More than $800 million in total political spending was recorded nationwide last week, according to the ad tracking firm AdImpact. That total will be surpassed this week, the firm says, as the final days of the election cycle mean there is no time left to hold back the dollars campaigns have in their war chests. Since President Biden dropped out of the race in July, AdImpact calculates Vice President Kamala Harris and her allies have spent $134.94 per second on advertising, while former President Trump and his allies have spent $82.76 per second.
The blitz of ads is now leading to some sell-outs, with reports that ratings leader WPVI-TV Philadelphia is now sold out of all inventory through Election Day. Other television stations may soon be in the same situation, sending political ad-buying teams to other mediums — something that is sure to help give radio a boost in the final days of the campaign.
AdImpact says it is not surprising to see a Philadelphia station sold out, considering 11% of all political advertising since the end of 2023 has been in Pennsylvania — and Philly accounts for 40% of that.
The latest data for Presidential ad spending in the final two weeks of the campaign show the biggest total set to be spent in Pennsylvania. The Trump team has $45.6 million in ads reserved, while Harris and her allies have $41.8 million in ads reserved. North Carolina is the only other tossup state where Trump holds a lead over Harris, with his total of $18.3 million in reservations surpassing her $17.4 million.
AdImpact says Harris has the spending lead in five other states, including Michigan ($26.3M vs. $23.5M), Georgia ($26.7M vs. $19.4M), Arizona ($17.8M vs. $11.7M), Wisconsin ($16M vs. $11.3M), and Nevada ($6M vs. $4.7M).
The battleground states in the presidential race were expected to see a flood of advertising, but there have been some surprises too. The most expensive Texas election on record is now on the books for 2024 as $141 million in spending and reservations has been spent as incumbent Sen. Ted Cruz (R-TX) faces a serious challenge from Rep. Colin Allred. AdImpact says spending is up 113% from 2020 and 156% from 2018, when the Cruz campaign spent just $17.1 million. This year, they have spent $26.4 million so far.
The battle for control of the U.S. Senate is pushing spending higher in several states. On Thursday, the Senate Leadership Fund — the super PAC linked to Senate Minority Leader Mitch McConnell (R-KY) — said it will add to that with $42 million in additional spending. That includes a reported $6.2 million buy in Nevada, where ads will go to radio, TV, and digital to support GOP challenger Sam Brown as he looks to knock off incumbent Sen. Jacky Rosen (D-NV).
Meanwhile, with polls now showing some races likely out of reach, resources are being sent to where they can do the most good. For instance, other Republican groups are reportedly no longer funneling ad dollars into the Senate races in Nevada and Arizona, while the Republican group Preserve America PAC has canceled $4.2 million in reservations across Michigan markets.
AdImpact says Republicans are investing 63% more in Senate toss-ups than they did in 2022 compared to an 18% bump for Democrats. As a result, Republicans currently hold a spending advantage in three of the four states where the race could go either way — Pennsylvania, Wisconsin, and Michigan — while Democrats have the spending advantage in Ohio.
Among the Senate races not considered toss-ups, the GOP also holds the advantage in Texas, Maryland, and Florida, while Democrats are outspending Republicans in Montana, Nevada, and Arizona.
Additionally, several ballot initiatives are pushing spending. More than $140 million has been spent on abortion-related amendments across nine states this year, according to AdImpact data. Groups supporting access to abortions have massively outspent groups opposing access. Top spending abortion-related amendments this year have been in Florida, where $76.2 million has been spent on ads, followed by Arizona ($15.7 million) and Missouri ($14.8 million).
Based on current spending and reservation data, AdImpact says the 2024 election cycle is tracking toward a record. Political analysts predict the week of Oct. 27 to be the peak based on current reservations. Combining what has been spent so far with what is booked to run, the 2024 cycle is a lock for the record books. AdImpact says $9.09 billion worth of ads have either aired or will air in the coming weeks, which surpasses the $9.02 billion spent in 2020 and $8.98 billion spent in 2022. AdImpact earlier projected a record-breaking $10.69 billion will be spent on advertising during the 2024 election cycle.