Editor's note: Here's the 31st installment of the 2016 Presidential Campaign Ad Scorecard. The chart below represents a collaboration between the Ad Age Datacenter -- specifically, Kevin Brown, Bradley Johnson and Catherine Wolf -- and Kantar Media's Campaign Media Analysis Group (CMAG), together with Ad Age Digital Content Producer Chen Wu. Some context from Simon Dumenco follows. --Ken Wheaton
Earlier this week Donald Trump's campaign engaged in some insta-advertising -- quickly creating an ad that slammed Hillary Clinton for slamming Trump supporters with her notorious "deplorables" comment; it was slated to get TV time in at least four battleground states: Florida, North Carolina, Ohio and Pennsylvania.
But the reality is that, as much attention as that rapid-response advertising effort got, spending by the Trump campaign, together with pro-Trump PACs, continues to be a small fraction of the spending we're seeing from the Clinton campaign together with pro-Clinton PACs. In terms of booked TV and radio ad time from today through election day, Team Clinton is tracking at roughly 33 times the outlay of Team Trump.
(Click here for one theory: that Trump is conserving cash for an October all-out attack-ad blowout against "Crooked Hillary.")
Meanwhile, speaking of stretching the value of ad dollars: Libertarian candidate Gary Johnson made news on Tuesday when his campaign announced that he's managed to get on the ballot in all 50 states and Washington, D.C. -- and he's achieved that milestone with very little spending on TV and radio. Though he has been doing some advertising (see: "Is Gary Johnson Running for TV or for President?"), his spending relative to Clinton and Trump is so small you can't even see his bars in our bar chart below.
To put all this another way, of the $149,912,723 millon in booked TV and radio spending through election day for these three presidential candidates, $145,299,727 is being spent by the Clinton campaign combined with pro-Clinton PACs.
Spending and ad buys (future buys subject to change) for presidential campaigns from Sept. 16, 2016, through Nov. 7, 2016, as of Sept. 15, 2016.
Pay structures differ for candidates and PACs. Candidates pay the lowest unit rate. PACs pay whatever the market will bear.