Editor's note: Here's the 25th 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
As Donald Trump's terrible week limps to a close, a reminder about some Trump news that seems to have already slipped through the cracks: His campaign suddenly has money to burn. Lots of it. (See CNBC's report: "Donald Trump raises $80 million in July, has $37 million war chest.")
The question is: With all that cash on hand, will he finally start spending some real money on TV and radio advertising?
As we noted in our July 22 Campaign Scorecard, Trump has a strong POV about the necessity -- or lack thereof -- of advertising in his campaign. "You know, I go around, I make speeches, I talk to reporters," the Associated Press quoted him as saying in late June. "I don't even need commercials, if you want to know the truth."
That said, Trump is spending some money on ads. Per my colleague Kate Kaye, who conducted an analysis of Federal Election Commission reports covering the full month of June: "The Trump campaign paid San Antonio-based firm Giles-Parscale $1.63 million for digital ads and consulting. ... The Trump camp also spent around $29,000 on Facebook advertising in June, which it purchased directly." That's considerably more than the combined spending of the Clinton campaign and the Hillary Victory Fund (a joint fundraising effort of the campaign and the Democratic National Committee) on online ads in June: $425,000.
But take a look at our charts below -- specifically the second one (pro tip: hover over the bars to see breakdown numbers) -- and the story changes dramatically. Hillary Clinton and pro-Clinton PACs and advocacy groups have spent (to date, and pre-booked through Nov. 7) $173.8 million on broadcast TV ads, $46.3 million on cable TV ads, $6.2 million on satellite TV ads and $11.1 million on radio ads -- which puts her within sight of the quarter-billion mark ($237.4 million to be exact).
Whereas Donald Trump and pro-Trump PACs and advocacy groups have spent (to date, with no advance buys on the books yet) $18.3 million on broadcast TV ads, $8.3 million on cable TV ads, $1.7 million on satellite TV ads and $1.7 million on radio ads -- for a total of $30 million.
Spending and ad buys (future buys subject to change) for president campaigns from April 5, 2015, through Nov. 7, 2016, as of Aug. 4, 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.
Charts by Chen Wu.