AdAge reports the $1.3 billion total, which includes TV and radio advertising as well as digital spending across Facebook and Google brands, comes to us via the latest Ad Age Campaign Ad Scorecard analysis—an ongoing project led by Ad Age Datacenter Director of Data Management Kevin Brown in partnership with Kantar/CMAG. The figure tracks spending from Jan. 1, 2019, through Election Day 2020, including any advance purchases of ad space that had been booked by May 11.
Given an incumbent Republican president and the wide range of Democrat hopefuls who battled amongst themselves through the spring, you’d expect a disparity in spending by the two parties tilted heavily toward the Dems. But Datacenter’s tally shows that the gap to date—nearly $1.1 billion—remains almost absurdly distorted by a couple of wildcards that, at this point, seem like distant memories.
Meanwhile, the ad spending by the presumptive Democratic presidential nominee, Joe Biden, comes to $41 million, with just $20 million devoted to digital. And across our three tracked platforms—TV, radio and digital—the spending mostly came during the primary season.
What happens next? Biden, who faces a political fundraising environment depressed by the COVID-19 recession, will likely continue to spend comparatively modestly. President Trump will, of course, continue to use his pandemic press conferences as self-congratulatory quasi-rallies—free advertising for the Trump brand, so to speak, that costs him nothing. As for the actual Trump campaign, well, Brad Parscale, the digital-savvy chief of the reelection effort, promises to ... obliterate Biden:
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