The four remaining GOP presidential candidates and their supporters will have spent $10.4 million on broadcast television advertising in South Carolina by the time polls close there Saturday, swamping the state with finger-pointing spots.
And that total doesn't include the more than $2 million of combined air time purchased by Rick Perry and Make Us Great Again, a pro-Perry "super PAC," before the Texas governor pulled out of the race Thursday.
Back in 2008, when five Republicans were vying for the nomination, the television ad war totaled $6.9 million, according to Kantar Media's Campaign Media Analysis Group. Another $6.6 million was spent on TV ads in the Democratic primary that year.
This year, the biggest spender in South Carolina has been Restore Our Future, a super PAC backing former Massachusetts Gov. Mitt Romney, which bought up nearly $2.4 million worth of TV advertising through Saturday, according to a campaign source familiar with the details of the media buys. The organization plunked down $356,000 just in the last two days.