Just as marketers and agencies will run an ad one time in one market to make it eligible for award shows, campaigns will run an ad just to get it in the news cycle. As Evan Tracey explains to Ben Smith, talking about a couple of recent McCain ads
: "They're probably one part ads and one part press release. I don't think these are in any part cornerstones to his message these days – I think they're really designed to get in the press. They're airing them just enough so they can put their hands on the Bible and say they're airing them."