Chart: Trump's Ad Spending Still Small Compared to Clinton's
Editor's note: Here's the 28th 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). Some context from Simon Dumenco follows. --Ken Wheaton
Our post last week was headlined "Trump Only Needs to Spend, Oh, Another $100M or So to Catch Up to Clinton." And though there's been some newsworthy momentum from the Trump campaign in terms of developing some sort of ad strategy -- see, for instance, "These Are the Top TV Shows for Trump Ads So Far" -- the fact remains that Team Trump remains, for now, almost absurdly far behind the Clinton camp.
It's almost like they're running in different elections, for different offices.
To visualize the disparity between Trump and Clinton on the ad fromt, we plotted their booked TV+radio ad spending -- and included, as always, spending by the campaigns themselves together with the PACs supporting them. Our chart is interactive (hover on desktop or touch on mobile) so you can see spending by date through the rest of the election season.
Source: Ad Age analysis of data from Kantar Media's CMAG.
Spending and ad buys (future buys subject to change) for presidential campaigns, PACs and advocacy groups from Aug. 26, 2016, through Nov. 7, 2016.
Combined spending by Libertarian Party candidate Gary Johnson and other PACs and advocacy groups for the same time period is $663,102.
Pay structures differ for candidates and PACs. Candidates pay the lowest unit rate. PACs pay whatever the market will bear.
Chart by Ad Age Digital Content Producer Chen Wu.