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Bloomberg Announces $100M Anti-Trump Ad Buy

The money will be spent on digital ads in four swing states

Brian Young's picture
Nov 20, 2019

Former New York City Mayor Mike Bloomberg may still be on the fence about running for President, but that isn’t stopping him from becoming the biggest advertiser in the 2020 election.

The billionaire has announced that he is starting a $100 million digital ad buy that will target battleground states with anti-Trump ads. The ads, which began Friday will target Wisconsin, Michigan, Arizona, and Pennsylvania. They have also said that if the ads do well, it is possible that the ad buy could extend to other states. The Bloomberg campaign has said that the former Mayor will not be featured in any of the ads, apart from the required disclaimer.

The infusion of money into the election is important for the Democrats. The Democratic National Committee has reported having $156 million on hand, but most of that money will have to go towards other races like winning the House and the Senate and putting on events like the Democratic National Convention. With such a large Democratic primary field it will also be at least six months before a nominee is selected and Democrats can focus their time, energy, and resources on Trump.

Democrats will also be starting out in a deep hole financially against Trump. So far the Trump campaign has spent $27 million on digital ads and has $158 million in the bank. He has also been a fundraising machine, raising $3.1 million in small donations in just the 24 hours after the first impeachment hearing.

While voters are tepid in their support of Bloomberg, with Bloomberg being seen as the most unfavorable candidate in the 2020 Democratic primary, the large infusion of anti-Trump money could help smooth over some Democratic voter's anger towards him. Bloomberg has also had success with these types of ad buys in the past. In 2018, he spent $100 million to support Democratic efforts in 24 House races. His candidates won 21 of those races.

“If you believe, as Mike Bloomberg does, that Donald Trump represents an existential threat to our country, it is an all-hands-on-deck moment,” Howard Wolfson, an advisor to Bloomberg said. “The thinking is that the general election has started.”

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