Battleground state polls show the presidential race continues to be close, and that continues to power spending. Since Vice President Kamala Harris entered the race in July, AdImpact says her campaign has outspent former President Donald Trump’s in seven key battleground states by $62 million on traditional media like radio. Harris has spent $149 million vs. $86.6 million spent by Trump. But that gap is closing.
According to ad reservation data analyzed by AdImpact, Harris only holds a $4.9 million lead in future ads to air through Nov. 5. It says Harris’ campaign has reserved $94.8 million of ad time on traditional media, compared with $89.9 million for the Trump campaign.
One area where spending will increase is on Spanish-language stations, with the Trump campaign increasing its Hispanic outreach efforts. It just added $63,000 to its budget in Arizona, Nevada, and Wisconsin, according to AdImpact. Since Harris entered the race, she has spent $7 million on Spanish-language ads compared with $412,000 by the Trump campaign.
Both candidates are also now facing off in North Carolina, which had not been expected to be a battleground state. Harris has reserved $29 million worth of ad time there, compared with $17 million by Trump. That will help make up for a governor’s race that may see spending fade in the final days of the campaign cycle. On Monday, a spokesman for the Republican Governors Association said their current media buy in North Carolina expires today (Sept. 24) and they have no further ad placements planned. GOP candidate Lt. Gov. Mark Robinson has been trailing in the polls, and he has come under fire in recent days after reports surfaced about his online postings.
Pennsylvania is the biggest of all battlegrounds at this point in the campaign. AdImpact reports $316 million of future ad reservations are in place for the commonwealth, with a $112 million lead on No. 2 Michigan, where reservations total $204 million.
The television reservation data offers a clue where the most money is being spent. AdImpact says Philadelphia has $124.6 million worth of TV time currently reserved, followed by Pittsburgh ($66.1 million), Wilkes Barre-Scranton ($46.3 million), and the Harrisburg market ($44.7 million). Surprisingly, it is the U.S. Senate seat there driving most of the ad reservations, not the presidential contest.
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