As the race for the presidency in the United States heats up, certain campaign finance figures show a starkly different pattern of advertising spending among Democrats and Republicans. Over the last 20 days, the latter has outspent the former in its last-ditch effort to win over voters.
According to AdImpact, Democrats spent $178 million in advertising, while Republicans spent $103 million. The significant expenditure at this point makes the coming weeks critical, with both parties targeting swing states that might make all the difference in deciding this race.
Democratic candidate Vice President Kamala Harris has spent a significant portion of her campaign’s advertising budget on her expertise and character, with commercials citing her tenure as a former California attorney general, U.S. senator, and current vice president. While the Republican campaign under former President Donald Trump has largely revolved around controversies surrounding topics such as transgender healthcare and taxes, it has less frequently addressed the economy and immigration, two issues that were at the forefront of attention during the campaign’s early stages.
Perhaps the distinguishing feature of these two parties’ advertising has been a stark divergence in tone. The Republicans have spent 80 percent of their ad spending on negative advertising against Harris and her programs, while the Democrats have taken a more balanced approach, with 23 percent negative ads, 58 percent “contrast” ads (which compare the candidates’ plans), and 19 percent positive message.
Despite facing budget challenges, new polling data indicates a fiercely competitive race, especially in crucial swing states such as Michigan and Wisconsin. So far, his campaign has stayed strong due to robust grassroots backing and financial resources. The ex-president still attracts big audiences at rallies, supported by speeches addressing economic issues, national security, and illegal immigration.
The upcoming 2024 election is one of the closest races in recent history, with both parties giving their all in the final days of the campaign. As both dominant political parties seek to energize their supporters and sway undecided voters, it is likely that the voter turnout in the upcoming election will be unprecedented. Not only will the winner of this election select the president, but they will also impact the legislative schedule by deciding if their party will have control of Congress.
