Kantar’s CMAG unit is out with a new piece of political advertising research today that posits Republican media buyers and consultants believe Democratic front runner Joe Biden’s lead to get his party’s presidential nomination is tentative at best.
That’s because two of his competitors in the race are being targeted much more heavily with negative ads to date than he is.
“If GOP media buyers and consultants are indicative of their party’s thinking, they believe Biden’s lead is tentative and he will not be the favored candidate of the more progressive base that tends to determine the outcome of the primary process,” Kantar stated.
“Year to date, there have been 3,068 airings of campaign TV spots hostile to Joe Biden, with over $2M spent. All of them have been presidential ads, and the Trump campaign accounts for 92% of this activity,” it adds.
Democratic contenders Elizabeth Warren and Bernie Sanders have been targeted more intensely. Some $8 million (15,000-plus airings) in media has been placed against Warren and $10.7 million (over 21,000 airings) has been targeted against Sanders, although in both cases, the source of those negative ads is spread more widely across presidential, Senate and House races.
And so far, CMAG reports, the GOP wants to make next year’s presidential race “about Trump, banking on his persona contrasting positively with Democrats.”
Well, sadly, it worked last time. And the CMAG analysis assumes, of course, that Trump is able to successfully thwart the ongoing impeachment process.
Read more of the Kantar research here.