State-by-State Map: How the Clinton and Trump Camps Spent $595 Million on TV, Radio Ads
Editor's note: Here's the 37th 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
As we approach the end of the Campaign Scorecard project, forgive us if we get a bit misty-eyed as we look back at where we've been.
In the early days, there were some well-funded pretenders to the throne -- including Jeb "Jeb!" Bush. Certain Super PACs took such a shine to him that they spent just under $76 million on TV and radio ads on his behalf (his campaign itself spent just under $5 million).
There was also a fellow named Bernie Sanders, who, for a while, was actually outspending his Democratic rival Hillary Clinton. By the bitter end, Mr. Sanders burned through just over $76 million on TV and radio ads (less than $500,000 worth of pro-Sanders TV and radio ads were funded by PACs).
Oh, and a fresh-faced Floridian named Marco Rubio didn't do too bad for himself either, in terms of TV and radio ad-spending -- $70 million between his campaign and pro-Rubio PACs. (There were other supporting characters in our Campaign Scorecard posts -- including a sleepy doctor and an expert on New Jersey bridge traffic -- but life is short, so we're sticking to the top 5 here.)
And then there were two.
Except one of the two was truly one-of-a-kind -- particularly when it came to his advertising strategy, or lack thereof. "You know, I go around, I make speeches, I talk to reporters," Donald J. Trump said in June. "I don't even need commercials, if you want to know the truth."
Mr. Trump had a change of heart starting around August -- and there's been a lot of talk from the Trump camp lately about cranking up ad spending even further leading up to Election Day, which may affect the cumulative state-by-state spending map you see here (stay tuned for next Friday's Campaign Scorecard).
But for now Sec. Clinton and pro-Clinton PACs are miles ahead of Mr. Trump and pro-Trump PACs in the TV-and-radio ad game. The tally right now (including primary season and the general election): $436.4 million spent by Clinton and her allies vs. $158.5 million spent by Trump and his allies -- $594.9 million in all.
As always, our map is interactive; hover over (or on mobile, tap on) the background color of a state to see the spending totals for Team Clinton and/or Team Trump. (The states in yellow saw state-targeted spending only by the Clinton camp, but may have seen Trump ads -- as well as Clinton ads -- that were part of national ad buys; see below.)
Spending and ad buys (future buys subject to change) for presidential campaigns from April 5, 2015, through Nov. 7, 2016, as of Oct. 26, 2016.
Pay structures differ for candidates and PACs. Candidates pay the lowest unit rate. PACs pay whatever the market will bear.
Totals includes political action committees and advocacy groups.
Some ad spending in opposition to Hillary Clinton or Donald Trump is counted toward the PAC total of the other.
In the map, some spending attributed to U.S./national ad buys may be local cable.