Source: OLIVIER DOULIERY / Getty
Joe Biden‘s presidential campaign will roll out a $280 million fall advertising campaign, according to The New York Times. Two hundred twenty million is geared towards television and $60 million is planned for digital ads across 15 states in the lead-up to the November election. Some of this money will go towards networks that target Black voters, according to the Biden campaign.
The campaign has yet to lay out exactly how much it’ll be spending in each state, but the initial ad buy involves 10 states that Donald Trump won in 2016 — including Michigan, Wisconsin and Pennsylvania — as well as more traditionally conservative states like Georgia and Texas. Ad money will also go to states Hillary Clinton won in 2016, including Minnesota, Nevada, New Hampshire, Colorado and Virginia.
Biden’s campaign also said they will continue to book national ads, including on “major viewing events” such as news and sports, and on networks geared towards Black audiences like BET, TVOne, Bounce and OWN, which together officials say will reach half of Black households.
Biden’s campaign also has a strategy specifically geared towards young people. The senior adviser of his campaign, Symone Sanders, said the team’s youth-focused advertising program will include both television communications and a substantial digital presence. Biden had some difficulty attracting young voters in the primaries and Sanders said the campaign is trying to find methods to energize the youth in the fall.
“We are committed to pursuing all avenues to connect with younger voters,” Ms. Sanders said, discussing options like “expanding our paid media presence with younger-skewing apps like Snapchat.”
The ad reservation will begin on September 1 and so far, Biden’s ad campaign is the biggest of the 2020 race between him and Trump. Trump has set aside more than $145 million in television ads in 11 states beginning after Labor Day. He has yet to announce the scope of his digital reservations.
Biden’s team told The New York Times that their messaging heading into November is “a clear referendum on Donald Trump and his failed leadership on COVID and also on the economy,” explained Jennifer O’Malley Dillon, Biden’s campaign manager.
In more messaging previews to The New York Times, Biden’s chief strategist Mike Donilon said that Biden offers stability compared to Trump’s “erratic” behavior. Donilon also said Biden represents “core American values” compared to “walking away from them,” and Biden represents someone “willing to bear the burden” of leading.
The campaign officials also said Biden will often use his own voice to make his case in the ads. The campaign said it would focus their attention on longer and more expensive minute-long ads compared to the typical 30-second spots.
Amid all this, Biden is expected to make his vice-presidential selection next week. Biden asserted in March that his running mate will be a woman and so far, everyone from Sen. Kamala Harris to Sen. Elizabeth Warren have been rumored for the spot.
Biden’s $280 Million Ad Campaign Includes Black TV Networks was originally published on newsone.com
