Anti-Trump TV, Radio Ad Spending Still Outpaces Spending by Trump Campaign Itself

And More Insights From Our 10th Ad Age 2016 Presidential Campaign Ad Scorecard

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The Ad Age Presidential Campaign Ad Scorecard is sponsored by The Trade Desk

Editor's note: Here's the 10th installment of the 2016 Presidential Campaign Ad Scorecard, a comprehensive view of spending across broadcast, cable and satellite TV as well as radio. The charts below represent a collaboration between the Ad Age Datacenter -- specifically, Kevin Brown, Bradley Johnson and Catherine Wolf -- and Kantar Media's Campaign Media Analysis Group (CMAG). Some context from Ad Age's Simon Dumenco follows. --Ken Wheaton

• The biggest jump in this scorecard vs. our previous scorecard: Donald Trump is now at No. 7 -- up from No. 9. That's thanks to a nearly $2 million increase in the Trump campaign's spending on TV and radio ads, from a cumulative $18,093,980 last time to a cumulative $20,086,021 this time.

• The cumulative amount spent by anti-Trump PACs and advocacy groups on TV and radio pretty much stalled out weeks ago (background here). The total's up to $24,927,837 this time vs. $24,886,832 last time -- an increase of a mere $41,005. That said, cumulative anti-Trump TV and radio ad spending still outpaces pro-Trump TV and radio ad spending (overwhelmingly by the Trump campaign itself) by nearly $4.8 million.

• Another shift in our ranking: The cumulative total of TV and radio ad spending by the Bernie Sanders campaign and pro-Bernie PACs and advocacy groups is now more than the cumulative total of TV and radio ad spending by the defunct Marco Rubio campaign and the PACs and advocacy groups in his corner.

• Our tallies include advance bookings through Nov. 7.

Scroll down below the charts for some additional important notes...

Presidential Campaign Ad Scorecard
Tracking spending on broadcast, cable and satellite TV, and radio.
Presidential Campaigns Ad Spend by Candidate Ad Spend by PACs* Total PACs and advocacy groups*
1 Hillary Clinton $59,486,683 $67,799,340
NARAL Pro-choice America; Priorities USA Action
2 Jeb Bush $4,620,417 $75,602,270
Right to Rise USA
3 Bernie Sanders $72,452,527 $471,539
Communications Workers of America; Friends of the Earth Action; National Nurses United for Patient Protection
4 Marco Rubio $17,666,300 $52,582,834
American Opportunity PAC; Baby Got PAC; Conservative Solutions PAC; Conservative Solutions Project
5 Ted Cruz $16,101,308 $18,132,857
Courageous Conservatives PAC; Keep the Promise I and III; Lone Star Committee; Stand for Truth PAC; Trusted Leadership PAC; Wisconsin Right to Life Victory Fund
6 Anti-Donald Trump** $24,927,837
American Future Fund; Club for Growth; Club for Growth Action; Make America Awesome; Our Principles PAC
7 Donald Trump $20,086,021 $80,951
Florida for Trump; Great America PAC
8 John Kasich $3,552,710 $16,369,545
New Day for America; New Day Independent Media Committee
9 Chris Christie $771,006 $17,708,961
America Leads
10 Ben Carson $5,356,382 $410,603
Black America's PAC Action Fund; Our Children's Future; The 2016 Committee
All other: $28,178,925. Total: $502,359,016.

Source: Ad Age analysis of data from Kantar Media's CMAG.
Spending and ad buys (future buys subject to change) for president campaigns from April 5, 2015, through Nov. 7, 2016, as of April 21, 2016.
Pay structures differ for candidates and PACs. Candidates pay the lowest unit rate. PACs pay whatever the market will bear.
*Includes political action committees and advocacy groups. **Some of the PACs listed as opposed to Donald Trump also spent money related to other candidates' campaigns.

Spending by date by candidate (top 5 spenders)
Click and drag in the plot area to zoom in

• As always, our charts, which were designed by Ad Age Digital Content Producer Chen Wu, are interactive. Click on the arrows in the first chart to sort and resort. And hover over the second chart to get drill-down data. You can also select and deselect individual candidates (by clicking on the color blocks next to their names) in the second chart to include or exclude them from view.

• As previously noted, because we take a cumulative view of ad spending (starting April 5, 2015), the dropouts -- Jeb Bush, Ben Carson, Chris Christie and Marco Rubio -- are still included in the top 10 chart. The second chart -- which tracks spending over time -- focuses on just the five major candidates still in the race.

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