News
The running narrative of Campaign Scorecard over the past couple
of months: Donald Trump's campaign has been spending a relative pittance on TV
and radio advertising compared to Hillary Clinton's campaign. But in Ad Age's
September 12 cover story, I speculated that Trump was "conserving cash for
an October all-out attack-ad blowout against 'Crooked Hillary.'"
Well, this past Saturday the Associated Press reported that
"Trump's campaign is planning for what it says will amount to $140 million
worth of advertising from now until Election Day." And now we're beginning
to see that new game plan take shape. Since our last Campaign Scorecard on
September 23 and today, the Trump campaign's booked spending on TV and radio
advertising through election day has surged by over $30 million.
At this moment, Team Trump is set to spend the most in the
Orlando-Daytona Beach-Melbourne, Fla. market ($3.9 million, vs. $9.2 million by
Team Clinton), Tampa-St. Petersburg (Sarasota), Fla. ($3.2 million, vs. $7.6
million by Team Clinton), and Miami-Fort Lauderdale, Fla. ($3.1 million vs. $4.9
million by Team Clinton). Good luck with that, Floridians.
One caveat: As the AP noted, "Trump's advertising plan costs
more than his campaign has in the bank, meaning he needs to dip into his own
pockets or continue raising major money. As of September 1, the campaign had
about $50 million in cash, though in a news release earlier that month, the
campaign said it had $97 million in cash when including his joint accounts with
Republican Party allies."
Credit: Ad Age
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