TV ads tout roads, rail tax plan

Supporters of a nearly $18 billion roads-and-transit tax package on the November ballot are flush with cash and using it to pay for an extensive cable-television advertising campaign.

Keep Washington Rolling, the political-action committee supporting Proposition 1, has raised more than $1 million, according to reports filed Monday. The campaign expects to collect up to $4 million.

Their bank account dwarfs that of opponents. Several organizations, including the Cascade Chapter of the Sierra Club, oppose the measure. But only one group, NoToProp1.org, has raised any money — about $51,000 to date. It's been running ads on radio and on newspaper Web sites.

Proposition 1 would increase sales taxes and car-tab fees to improve highways and extend light rail in King, Snohomish and Pierce counties.

Counting inflation, financing, operations, overhead and cash reserves, the package is projected to cost around $38 billion by the time all the projects would be completed in 2027.

Supporters began running 10 television ads on cable-television channels in King, Pierce and Snohomish counties last week. The ads also are on their Web page at yesonroadsandtransit.org. The ads have different messages targeting separate audiences.

"That's really smart, and is part of a national trend in micro-targeting," said Matt Barreto, an assistant professor of political science at the University of Washington. "That's really the way, regardless of whether it's an initiative or a candidate, to fine-tune the message ... for different constituents."

For example, a television ad targeting the Redmond area includes information about expanding Interstate 405 and putting money toward replacing the Evergreen Point Bridge. In the Tacoma area, the ad talks about extending Highway 167 and improving Interstate 5.

The campaign is able to target specific audiences because cable television is broadcast from small regional hubs, which means viewers in Bellevue will see different ads on certain channels than viewers in Seattle or Everett, said Christian Sinderman, a Democratic consultant in Seattle.

Aaron Toso, a spokesman for the yes campaign, said the group made a $100,000 television buy last week on more than a dozen cable providers. And it has purchased an additional $100,000 of air time this week. The ads are running on a variety of stations, including the Discovery Channel, Fox News and the History Channel, he said.

In addition, the campaign this week started sponsoring traffic spots on talk-radio shows in the region.

Sinderman said many of the people involved in the Proposition 1 campaign also handled the campaign that opposed Initiative 912 in 2005, using similar tactics.

I-912, which was rejected by voters, would have repealed a new 9.5-cent gas tax passed by the Legislature.

Mark Baerwaldt, a spokesman for NoToProp1.org, said he doesn't feel outgunned by the well-financed yes campaign.

Baerwaldt has contributed all the money collected by NoToProp1 and has pledged an additional $200,000 of his own money. Baerwaldt previously was involved with Sane Transit, a group that opposed Sound Transit's light-rail system.

Some of the groups opposed to Proposition 1 are starting to pool their efforts, he said. And he thinks the radio ads attacking the ballot measure are creating a buzz.

"They are hitting the mark," he said.

Andrew Garber: 360-943-9883 or agarber@seattletimes.com