If you're like many regular TV viewers, you're probably getting sick of all those ads from Republican presidential candidates attacking each other and President Obama.
Political experts say you're likely to see many more, because the primary contenders and their super PACs - political action committees set up to support or oppose a candidate - are pouring millions of dollars into the state, with much of it spent on attack ads.
South Carolina is a make-or-break state for several candidates. The state is known for rough politics, front runner Mitt Romney has a lot of momentum after wins in Iowa and New Hampshire, and South Carolina is the first state in the South to hold a primary.
That all adds up to some nasty campaign advertising, with Romney slamming President Obama and the other candidates going after Romney and each other.
The ads keep running over and over again, maybe to the point of overkill.
"I don't like what I'm hearing. I think it's nitpicky and childish," said Kathy Madrid from Conway.
"You slam somebody else, you know, it says something about yourself," said Conway resident Brian Scott.
A wealthy donor recently gave $5 million to a super PAC supporting Newt Gingrich. Political experts think much of it will be spent on media in South Carolina.
"A lot of it will be hard-hitting, attacking Romney where Newt Gingrich believes that he is weak," said Coastal Carolina University political science professor Holley Tankersley.
But Tankersley said Romney is in a great position, with campaign donations rolling in after his early primary victories.
"He's got a lot of super PAC money behind him, which means he can really pepper the airwaves here in South Carolina with a lot of media," Tankersley said. "He's going to flood television, radio, signs. You're going to see a lot of that media in the state."
Leigh Vaters handles political advertising for WPDE. He estimates the candidates and their PACs will spend about a million dollars on TV ads in the Myrtle Beach-Florence market and maybe $8 to $9 million statewide.
Vaters said so far, Texas Governor Rick Perry and his super PACs have spent the most, but that could easily change, as candidates move up or down in the polls and one candidate goes after another.
"They're very scientific in their approach," Vaters said. "They know exactly what to say, when to say it. I think they know what their competitors are saying about them and through television commercials, know how to respond to it."
Vaters said there's another reason why South Carolina gets so many these ads: the next primary state is Florida, where TV commercials are expensive.
"You've got Tampa, Jacksonville, Orlando, the Miami market, all large markets. It would cost 3 to 4 times more than South Carolina to buy."
The candidates change the content of their ads often and the amount they spend in each market, as they watch what the other contenders are doing and how the campaign is shaping up. "Polling is going to have a lot to do with that. If one of the candidates starts taking a lead in the polls, the other candidates will probably spend more to try to catch up," Vaters said.
Vaters said the candidates buy a lot of ads in TV newscasts, because those programs reach the demographics they seek, so news viewers can expect to see more attack ads in just about every newscast between now and primary day, January 21st.
The candidates shelled out more than $16 million for ads in Iowa, for that state's caucuses.
