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The McCain campaign is abandoning its use of joint TV spots with the Republican National Committee, according to Advertising Age. The move will reduce the number of McCain ads, but give the campaign far more creative control of its own message. 

Senator John McCain's campaign, which accepted federal financing and thus had only $84 million to spend on the nine-week fall campaign, had used the joint ads to increase its visibility. Rival Senator Barack Obama's decision not to accept federal financing has allowed his campaign to spend significantly more money. 

By using joint ads, the McCain campaign could essentially buy double the number of ads, extending the reach of its advertising and lessening Obama's advantage. 

Yet under federal financing rules, the joint ads had to literally be half and half. A 30-second joint ad broke down to a five-second disclaimer followed by 12.5 seconds about McCain and 12.5 seconds about other Republicans. 

The McCain campaign's independence means fewer ads, but allows 25 seconds of each ad to be used for a McCain message. It also allows the RNC to use its messages to support party candidates. The party has been under pressure from candidates to devote more resources to their races. 

The McCain campaign will continue using the joint ads in radio messages, most of which start as 60-second ads.

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