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Joe Biden has defied the traditional wisdom of early presidential campaigns by betting big on an unprecedented ad campaign in swing states. Biden’s campaign has already invested millions of dollars in television and digital advertising in six states crucial to his chances of winning the White House: Michigan, Wisconsin, Pennsylvania, Arizona, North Carolina, and Florida. The states are home to about 79 electoral votes, more than a third of the 270 needed to win the presidency.
Biden’s ads have highlighted his record of public service as Vice President, as well as his plans for solving the country’s pressing issues, such as combatting the COVID-19 pandemic, and his plans for improving the economy. The campaign has also widely aired ads stressing Biden’s differing policies from those of President Donald Trump.
The Biden campaign is hoping that by saturating the airwaves in these battleground states early on, it can shape voters’ perceptions and solidify its lead going into Election Day. The bet is especially risky because there is no guarantee that it will pay off. It is also possible that the Biden campaign will be outspent by the Trump campaign, which has already spent over five times as much as Biden on television and digital advertising.
Still, Biden’s bet on early spending reflects the newfound importance of digital advertising, which allows campaigns to target specific voters without having to broadcast a national message. Biden’s team is clearly hoping their early investment will pay off by giving him a head start in the decisive battleground states, a strategy that could ultimately put him in a better position come November.