The race to pour advertising money into the battleground state of Pennsylvania - Political advertising spending in 2024 is estimated to reach $12.32 billion

As the United States prepares for one of the most closely contested presidential elections in modern history, voters in battleground states are facing a complex and expensive advertising campaign.

US Vice President Kamala Harris (left) and former First Lady Michelle Obama at a campaign rally in Kalamazoo, Michigan, on October 26, 2024. Photo: Kyodo/TTXVN

According to market research firm Emarketer, spending on political advertising in the US in 2024 is estimated to reach $12.32 billion, up from $9.57 billion spent on the election four years ago. In Pennsylvania alone, in order to increase appeal and attention, candidates are spending heavily on all types of advertising, from roadside billboards, newspaper ads and targeted online campaigns to traditional television advertising. Campaigns focused on economic and employment issues, including emphasizing the steel industry, along with social security issues such as debates on abortion rights and transgender rights. During the prime time from 8:00 p.m. to 11:00 p.m. on the last Wednesday before election day, the local station of the NBC television network (USA) in Philadelphia and important surrounding counties aired 22 political ads. These included ads related to Democratic Vice President Kamala Harris, Republican Donald Trump, and local races such as Senate and state attorney general. Sometimes the ads ran back-to-back, with ads that did not support a candidate following one that praised his accomplishments, overwhelming voters.

In the US, major television networks including NBC, ABC, CBS and Fox cover the entire country. However, the local stations of these networks also have time for commercials, opening the way for advertising campaigns to penetrate the corners of specific regions and demographics. According to market research firm Emarketer, political advertising spending in the US in 2024 is expected to reach $12.32 billion, up from $9.57 billion spent on the election four years ago. BIA Advisory Services, a data analytics and consulting firm, estimates that this year’s figure represents a 21.3% increase from the 2020 race. Television advertising remains the most popular form, accounting for $7.06 billion of total political advertising spending in the US this year, up 7.5% from 2020. This partly reflects the importance of traditional media in reaching voters in battleground states.

Nguyen Ha (Vietnam News Agency)

Source: https://baotintuc.vn/the-gioi/cuoc-dua-do-tien-quang-cao-tai-bang-chien-dia-pennsylvaniachi-tieu-cho-quang-cao-chinh-tri-trong-nam-2024-uoc-dat-1232-ty-usd-20241101183652423.htm