Trump Pauses Advertising To Tweak Message—But Biden, Allies Ramp Up

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July 31, 2020

TOPLINE

As President Trump’s campaign halts its advertising campaign to “review” its messaging strategy amid continued poor poll results, Joe Biden’s camp — with the help of pro-Biden Democratic PACs — is ramping up its advertising purchases with less than 100 days to go before the election.

WILMINGTON, DE – JULY 28: Presumptive Democratic presidential nominee former Vice President Joe … [+] Biden delivers a speech at the William Hicks Anderson Community Center, on July 28, 2020 in Wilmington, Delaware. Biden addressed the fourth component of his Build Back Better economic recovery plan for working families, how his plan will address systemic racism and advance racial economic equity in the United States. (Photo by Mark Makela/Getty Images)

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KEY FACTS

The Trump campaign spent virtually nothing on ads on Wednesday and Thursday of this week, and has very little ads booked for August, NBC News and the Washington Post reported Thursday, citing Advertising Analytics.

The pause is part of a “review and fine-tuning of the campaign’s strategy,” a campaign official told NBC News, that comes after Trump dropped Brad Parscale as campaign manager and replaced him with Bill Stepien, and as polls continually show Trump down big to Biden in key battleground states.

Biden’s campaign, meanwhile, doled out $3.9 million in ads on Wednesday and Thursday of this week, and has almost $6 million booked in ad spending in August.

The campaign — which has seen a large influx in fundraising after Biden locked down the Democratic nomination in March — recently secured its first general election ad buy, a $15 million campaign in the battleground states of Arizona, Florida, Michigan, North Carolina, Pennsylvania and Wisconsin, and a week later, purchased a six-figure spot in Texas.

Trump still has $146.6 million in television and radio spending booked from Labor Day through Election Day, but pro-Trump PACs are losing the spending race to Biden-aligned groups.

Politico reported that Democratic state party groups aligned with Biden — which have consistently struggled to raise funds — are raising “three, four or five times the amount of cash” they usually do this year.

What to watch for

The Trump campaign has not said when it will complete its review and return to the airwaves.

Key background

Trump’s messaging shakeup comes as the president has turned to hitting his opponent on crime and safety in recent weeks. The Trump campaign has put out multiple ads seeking to tie Biden to the “Defund the police” movement. While Biden has called for redirecting some funds from police departments, he has not called for zeroing out police department budgets. Biden, meanwhile, has focused on hitting Trump for his response to the pandemic.

Surprising fact

The Trump campaign, the Republican Party and two Trump-aligned committees have doled out more than $983 million since 2017, according to the Washington Post.

Big number

4. The two largest Biden-aligned super PACs have spent almost four times as much on television and radio ads as America First, a major Trump super PAC, NBC reports.

Tangent

After Biden began to close the digital advertising gap on Facebook, Trump has ramped up spending on the site in recent weeks.

Trump Pauses Advertising To Tweak Message—But Biden, Allies Ramp Up

TOPLINE

KEY FACTS

What to watch for

Key background

Surprising fact

Big number

Tangent

Further reading

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