Oct 9, 2019

The Trump campaign's massive Facebook impeachment ad buy

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Data: Bully Pulpit Interactive; Table: Axios Visuals

President Trump's campaign has poured millions of ad dollars into issues that resonate with his base. Immigration was the driver. Now, it's impeachment.

Why it matters: This is a stark reflection of Trump's fight-like-hell gambit.

The big picture: It's not just Trump — this is a party-wide effort to cash in.

  • The House and Senate Republican committees are also putting the majority of their digital ad dollars behind impeachment.
  • In ads targeted to his home state of Kentucky, Senate Majority Leader Mitch McConnell, who's up for re-election next year, is running ads that say impeachment will fail "with me as majority leader."

The other side: Democrats continue to run ads about a wider array of topics, including health care, dark money, the Republican leadership and Trump.

Go deeper: Trump's burn-down-the-House plan

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More than $8 million spent on Trump impeachment ads in 2 weeks

Photo: Andrew Caballero-Reynolds/AFP via Getty Images

$8.3 million has been spent nationwide on ads talking about President Trump's impeachment, according to Advertising Analytics, a firm that specializes in media ad spending.

Why it matters: About 75% of that spend ($6.23 million) has come from Trump's 2020 campaign and the Republican National Committee. The Republican establishment wants to turn the impeachment crisis into a political tool, doubling down on the issue in an effort to curry favor 2020 voters — rather than hiding from it.

Go deeperArrowOct 11, 2019

How Trump's falling behind in 4 battleground states

A major outside Democratic group is outspending President Trump on Facebook ads in the crucial battleground states of Florida, Pennsylvania, Michigan and Wisconsin.

Why it matters: 2020 presidential candidates have spent at least $61 million so far this cycle on Facebook and Google ads, with Trump in the lead, according to the Wesleyan Media Project. But that's national spending. The state-by-state spend (below) is important because that's where the 2020 election will be won.

Go deeperArrowOct 23, 2019

Zuckerberg’s power to hurt Trump

Photos: Andrew Caballero-Reynolds/AFP/Getty Images, Nicholas Kamm/AFP/Getty Images

Top Republicans are privately worried about a new threat to President Trump’s campaign: the possibility of Facebook pulling a Twitter and banning political ads. 

Why it matters: Facebook says it won't, but future regulatory pressure could change that. If Facebook were to ban — or even limit — ads, it could upend Trump’s fundraising and re-election plan, GOP officials tell Axios.

Go deeperArrowNov 2, 2019