The States Where Clinton and Trump Are Advertising the Most Until Election Day

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

Editor's note: Here's the 36th 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

• ICYMI, last Friday's previous edition of Campaign Scorecard: "The Hard Math of the Trump Campaign's Last-Minute TV and Radio Ad Strategy." Also ICYMI, an interim report from Wednesday: "The (Updated) Bottom Line Regarding the Trump Campaign's Last-Minute Ad Surge."

• On Wednesday we reported that we were seeing basically $120 million of booked TV and radio advertising leading up to Election Day. That total has now burned down to $103 million remaining from today through Nov. 7.

• There are effectively only three players spending in the millions: The Trump campaign, the Clinton campaign and a pro-Clinton PAC called Priorities USA Action. The Trump campaign has $40 million in remaining booked advertising; the Clinton campaign combined with Priorities USA has $63 million in booked advertising.

• What this means is that even though the Trump campaign is carrying through with its recently announced plan for a last-minute surge of advertising, technically overtaking the Clinton campaign in the final stretch of the race, practically speaking, voters in key states will still see more pro-Clinton/anti-Trump ads than pro-Trump/anti-Clinton ads. That's because of Priorities USA -- and also because the various pro-Trump PACs have basically fallen by the wayside.

• Our map below is interactive; mouse over (or on mobile, tap on) the background color of the states in yellow, orange and pink for drill-down data.

• What's remarkable is how much both campaigns are betting on Florida. The Trump campaign's spending just under $10.5 million there; the Clinton campaign combined with Priorities USA are spending just over $18.8 million there.

• The Florida-specific spending actually exceeds the national ad buys (shown separately below our map).

• Texas, meanwhile, has $35,301 of booked advertising coming its way -- courtesy of Team Clinton. (Not counting national ad buys, Trump's not spending to target the Lone Star State.)

Booked Presidential Campaign Ad Spending
on TV and radio from Oct. 21 through election day
States where only Clinton and pro-Clinton PACs have booked spending
States where only Trump and pro-Trump PACs have booked spending
States where both Trump and pro-Trump PACs and Clinton and pro-Clinton PACs have booked spending
Hillary Clinton's ad spending in District of Columbia: $60,690
Hillary Clinton's total booked spending: $63,032,066
Donald Trump's total booked spending: $40,190,516
Total booked spending: $103,222,582
National ad buys (Hillary Clinton): $8,251,986
National ad buys (Donald Trump): $6,916,203
Source: Ad Age analysis of data from Kantar Media's CMAG.
Spending and ad buys (future buys subject to change) for presidential campaigns from Oct. 21, 2016, through Nov. 7, 2016, as of Oct. 20, 2016.
Totals include candidate committees and PACs/advocacy groups who have endorsed the candidate. Pay structures differ for candidates and PACs.
Candidates pay the lowest unit rate. PACs pay whatever the market will bear.

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