Republican presidential contenders and their outside backers are inundating the airwaves in Iowa, having spent almost $105 million on ads so far in 2023. AdImpact, a marketing and advertising analytics company, has predicted that this number will grow by at least $7.5 million before the Jan. 15 caucuses.
Former U.N. Ambassador Nikki Haley is engaging in a late drive for Iowa. She is attempting to clinch a significant Iowa finish following former President Donald Trump and Florida Gov. Ron DeSantis, who have consistently ranked first and second on recent polls. Trump’s traditional lead over the Republican field hasn’t precluded notable changes in ad expenditures in the state, which mirror a broader shift in the GOP race.
South Carolina Senator Tim Scott’s campaign and an aligned outside group controlled the Iowa airwaves over the summer and early fall. However, ad spending in support of Haley has soared following Scott’s withdrawal from the race in November, along with spending in support of Trump and DeSantis.
The SFA Fund Inc., a political action committee (PAC) that supports Haley, has emerged as the top advertiser in Iowa, having spent $25 million in 2023, according to AdImpact. The PAC has also allocated the most ad funds for the last two weeks, approximately $3.3 million. Haley’s campaign believes that, after the first two contests, her performance in Iowa will be significant enough to warrant at least a solid second-place finish in New Hampshire. This would potentially lead to a winnowing of the field and leave her as the candidate to take on Trump in her home state of South Carolina.
Haley and her supporters are turning to electability in their closing arguments in Iowa. In the last two weeks before the caucuses, there are likely to be more new ads. Haley’s campaign has spent $4.6 million on Iowa ads so far and has another $1.3 million reserved for the closing weeks. Her campaign recently ran a television ad citing polls that suggest she can beat President Joe Biden in a hypothetical rematch. Similarly, SFA Fund Inc. launched an ad championing Haley as the candidate who could defeat Biden.
The Republican candidates in the race and their supporters are flexing their financial muscles in a significant way in Iowa. Close to $105 million has already been spent on ads, and this amount is expected to rise in the lead-up to the caucuses. It’s no surprise that Haley, among others, is turning to electability as a closing argument in hopes of capturing voters in her corner. With their final ad expenditure push, these Republican candidates will undoubtedly hope that their message resonates with Iowa voters and provides them with a final boost as they leave nothing to chance in their quest to win the nomination.
