Strapped for cash, Trump pulls ad spending in N.H., other states

Published: 10/12/2020 8:24:33 AM
Modified: 10/12/2020 8:24:21 AM

President Donald Trump stopped all of his television and radio advertising in three states and substantially reduced it in four others in recent weeks after his lackluster fundraising left him unable to match a surge in spending by his Democratic challenger, Joe Biden.

Trump’s retreat from Ohio, Iowa and New Hampshire reflects his struggle to change the dynamics of a race that polls suggest he is on track to lose. In the six weeks since his party’s national convention, Trump’s campaign has yanked more than $17 million in ads he’d previously booked in those states.

Two of them, Ohio and Iowa, are must-wins for the Republican president. Polls show him running almost dead even with the former vice president in both. Trump’s withdrawal of advertising in those states – despite the risk – is a sign of his campaign’s poor financial condition.

“It seems the Trump campaign has reached the point where they have to do some triage,” said Travis Ridout, co-director of the Wesleyan Media Project, which tracks political ads. “They don’t seem to have enough money to run ads everywhere.”

By contrast, Biden has been sharply increasing his ad spending across the entire election map and has begun pouring money into states that once looked out of reach. Among them are Texas, Georgia, Ohio and Iowa. In the week that ends Monday, Biden’s $36 million in TV and radio spots overall is double Trump’s $18 million, according to Advertising Analytics, an ad tracking company.

The reason for the disparity is clear: Trump has far less money than Biden. At the end of August, Biden reported $466 million in the bank, and Trump $325 million, according to filings at the Federal Election Commission and tallies shared by the campaigns.

“If you are Trump’s campaign manager, you never expected to find yourself in this situation this late in the campaign, where the Democrat has a lot more money,” said Linda Fowler, professor emerita of government at Dartmouth College in New Hampshire.

“It’s because of a combination of things, like Trump’s people spending way too much money early on on things like expensive Super Bowl ads. And Biden’s fundraising, which initially looked so weak, took off in a big way.”

Since the end of August, Trump has also cut $11 million in ad time that he’d previously reserved in Nevada, Minnesota, Wisconsin and Michigan, according to Advertising Analytics.

Part of what Trump is doing is shifting resources into states he sees as essential to get the 270 electoral votes he needs to win a second term in the Nov. 3 election: Florida, Georgia, North Carolina and Arizona. Trump added $18 million to the ad spending he’d already reserved for the last six weeks in those states.

Trump’s financial strain is also showing in Pennsylvania, another state he can’t afford to lose. After pulling about $2 million in ads he’d planned to run there in September, he has ramped up spending in Pennsylvania in the last couple of weeks.

In the campaign’s final weeks, Trump could shift priorities and spend heavily in states where he has pulled back. But more than 9 million Americans have already cast their ballots and more people vote each day, so the target audience is steadily shrinking.

Trump spokeswoman Samantha Zager said Democrats and the media were applauding Biden “for overspending on TV ads.” She said Trump’s campaign had been “talking directly with voters for years in all of these states,” in part through online content and digital ads.

In 2016, Trump’s Democratic rival, Hillary Clinton, outspent him on advertising, but his brash antics drew enormous free media coverage.

Trump’s woes are clear in the latest polls. Biden has widened his lead nationwide to 10 percentage points, according to a FiveThirtyEight aggregate of public surveys.

More threatening to Trump is the daunting electoral college map: Polls show Biden ahead in every state that Hillary Clinton carried in 2016 and in nine of those that went for Trump.

Voters prefer Biden by more than 5 percentage points in the three states Trump won by tiny margins: Michigan, Wisconsin and Pennsylvania. Biden holds narrower leads in six other states that Trump carried: Florida, Arizona, North Carolina, Iowa, Ohio and Georgia.

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