A $25 million buy is bigger and earlier than the Obama and Trump reelection strategies.
This same discomfort has Trump’s team crowing, even as they focus on juggling four separate criminal indictments and a ragtag debate stage of Republican rivals.
Even in an off year, Biden aides say $25 million buys the Biden campaign about 3,500 gross ratings points in northern states like Pennsylvania, Michigan and Wisconsin, and 2,000 or more points in Arizona, North Carolina, Nevada and Georgia, with a similar volume of digital spending. As a rough approximation, 100 ratings points allows all viewers to see a spot once, so 3,500 is a frequency of 35 ad views per viewer. Over 16 weeks, this works out to about 20 percent of the ad volume that a presidential campaign typically runs in the closing months, according to ad buyers.The buy includes some national cable advertising on MSNBC’s “Morning Joe” — a favorite of Biden’s during his morning workout — as well as daytime Fox News and prime time CNN.
But the bulk of the money is going to traditional swing-state broadcasts, digital platforms like YouTube and even streaming television offerings like Hulu and Freebie, the campaign said. Some of the Spanish-language advertising is going to WAPA, the Puerto Rican television network that is watched in states like Pennsylvania.
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