As the Kamala Harris campaign gears up for a pivotal week at the Democratic National Convention in Chicago, their political team is also unveiling their strategy for spending advertising dollars to reach voters ahead of early voting and Election Day in November.
The campaign has allocated $370 million for advertising between September 2 and November 5, with $170 million going towards traditional television advertising on broadcast and cable networks. The ads will target viewers in battleground states during high-viewership moments, including popular primetime programming like Wheel of Fortune, Jeopardy, Abbott Elementary, Grey’s Anatomy, and Survivor, as well as major sporting events such as college and NFL football games, WNBA and NBA games, NHL games, and MLB games.
In a strategic move, the Harris campaign has secured ad buys on Fox News to reach a more conservative audience, particularly during daytime programming which reaches a more moderate viewership. This decision reflects the campaign’s effort to expand their reach to new networks and engage with a diverse range of voters.
A significant portion of the advertising budget, $200 million, will be allocated to digital platforms such as streaming services, connected TVs, audio platforms, podcasts, and more. The campaign recognizes the fragmented nature of media consumption and aims to target audiences across various digital channels to maximize their reach and impact.
By reserving advertising inventory early on premium platforms like Hulu, Roku, YouTube, Paramount, Spotify, and Pandora, the Harris campaign has secured efficient pricing and premium placement before their opponents had the chance to do so. This proactive approach demonstrates the campaign’s commitment to maximizing the effectiveness of their advertising strategy.
Executives at major media companies like Paramount, Fox, and Nexstar have highlighted the expected boost in revenue from political spending, particularly in the second half of the year. With the return of live sports, new fall programming, and increased political advertising, these companies anticipate a positive impact on their advertising revenue.
While the Harris campaign has not disclosed a breakdown of advertising spending by battleground state, they have emphasized their significant investments in key states like Pennsylvania, Wisconsin, Georgia, and Nevada. Compared to Joe Biden’s 2020 presidential campaign, the Harris team is allocating more resources to TV advertising in these crucial states to secure a competitive edge.
As the Democratic National Convention kicks off with Joe Biden and Dr. Jill Biden as keynote speakers, the focus will be on outlining the Harris-Walz vision for the future and emphasizing the importance of the upcoming election. With a strategic and comprehensive advertising plan in place, the Harris campaign is poised to make a strong impact on voters leading up to Election Day in November.
