Web, with very little interaction with the next president of the United States.”

Is this why we hear so much about lipstick and pigs?

Image by Inside Cable News, licensed under Creative Commons.