Things are starting to heat up as the Democratic side of the race burns cash to fuel Joe Biden’s TV and Digital Ad campaign this fall, which will reserve airtime to 15 states, almost twice the amount reserved by the Republican President Trump’s team.
NEW: The Biden Campaign announced largest ad buy ever by a presidential candidate with $280 million reserved. The Trump campaign currently has about $147 million reserved.#FOX26AM #LIVEDESK pic.twitter.com/PWB6vSC3QS— Michael Ikahihifo (@Mike_Ikahihifo) August 5, 2020
Voters from 15 states will see more of Joe Biden this fall as the Democratic presidential nominee launched its $220 million worth of television airtime and $60 million digital ads campaign. Axios reports that as part of the campaign strategy to draw Biden closer to its supporters, Biden will personally deliver a message relating to two key national issues that rocked America, the Coronavirus pandemic, which Trump failed to show command and leadership, and a crippled economy that greatly suffers in this outbreak. The team strategist shared with the Associated Press that the goal of this campaign is for people to see Biden as someone with a kind of reassuring presence and stable leadership. This ad campaign cost challenges that of $147 million the Trump campaign has reserved, according to a review of Kantar's Campaign Media Analysis Group.
The campaign invests in airtime to Republican strongholds states Georgia, Arizona, and Texas; traditional swing states like Pennsylvania, Michigan, Florida, North Carolina, Wisconsin, Iowa, and Ohio; including the states of Minnesota, Nevada, New Hampshire, Colorado and Virginia where Clinton won in 2016. For its digital ads, the team will avail services on streaming platforms Hulu, YouTube, and ESPN, as well as podcasts and mobile and online gaming platforms based on AP. With a major shift in the traditional campaign because of the restrictions imposed on gatherings due to the increasing number of coronavirus cases in the U.S, the Democrats considers leaning on a paid media campaign to bring voter education highlighting options for voting as voters expect to vote via mail and voting requirements for first-time voters in this election. Biden’s campaign manager, Jen O’Malley Dillon, said that it is their responsibility to give voters everything they need to be able to vote, to vote early and to vote safely. “We believe that our advertising strategy is going to do just that and serve as a way to break through from a lot of the misinformation out there”, she added.
Though Biden’s campaign did not disclose the actual spending per state, his camp considers this as the largest ad spending by a presidential candidate. Once the VP list is final and announced next week of the following week, his campaign aides said that it will surely add a strong presence in their advertising. In a press release, The Democratic National Convention announced that Biden and the convention speakers will no longer travel to Milwaukee, instead, he will address and accept the Democratic nomination from his home state in Delaware.