Donald Trump's presidential campaign has outspent pretty much everyone since Mike Bloomberg’s campaign ended in February, spending a whopping $47 million from December to February.
The Trump campaign outspent Biden nearly two-fold from July through September. But, throughout September and October, we've seen the two campaigns battle public attention, starting with a series of back-to-back, YouTube takeovers, followed by a reported uptick in television ads from the Biden campaign.
Naturally, we wondered if the higher spending from the Biden camp was translating to a final push in digital as well. All signs point to yes.
Biden Campaign Ramps Up Spending in Mid-October
Beginning in October, Biden's digital ad spend trailed Trump's by more than $10 Million, remaining flat while Trump ran another series of YouTube ads, spiking on October 4, 7, and 12, and 15.
On October 16th, Biden strikes back. Launching yet another YouTube campaign, Biden's high spending levels out the playing field between the two campaigns for the first time this year, with digital spending for the past 7 days topping out at $18.8 million for Biden, and $19 million for Trump.
For each campaign, YouTube has been king, but as the election quickly approaches, channel strategies have differed greatly. In the last week, top channels where Biden beats Trump include Instagram, Yahoo, and CNN. Top channels for Trump include Facebook, Daily Mail, and history.com.
Keep up with Pathmatics for the latest digital advertising election coverage, and don't forget to download our digital political ad report for more insights on Trump, Biden, and the 2020 election.
With over a decade of experience across digital marketing, content, creative, and PR, Sarah is a creative and dynamic thinker who loves to delight clients with unique and relatable content. Sarah graduated from UC Berkeley with a BA in Sociology.