As the Kamala Harris campaign gears up for a significant week at the Democratic National Convention in Chicago, their political team is also unveiling their strategy for spending advertising dollars to reach voters ahead of early voting and Election Day in November.
The campaign has allocated a substantial $370 million for advertising between September 2 and November 5, with approximately $170 million earmarked for traditional television advertising on both broadcast and cable networks. The campaign’s deputy campaign managers, Quentin Fulks and Rob Flaherty, stated that viewers in battleground states can expect to see Harris-Walz ads during high-viewership moments, including popular primetime programming such as Wheel of Fortune, Jeopardy, Abbott Elementary, Grey’s Anatomy, and Survivor, as well as major sporting events like college and NFL football games, WNBA and NBA games, NHL games, and MLB games.
In a strategic move, the Harris campaign is also planning ad buys on Fox News to reach a potentially more conservative audience, particularly during daytime programming which attracts a more moderate viewership. This expansion to new networks reflects the campaign’s effort to reach a broader spectrum of voters.
A significant portion of the advertising budget, $200 million, will be allocated to digital platforms such as streaming services, connected TVs, audio platforms, podcasts, and more. The campaign recognizes the fragmented nature of media consumption and aims to secure premium inventory on platforms like Hulu, Roku, YouTube, Paramount, Spotify, and Pandora.
Executives at media companies like Paramount, Fox, and Nexstar have indicated that they expect political spending to boost revenue at their TV holdings. Paramount CFO Naveen Chopra highlighted the return of live sports and new fall programming as factors that will improve advertising trends, while Nexstar COO Michael Biard noted the positive impact of a competitive presidential race on ad revenue.
While the Harris campaign did not provide a breakdown of spending by battleground state, they emphasized their significant investments in key states compared to Joe Biden’s 2020 presidential campaign. The campaign stated that they are investing twice as much in TV in Pennsylvania, more than twice as much in Wisconsin, four times as much in Georgia, and nearly six times as much in Nevada.
The Democratic National Convention, taking place from August 19-22, will feature Joe Biden and Dr. Jill Biden as keynote speakers. The convention will provide a platform for outlining the Harris-Walz vision for the future and emphasizing the importance of the upcoming election.
In conclusion, the Kamala Harris campaign’s strategic allocation of advertising dollars reflects their commitment to reaching a diverse audience through traditional television, digital platforms, and new networks. With a focus on key battleground states and a significant investment in advertising, the campaign is poised to make a strong impact leading up to Election Day in November.
