Mid-term 2022 ad campaigns: Unite the Country spends $ 1.2 million on Biden
The mid-term ad campaigns are already pumping millions of dollars into efforts to define next year’s main political fights, not even a week after election day.
Why is this important: After the beating of Democrats in Virginia and the close call in New Jersey, party members know they must increase President Biden’s dismal poll numbers if they are to attempt to retain the House and Senate – or downplay their losses.
- Republicans are working to tie vulnerable House Democrats to Biden’s $ 1.75 trillion Build Back Better program.
- They want to force them to either embrace all aspects of the tax and spending plan or make its contents – including massive social and climate spending – so toxic that it fails Congress.
What is happening: Unite the Country, a pro-Biden super PAC, is losing $ 1.2 million in TV and digital ads to bolster Biden’s position in Michigan and Pennsylvania.
The group has an eye on competitive House races in both states and is opening a Senate seat in Pennsylvania.
- “Have you ever wondered what President Biden does for a city like ours? A character asks in an ad, before checking off some expense items for the $ 1.9 trillion coronavirus relief program he signed in March. “Now President Biden wants to invest in roads and bridges.”
- “The stories in these ads show how this administration has created a record number of jobs over the past 10 months,” Mark Doyle, president of Unite the Country, told Axios.
- House Majority Forward, an issues advocacy group aligned with House Speaker Nancy Pelosi, doubles its ad purchase from $ 10 million to $ 20 million, with a focus on helping Biden to push through its agenda, Politico reported.
The other side: Conservative groups are trying to take advantage of their strong presence in Virginia and New Jersey by stepping up their own advertising campaigns.
- The Coalition to Protect American Workers, led by Marc Short, who was former Vice President Mike Pence’s chief of staff, is spending $ 2 million to increase pressure on vulnerable House Democrats in Virginia and in d ‘other swing districts.
- The goal is to force them to vote against Biden’s new spending plan.
The Club for Growth has also launched a new digital advertising campaign As of the end of last week that hits nine moderate Democrats in competitive races in 2022, part of what he says will be $ 2.5 million in advertising spend focused on the Democrats spending bill.
- The ads hit the $ 1.75 trillion package and accompanying tax hikes, and call for those nine members who encourage them to vote against the measure.
- Most of these ads don’t expect viewers to make the calls, but the message goes down nonetheless.
- Ending Spending, an advocacy group linked to Republican billionaire Joe Ricketts, is also spending on digital ads – with new spots targeting eight House Democratic moderates with similar problem-based appeals.
The big picture: Usually, these are not advertisements asking voters to support a political candidate.
- Instead, they ask generic questions or advance generic arguments that indirectly attempt to sway public opinion for the benefit of Republicans or Democrats facing difficult headwinds in 2022.