Republicans’ $90 Million Ad Edge Shrinks as MAGA Inc. Pays Higher Late-Cycle TV Rates
Updated
Updated · POLITICO · Oct 21
Republicans’ $90 Million Ad Edge Shrinks as MAGA Inc. Pays Higher Late-Cycle TV Rates
2 articles · Updated · POLITICO · Oct 21
Summary
Republicans’ large spending lead is translating into a much smaller airwave advantage, with late ad reservations blunting the impact of their cash edge in key races.
MAGA Inc. waited until September to launch its first general-election TV buys, forcing it to pay higher rates as Election Day neared and making each dollar reach fewer voters.
AdImpact data show Republicans still outspent Democrats $90 million to $34.6 million on coordinated Senate advertising across TV, radio and digital, helped by the NRSC and RNC moving faster under new rules.
The mismatch is less severe in some states such as Maine, where Republicans account for 60% of both Senate-race spending and ads, partly because Susan Collins built an early fundraising lead.
The dynamic reflects a post-Supreme Court shift that gave parties access to lower ad rates, increasing pressure on campaigns and allied groups to route money early through party committees instead of super PACs.