TL/DR –
Nikki Haley’s presidential campaign plans to allocate $10 million to television, radio, and digital advertising in Iowa and New Hampshire beginning in December, a move aimed to outperform Florida Governor Ron DeSantis in the GOP nomination. The investment is more than five times larger than DeSantis’ current advertising reserves for the same period. Haley’s action comes as she seeks to position herself as the primary alternative to Donald Trump in representing the Republican party against President Joe Biden in the upcoming election.
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Nikki Haley’s Presidential Campaign Outspends Ron DeSantis
Nikki Haley’s presidential campaign is set to invest $10 million in television, radio, and digital advertising across Iowa and New Hampshire from the first week of December. This investment aims to provide the former UN ambassador with an upper hand over Florida Gov. Ron DeSantis in the critical phase of the GOP nomination fight.
The details of the advertising plans, obtained by The Associated Press, reveal Haley’s campaign’s first official advertising reservation. The planned investment is over five times larger than DeSantis’s current advertising reserves for the same period, according to the media tracking firm AdImpact.
Haley’s move is part of her strategy to stand out as the main alternative to former President Donald Trump in the battle to represent the GOP against President Joe Biden next year. Despite financial difficulties, DeSantis remains Haley’s most significant competition for the party’s second-place slot.
Trump remains the dominant frontrunner in the GOP primary, despite facing several criminal indictments. Opposing campaigns hope to consolidate enough support to challenge or replace him should he falter.
In U.S. politics, the fundraising and advertising strategy often overshadow a candidate’s policies or personality. However, these components only tell part of the story in the battle for the 2024 election.
Impact of Advertising on the Race
South Carolina Sen. Tim Scott ended his campaign late Sunday after struggling to register in national polls and lagging behind Trump and Haley in October polls. Meanwhile, Haley plans to run her ads through Iowa’s January caucuses and New Hampshire’s subsequent primary.
Haley’s campaign manager, Betsy Ankney, pointedly criticized DeSantis’s campaign, suggesting that even with a decent performance in Iowa, DeSantis would struggle in New Hampshire and South Carolina.
The DeSantis campaign reported just $5 million available for the primary at September’s end. However, spokesman Andrew Romeo stated that the campaign had raised millions more last month. Romeo also expressed confidence that Iowa voters would recognize DeSantis as the best representative of their values.
Both campaigns have relied on allied super PACs to supplement their campaign infrastructure and advertising spending. As of Sunday, Haley’s team had reserved nearly $4.9 million in advertising for January compared to almost $4 million by DeSantis’s allies, as reported by AdImpact.
DeSantis’s Strategy Shift Indicates Possible Financial Strain
A shift in DeSantis’s spending strategy has raised questions about financial stress within his campaign. His pro-DeSantis group, Never Back Down, moved approximately $700,000 in advertising from this month to January. This move left DeSantis without advertising in New Hampshire for the next two weeks.
Kristin Davison, leader of Never Back Down, denied any financial cutbacks and expressed optimism about DeSantis’s campaign, citing Iowa Gov. Kim Reynolds’s endorsement as a significant victory for DeSantis.
Despite the rivalry between Haley and DeSantis, Trump continues to lead in both polling and fundraising. Haley admitted Trump’s political strength but also outlined her strategic path forward.
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