2024 Republican and Democratic Presidential Primary Advertising Wars: A Detailed Analysis
The New Hampshire Battleground
The 2024 Republican presidential primary race in New Hampshire has been marked by a fierce advertising battle between former President Donald Trump, former South Carolina Governor Nikki Haley, and their respective allies. Combined, Republican campaigns and outside groups have invested over $77 million in advertising in the Granite State, surpassing the $50 million spent during the 2020 Democratic presidential nomination battle.
Intense Advertising Spending
Haley and her supporters initially gained an edge by investing heavily in New Hampshire, spending roughly twice as much as Trump’s political network. However, Trump and his allies ramped up their ad spending in response to signs of Haley’s growing momentum.
Haley’s Initial Advantage and Trump’s Response
With Florida Governor Ron DeSantis ending his presidential campaign and endorsing Trump, the former president and his allies turned their attention to Haley, launching a barrage of attacks on the New Hampshire airwaves.
Trump’s Focus Shift from DeSantis to Haley
Haley and her allies, after initially avoiding direct mention of Trump in their messaging, responded with attacks of their own, spending over $4 million to target the former president.
Key Themes and Messaging
Anti-Haley Ads
Anti-Haley ads focused on her stance on illegal immigration and her proposal to cut Social Security, while pro-Haley ads emphasized generational change and her as the only candidate who could defeat Trump.
Haley’s Campaign Ads
Haley’s campaign launched ads criticizing Trump’s temperament, negativity, and focus on the past, positioning her as the better choice for a positive and unified America.
Trump’s Attacks on Haley
Trump and his allies attacked Haley for her stance on raising the retirement age, her perceived softness on border security, and her opposition to his proposed ban on Muslims entering the United States.
Looking Beyond New Hampshire
Cautious Approach in Upcoming States
Beyond New Hampshire, Trump, Haley, and their supporting super PACs are holding back their advertising efforts, awaiting the outcome of the Granite State contest.
Nevada and South Carolina Advertising Landscape
Nevada has seen no ad spending from campaigns or outside groups, while South Carolina has limited activity, primarily from Americans for Prosperity Action, a super PAC supporting Haley.
Democratic Primary Advertising
Phillips’ Challenge to Biden
On the Democratic side, Minnesota Representative Dean Phillips and his supporters have invested nearly $5 million in advertising in New Hampshire, despite President Biden’s absence from the ballot.
Criticism of Biden and DNC
Phillips’ campaign and a supporting super PAC have aired ads criticizing Biden’s performance and the Democratic National Committee’s treatment of the New Hampshire primary.
Biden’s Reelection Advertising
Biden’s campaign and allied groups have spent millions on early reelection advertising in key battleground states, including Pennsylvania, Georgia, Arizona, Michigan, Wisconsin, Nevada, and North Carolina.
Conclusion
The 2024 Republican and Democratic presidential primary races have witnessed significant advertising spending, particularly in New Hampshire. Haley and Trump’s fierce battle, Phillips’ challenge to Biden, and the cautious approach in upcoming states reflect the intensity and complexity of the upcoming presidential election.