Editor's note: Here's the 30th 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
Here we are in the general election, and it still doesn't really feel like the general election -- at least when it comes to the presidential campaign advertising landscape. Or maybe, more accurately, it halfway does, with Team Clinton doing the overwhelming amount of spending.
Donald Trump's campaign got a lot of media attention in mid-August when it released its first TV ad of the general election -- a 30-second spot on immigration contrasting "Hillary Clinton's America" and "Donald Trump's America" -- and then a bit more buzz when a similarly templated ad focusing on the economy was released a couple weeks later.
But the spending backing those ads so far has been modest, and going forward through the fall, when you combine Trump's booked TV and radio spending with that of pro-Trump PACs, the story's basically the same.
The map you see here focuses on local-market spending on TV and radio by the campaigns together with their respective PAC backers, counting bookings from Sept. 8 through Nov. 7. (Our map is interactive; mouse/hover over the states in yellow and orange for drill-down data. For best results, view this map on desktop or on a mobile device with a larger screen, such as a tablet.)
Only in Virginia are the two candidates within spitting distance of each other. Everywhere else, the differential is rather breathtaking -- like in Ohio, where Clinton and pro-Clinton PACs are set to spend 24 times as much as Trump and pro-Trump PACs.
Spending and ad buys (future buys subject to change) for presidential campaigns, PACs and advocacy groups from Sept. 8, 2016, through Nov. 7, 2016, as of Sept. 7, 2016.
Pay structures differ for candidates and PACs. Candidates pay the lowest unit rate. PACs pay whatever the market will bear.
Data reflect spending in local markets; data exclude spending on cable TV networks, broadcast TV networks and national radio. Data exclude booked spending for Libertarian Party candidate Gary Johnson and other items not directly related to Hillary Clinton or Donald Trump.