First of all, the Romney campaign has lots of cash that can only be spent during the general election. This comes from wealthy donors who gave the maximum amount during the primary and then donated again for the race against the Democratic nominee. These funds will only be available after the Republican convention.
For the Obama campaign, they still have plenty of cash that was not spent during the primary. The Obama donors are mostly regular people who give small amounts on a periodic basis. Most of them will never come close to reaching the campaign contribution limits. So, the Obama team has less restrictions on the money it can spend early.
The other clear reason for early spending is the need to counter the attacks from pro-Romney super-PACs. Although Obama also has super-PACs on his side, they got off to a late start and are just beginning to catch up on fundraising. So, the Obama campaign has had to fight off the Romney super-PAC attack ads.
Why more positive ads are needed
While it is important to counter some of the negative ads from the Romney side, it is equally important to avoid getting too caught up in this exchange.
Every time the campaign broadcasts a negative ad against Romney, the president must declare in his voice "I am Barack Obama and I approved this message." This can end up hurting the president's favorability ratings and even his approval ratings.
The campaign should concentrate more money on ads like "The Choice" pasted in the video below. These ads can help improve the president's image and likeability factor. As the campaign moves closer to Nov. 6, the Obama team should leave more of the counter attack ads to pro-Obama super-PACs and labor unions.
What the campaign wants to emphasize is the president's vision for the future and why voters should choose him over Mitt Romney.