President Donald Trumpís campaign is scaling back its television advertising spending and in some cases abandoning it altogether for now in key states, facing a cash crunch brought on by huge investments in staff and operations.
Trumpís re-election campaign vowed last month to saturate voters early with ads in battleground states where voters cast large numbers of ballots before Election Day. But with 50 days until the election, the campaign is canceling ads in states heíll need to win. In those crucial states, Trump lags Democratic nominee Joe Biden in polling, and Biden has more money to spend.
Between Aug. 10 and Sept. 7, Biden spent $97.7 million on broadcast and cable ads, while Trump spent $21.6 million, according to ad-tracking firm Advertising Analytics.
In some crucial battleground states Biden outspent Trump. In Wisconsin, Biden spent $9.2 million to Trumpís $1.5 million; in Florida, Biden spent $23.2 million to Trumpís $6.4 million; in Arizona, Biden spent $10 million compared to $1.4 million by Trump, and in North Carolina, Biden spent $11.5 million to Trumpís $3.7 million.
Georgia was one state where the Trump campaign outspent Biden -- $2.7 million to $1.3 million.
In that same period, the Trump campaign stopped running ads in Michigan and Pennsylvania, two battleground states where Trump currently trails Biden by about 4 percentage points, according to RealClearPolitics. Biden booked $8.5 million in Michigan and nearly $16.8 million in Pennsylvania.
ďThey are in a cash crunch. Itís obvious by looking at these numbers,Ē said Republican strategist Bryan Lanza, deputy communications director for Trumpís 2016 campaign. ďAs with any campaign, you adapt to the environment. They canít cut from payroll, they canít cut from operating so theyíve got to cut from TV. Thatís not killer, but itís a problem. You always want to have a strategic advantage when youíre competing against anybody and when you lose it, thatís a problem.Ē
While Trumpís August fundraising hit a record for his campaign at $210 million, it is far less than the $365.4 million Biden and the Democratic National Committee raised last month. The campaign has not released its cash-on-hand figures.
Trump has discussed putting as much as $100 million into his campaign, as he trails Biden in national polls and a majority of voters seem to have soured on his handling of the coronavirus.
But Trump dominates news cycles and the attention he gets on news programming makes paid advertising less important, Lanza said, noting that Hillary Clinton outspent Trump on TV in 2016.
The Trump campaign says the president has been connecting with voters in battleground states for years, and that the campaign got an unusually early start.
ďWeíve been on the ground and on the airwaves to spread the message of his successful first term, while Joe Biden is just now emerging from his basement and forced to play in states Democrats typically donít need to,Ē said Trump campaign spokeswoman Samantha Zager.
The cash crunch comes as a result of a massive investment in field organization and staff, according to a person familiar with the campaignís operations, leaving them in a tight spot as the fall campaign began. The campaign also focused on small-dollar donations, which are expensive to find and collect compared to those from high-dollar donors.
The Trump campaign, the Republican National Committee and two fundraising entities that support them both have spent $820 million so far, Federal Election Commission records show. The RNC has invested heavily in staff, including for its ground game, spending $28 million on payroll.
The Trump campaign began its fall ad buying as early as May to lock in air time at the most favorable rates. Under Federal Communication Commission rules, broadcasters must sell air time to federal candidates at the same price it offers its best advertisers beginning 60 days before an election ó a window that opened last Tuesday.
But as the fall season approached, the Trump campaign started delaying or canceling ad time it had already bought. In Arizona, Iowa, Nevada, New Hampshire and Pennsylvania, all key battleground states, the Trump campaign hasnít aired any local ads since Labor Day. Itís also cut back in Minnesota and Michigan, and instead put money into Florida, North Carolina and even Georgia, a reliably Republican state that wasnít on its advertising map a month ago.
The new advertising plan is a departure from one campaign manager Bill Stepien outlined last month, when he said the campaign would defend states Trump won in 2016, expand the map into Democratic states, and front-load spending in states with high numbers of early and absentee voters.
ďWe are guided by data and dates. The data tells us which messages and which advertising puts lead on the target best and weíre guided by that data and importantly weíre guided by the election calendar,Ē he said.
But the Trump campaign has pushed back its ad spending in Arizona, where 75% of ballots were cast before Election Day in 2016 ó the highest of any state without automatic mail-in voting. Trump won Arizonaís 11 electoral votes by 4.1 percentage points in 2016 but now trails Biden by 5.7 points in the RealClearPolitics average of state polls.