This is partly a consequence of Google and Meta trying to be virtuous
Save time by listening to our audio articles as you multitaskWhy the soaring spending? As Democrats and Republicans duke it out for control of Congress ahead of the election on November 8th, “every race is important, because it could be the tipping point of one party having control” in Washington,, says Erika Franklin Fowler, a professor and director of the Wesleyan Media Project, which tracks political advertising.
Watching the flow of money reveals several things about how America is changing. One is where the battlegrounds are. Spending in Arizona, Georgia, Nevada and Pennsylvania, four tight races, will each exceed $200m this cycle; in 2018, only two states pushed past the $100m mark. For the first time in decades, Florida, the consummate swing state, is occupying a less prominent role, as Republican candidates enjoy sizeable leads and the number of registered Republican voters has been rising.
The second shift is the amount of money flooding across state lines from both small and large donors. More races have become nationalised, and that is changing how candidates advertise. In Pennsylvania, for example, 88% of advertising on Facebook by the Republican Senate candidate, Mehmet Oz, is targeted outside the state, with the intention of boosting donations. Software, such as ActBlue for Democrats and WinRed for Republicans, has made it easier for smaller donors to contribute.
Third, political advertising shows how Americans’ media habits are evolving. Just as 2012 will be remembered as the “social media” election, because candidates used social networks to reach voters, 2022 will be remembered as the “streaming” election. About $1.
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