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Data: Bully Pulpit Interactive; Chart: Danielle Alberti/Axios

President Trump is pouring hundreds of thousands of dollars into Facebook ads on the Supreme Court and conservative judges in the final stretch of his campaign, while Joe Biden is spending over a million on voter mobilization, according to an analysis by Axios using data from Bully Pulpit Interactive.

The big picture: Trump's Facebook ad messaging has fluctuated dramatically in conjunction with the news cycle throughout his campaign, while Biden's messaging has been much more consistent, focusing primarily on health care and the economy.

Why it matters: The Trump campaign's revolving door of targeted messaging shows the evolving dynamics of the race, and the campaign’s failure to hone in on one clear message.

  • Instead, it's trying to juice turnout before Nov. 3 by throwing money at a series of issues that might rally Trump's base.
  • The strategy is echoed in state-level spending. Several campaign officials have told Axios they don't have a clear sense of what strategy will secure 270 electoral votes.
  • Trump campaign manager Bill Stepien has been dabbling in spending in Rust Belt battleground states in an effort to preserve multiple paths.

State of play: Last fall and winter, the majority of the Trump campaign's ads targeted the impeachment process and Special Counsel Robert Mueller.

Biden's side has invested heavily in the past few months on voter mobilization and best voting practices during the pandemic.

Be smart: Facebook ads offer campaigns the unique ability to target potential voters narrowly and in real time. In total, the Trump campaign has spent over $142 million on Facebook ads this year, while the Biden campaign has spent over $89 million.

Flashback: Republicans struggled to deliver a clear, consistent message to voters during the midterm elections, leading to a blue wave in the House and Democratic gains in the Senate.

Go deeper

Jan 28, 2021 - Technology

Big Tech bolts politics

Illustration: Eniola Odetunde/Axios

Big Tech fed politics. Then it bled politics. Now it wants to be dead to politics. 

Why it matters: The social platforms that profited massively on politics and free speech suddenly want a way out — or at least a way to hide until the heat cools. 

America can't quit polarizing politicians

Expand chart
Data: NewsWhip; Chart: Kavya Beheraj/Axios

New data finds that the nation's most polarizing politicians are often the ones that garner the most attention online.

Why it matters: Online engagement helps politicians build a bigger national profile and more fundraising power, incentivizing them be more outrageous, more polarizing and more divisive.

Miriam Kramer, author of Space
44 mins ago - Science

It's time to take reproduction in space seriously

Illustration: Aïda Amer/Axios

Before humans can settle off-Earth, scientists need to figure out how — or even whether — people can reproduce in space.

Why it matters: Powerful figures in the space industry like Elon Musk and Jeff Bezos have dreams of a future where millions of people live in space, which would naturally require a self-sustaining population of humans somewhere other than Earth.