Which Party Is Outspending the Other One This Election Year?

In the ongoing 2024 presidential campaign, Democrats have taken a decisive lead in ad spending, significantly outpacing their Republican counterparts. According to a recent report, Democrats have already committed $296 million to future ad placements, while Republicans have secured only $132 million. This trend indicates that Democrats are poised to outspend Republicans by a more than two-to-one margin in the coming months, setting the stage for an intense and heavily funded campaign season.

Weekly Ad Investments

On average, Democrats are booking $27.6 million weekly for ads from Labor Day through Election Day, compared to Republicans' $10.1 million. This substantial spending advantage is evident across all battleground states, where ad buys can make or break a campaign. Pennsylvania, a key swing state, stands out as a prime example of this spending disparity. In Pennsylvania alone, Democrats have invested $99.4 million, surpassing the $89.4 million spent by Republicans.

Democratic Spending Surge

A major contributor to the Democrats' spending surge is Future Forward, a Democratic PAC, which has allocated $70.4 million to aired ads and reserved an additional $158.1 million for future advertising. Overall, outside groups have been responsible for 64% of the total ad spending and reservations since Super Tuesday.

Shifts in Campaign Messaging

Before President Joe Biden dropped out, Democratic ads emphasized candidate character, healthcare, and abortion. Since Vice President Kamala Harris took over as the nominee, the focus has shifted to crime, the economy, and housing. Republicans, on the other hand, have consistently highlighted immigration, crime, and character in their messaging since Biden's departure from the race.

As the campaign progresses, the significant difference in ad spending between the two parties could play a crucial role in shaping voter perceptions and influencing the outcome of the election. The ability to dominate the airwaves with targeted messaging may ultimately determine which candidate secures victory in November.

Cate Bender, the author, is Project Coordinator of Marketing Keys