Here’s Where Democrats and Republicans Are Putting Their Presidential Ad Dollars

As Vice President Kamala Harris inches toward securing the Democratic nomination for the nation’s top office, both parties are pouring more dollars into advertising.

The Harris campaign has debuted its first major push into paid media since President Joe Biden exited the race on July 21. The $50 million ad buy is set to run on cable, broadcast, streaming platforms and social channels in battleground states.

The initial one-minute spot, titled “Fearless,” outlines Harris’ past accomplishments and visions for the country’s future.

The campaign for Republican rival Donald Trump, meanwhile, has invested around $12 million in advertising also scheduled to air in battleground states. One 30-second commercial that discusses the border labels Harris as failed, weak and “dangerously liberal.”

AdImpact, an advertising intelligence and analytics firm, expects presidential ad spending to hit $2.16 billion during the general election, up 17% compared to 2020.

As for where the money is going to go, the recent past might offer some direction.

So far this year, Democrats have invested most in digital platforms, followed by broadcast television and connected TV (CTV), according to AdImpact. Republicans, by contrast, have set aside their greatest share of funds for broadcast.

The only medium where Republicans have outspent Democrats is satellite, with the former pouring $2.9 million into the channel compared to $0 from the latter.

In terms of what issues each party has focused on most in their advertising, abortion tops the list for Democrats. In total, the party and outside groups have run 146,986 spots addressing the subject on broadcast television. The quality of a candidate’s character follows with 120,593 airings.

Republicans have also highlighted character, but Donald Trump has been the focal point.

By the end of July, 2024 Democratic presidential ad spend, including primaries, totaled $288.1 million, down 66% compared to the same time in 2020. Republican ad spend amounted to $163.8 million, a 15% decrease from four years ago.

A driving factor behind 2024’s deflated numbers is the absence of billionaire candidates Tom Steyer and Michael Bloomberg, who both spent large sums in their bids to become the Democratic nominee.

“Without Bloomberg and Steyer’s spending, 2024 only trails 2020 by $20 million,” said John Link, vp of data at AdImpact.

Overall, AdImpact forecasts the 2024 U.S. presidential race will generate $2.68 billion in ad spend, down from $3.08 billion four years ago.

The latest survey from Morning Consult, conducted July 26-28, puts Harris one percentage point above Trump, 47% to 46%. The share of registered voters who said they’d vote for Joe Biden never exceeded 45%, according to polling going back to late 2022.