In a 30-second spot airing in the Charlotte market, Norman warns that giving amnesty to illegal aliens "encourages illegal behavior and will drain billions from Medicaid and Social Security."

The ad shows Norman with his family, then switches to black-and-white images from an immigration rally and later a border patrol agent patting down a Hispanic person. It closes with the Republican challenger reading to his grandchildren.

For Norman, the TV debut marks a seminal moment in the race. Reaching thousands over the airwaves, his campaign acknowledges, offers the best shot at defeating Democrat John Spratt, a 23-year incumbent already known across the 5th District.

By starting with the four broadcast network affiliates in Charlotte (CBS, ABC, NBC and Fox), Norman's backers say he will reach 46 percent of the roughly 400,000 registered voters in the district.

By choosing immigration as his first topic, analysts say, Norman wants to focus on a security-related issue that has traditionally played to the GOP's strengths.

"It's a theme you see in a lot of Republican ads this year, particularly across the South," said Christopher Cooper, a political scientist at Western Carolina University. "Spratt is a tough guy to attack on the face of his record, so they're trying to find an issue where people tend to trust the Republican Party."

Until Tuesday, Spratt supporters were expressing surprise that Norman had not yet aired any commercials. Spratt released his first advertisement on cable TV one month ago, a biographical sketch that shows him sitting on a front porch with his wife, Jane. He has since followed with a second commercial focusing on his work in the district.

Spratt: Immigration positions similar

On immigration, meanwhile, the Spratt campaign believes the two candidates don't actually differ much. Backers say Spratt has voted to double the size of the border patrol, build a security fence along part of the Mexican border and spend more money on port security.

Spratt says immigration reform needs to include not amnesty or citizenship, but a temporary worker program that devotes more staff for enforcement.

"Our positions are very similar," said Spratt campaign manager Adam Harris. "The main difference is we want to make sure to provide the resources to seal the border. You've got to budget the money."

Responded Norman press secretary Rob Godfrey: "Illegal immigration has become a crisis on his watch. John Spratt has had a quarter of a century to take the lead on solving the issue. The people of the 5th District deserve better."

Reaching a key audience

Buying TV time in the Charlotte market is a central part of the GOP's strategy. It will allow Norman to reach an estimated 20,000 new voters in northern York County and the Indian Land area of Lancaster County, many of whom the party believes are unfamiliar with Spratt's record.

Past Republican challengers, most notably Larry Bigham in 1994 and 1996 and Carl Gullick in 2000, did not have enough money to buy significant TV time in Charlotte. The district's other markets, Greenville, Florence and Columbia, are less expensive because they reach less populated areas.

The Norman campaign declined to release figures, but Charlotte affiliates for NBC, ABC and CBS said Norman is spending about $71,200 to run the ad over the next week, according to the Associated Press. The local Fox station would not give the information.

"The campaign has put itself in position to be up on TV seven weeks out from Election Day," said Norman campaign manager Nathan Hollifield. "We think it's time enough to introduce our candidate and talk about the issues."

The ad was produced by Anthem Media of Austin, Texas, a political consulting firm that is working with other Republican House challengers.