- Bloomberg's Super Bowl ad was announced on Tuesday by the New York Times.
- "The biggest point is getting under Trump's skin," said Michael Frazier, a Bloomberg campaign spokesman.
- "It's actually smart for Bloomberg," said Ken Goldstein, a professor of politics at the University of San Francisco.
President Donald Trump’s reelection campaign team said it would launch a 60-second election advertisement during the Super Bowl, the professional football championship final, to be held on February 2nd in Miami, Florida. The move, which is expected to cost the Republican at least $10 million, was a response to billionaire Michael Bloomberg, who is also buying a Super Bowl ad.
Bloomberg’s Super Bowl ad was announced on Tuesday by the New York Times. Bloomberg’s campaign has not revealed how much it has invested in advertising, but it is estimated to have been about $10 million as well, based on calculations by Fox, which is televising the game this year. Although last year’s Super Bowl LIII had the worst audience in the previous 11 years, over 95 million people watched the game. Some of the biggest commercials are remembered even decades later, such as Coca-Cola’s “Hey Kid, Catch!” ad, featuring Pittsburgh Steelers’ defensive tackle “Mean Joe” Greene, which aired during Super Bowl XIV.
“The biggest point is getting under Trump’s skin,” said Michael Frazier, a Bloomberg campaign spokesman. “We have the means to raise a national campaign, unlike any other candidate,” he added. Days before entering the electoral race in late November, Bloomberg had promised to spend $100 million on ads criticizing the president, the Times reported.
Hours later, the American news portal Politico revealed that Trump’s campaign would also buy a 60-second commercial campaign advert during the Super Bowl. “The ad or ads — it’s unclear whether it will be a single 60-second spot or a pair of 30-second commercials — are expected to run early in the game, when viewership is likely to be at its highest,” as reported by Politico.
For the two months that he has been campaigning, billionaire businessman Bloomberg’s campaign has continued to set records for political advertising by a presidential candidate. Bloomberg has already spent nearly $170 million on television and digital advertising, according to Advertising Analytics, an ad tracking firm. The Democratic presidential hopeful is funding his campaigns single-handedly, without donations, just the way Trump did in the run-up to the 2016 US presidential elections.
Bloomberg is set to compete for the Democratic Party presidential nomination with more than ten other candidates. According to the polling website RealClearPolitics, Bloomberg is fifth in the race, with 5.8 percent of Democratic voting intentions, about 15 percentage points behind the current leading candidate, former Vice President Joe Biden.
“It’s actually smart for Bloomberg,” said Ken Goldstein, a professor of politics at the University of San Francisco. “Bloomberg is running a national campaign, and the most efficient way to reach a lot of people in a national campaign is buying an ad in a top-rated show. And as expensive as it is, it’s cheaper than buying the ads market by market.”
President Trump’s campaign also has enough finances for the campaigns. It made an announcement last week that it had raised $46 million in the last three months of 2019, and was entering 2020 with a whopping $102.7 million in cash on hand, primarily for the campaigns.