Surprise! Trump, Clinton and Their PAC Allies Just Booked Another $55.7M in Last-Minute TV, Radio Ads
Editor's note: Here's the 38th 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
It wasn't that long ago (read: September) when Presidential campaign ad spending was actually trailing Senate campaign ad spending -- mostly because of Donald Trump. Not only did Trump think, for much of the race, that "I don't even need commercials," but his campaign and pro-Trump PACs simply had a lot less money to spend than the Hillary Clinton campaign and pro-Clinton PACs.
But now, suddenly, not only is Donald Trump apparently putting more of his own money into ad spending (reportedly at least $10 million), but new pro-Trump PAC money has been rushing in, including from Las Vegas casino magnate Sheldon Adelson and Cubs owner Joe Rickets.
The bottom line: In the last 10 days, TV and radio ad spending by Team Trump (the Trump campaign plus pro-Trump PACs) and Team Clinton (the Clinton campaign plus pro-Clinton PACs) has surged by $55.7 million combined.
Team Trump's increase: $24.2 million.
Team Clinton's increase: $31.5 million.
That's as of noon today, as ad-booking activity was still in progress -- which means the number seems destined to spike even more.
Where's the money going? Check out our interactive maps, below; hover over (or on mobile, tap on) the background color of a state to see the spending increases in each targeted state.
One other note: Presidential campaign TV and radio ad spending (including all the dropouts and the primary season) now exceeds $1 billion.
Based on ad spending (future buys subject to change) for presidential campaigns from Nov. 1 through Nov. 7, 2016, as of noon Nov. 4, 2016.
Includes candidates and PACs. Pay structures differ for candidates and PACs. Candidates pay the lowest unit rate. PACs pay whatever the market will bear.
Spending added for cable and other national buys may include some local markets and includes $1.9 million for Clinton and $447 thousand for Trump.