Anti-Trump TV and Radio Ad Spending Has Stalled Out
Editor's note: Here's the sixth 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
• As previously noted, because our charts offer a cumulative view of ad spending (starting April 5, 2015), the dropouts -- Jeb Bush, Ben Carson, Chris Christie and Marco Rubio -- are still included.
• Anti-Donald Trump TV and radio ad spending by anti-Trump PACs first gained enough critical mass to enter our chart on March 11; the total was $17.3 million. In the next week's chart, anti-Trump TV and radio ad spending by PACs overtook the amount ($18.5 million) spent by the defunct Chris Christie campaign and its PAC supporters; the anti-Trump total jumped to $22.4 million in our March 18 chart. This week, in the wake of anti-Trump PACs realizing that their ads seem to have little effect (see this take from Vox: "Donald Trump supporters don't care what the attack ads say"), their TV and radio ad spending has clearly plateaued; the anti-Trump total has inched up a mere $335,344 to $22.8 million.
More notes below the charts...
|Presidential Campaigns||Ad Spend by Candidate||Ad Spend by PACs*||Total||PACs and advocacy groups*|
|Right to Rise USA|
|American Opportunity PAC; Baby Got PAC; Conservative Solutions PAC; Conservative Solutions Project|
|Communications Workers of America; Friends of the Earth Action; National Nurses United for Patient Protection|
|NARAL Pro-choice America; Priorities USA Action|
|Courageous Conservatives PAC; Keep The Promise I and III; Lone Star Committee; Stand for Truth; Stand for Truth PAC; Trusted Leadership PAC|
|American Future Fund; Club for Growth; Club for Growth Action; Make America Awesome; Our Principles PAC|
|New Day for America; New Day Independent Media Committee|
|Florida for Trump; Great America PAC|
|Black America's PAC Action Fund; Our Children's Future; The 2016 Committee|
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 April 9, 2016, as of March 24, 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.
• The TV and radio ad spending of the Bernie Sanders campaign and pro-Bernie PACs rose nearly $2.2 million week over week, to $55.9 million.
• The TV and radio ad spending of the Hillary Clinton campaign and pro-Hillary PACs rose just $573,259 week over week, to $50.7 million.
• 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 block next to their names) in the second chart to include or exclude them from view.