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Democratic presidential candidate U.S. Vice President Kamala Harris greets members of the audience at a campaign rally at the United Auto Workers Local 900 union on August 8, 2024 in Wayne, Michigan.
Andrew Harnick | Getty Images
The Harris campaign announced Saturday that it has booked at least $370 million in television and Online Advertising In the key battlegrounds that will take place between Labor Day and the November elections.
During the nine weeks leading up to Election Day, Harris Campaign The company plans to allocate $170 million to TV advertising and $200 million to digital advertising on platforms such as Hulu, Roku, YouTube, Paramount, Spotify and Pandora.
Nearly a month after President Joe Biden dropped out of the race and endorsed Harris, she is working to introduce herself to voters before former President Donald Trump does so first.
Harris's campaign announcement Saturday is an effort to get the first choice of advertising spots ahead of the Republican presidential campaign.
“By booking early, the Harris-Walz campaign secures inventory during high viewership moments like major sporting events and other national programming before it sells out,” Harris’ deputy campaign managers Quentin Foulkes and Robert Flaherty wrote in a campaign memo.
Those prime-time ads include season premieres of TV shows like ABC's “Grey's Anatomy” and “The Golden Bachelor” along with live sporting events like NFL, WNBA, NBA, NHL and MLB, the campaign said.
“Prices go up the closer the broadcast date gets, and there is less inventory to choose from,” Foulkes and Flaherty added. “So by buying later, Trump spends more per ad buy and gets worse ad placements, especially for high-viewership programming like live sports.”
The Trump campaign has dismissed the idea that it needs to catch up with Harris and said her campaign's new ad blitz is a case of overspending.
“Ads supporting President Trump are actually being seen by more people than [Harris] “She is spending so much money on advertising that her campaign is spending recklessly and recklessly because she has no idea how to run a successful campaign,” Trump campaign spokesman Stephen Cheung said in a statement to CNBC.
The Harris campaign’s choice to spend an additional $30 million on digital advertising reflects a growing push for campaigns to go beyond the traditional TV advertising model to reach voters in today’s more fragmented media environment.
Since Vice President Kamala Harris launched her presidential campaign, her campaign has aired $33 million worth of TV and radio ads, according to tracking firm Impact announcementThe Harris Victory Fund has spent more than $43 million on Facebook and Google ads, more than any other campaign in the presidential race so far.
“We believe we are on track to spend more on digital persuasion than any political organization ever,” Foulkes and Flaherty wrote in a campaign memo.
Harris' campaign is also placing daytime ads on Fox News in an attempt to reach a “more moderate audience,” including supporters of former Republican presidential candidate Nikki Haley, whom she believes she can convince to vote blue.
Harris' fall advertising campaign will begin during the crucial last mile of the race when the party conventions end and Democrats and Republicans make their final pitches to voters in swing states.
Compared to Biden's campaign in 2020, Harris' campaign said it is spending twice as much on TV ads in Pennsylvania, more than twice as much in Wisconsin, four times as much in Georgia and six times as much in Nevada.
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