President Joe Biden’s reelection campaign is breaking with tradition by launching a $25 million, 16-week advertising campaign more than a year before the election. Targeted primarily at swing-state voters, this move comes as recent polls indicate that about 75% of Americans have serious concerns about Biden’s competence. The early ad spend reflects the campaign’s strategy to enhance Biden’s image and reach voters across diverse platforms.
In an interview with The Washington Post, Democratic ad-maker John Del Cecato described the strategy as a “gamble worth making” to improve Biden’s approval ratings. Julie Chavez Rodriguez, Biden’s campaign manager, stated that investing early and aggressively across platforms to reach the general election audience is crucial for a win in November 2024.