• Loading stock data...
Thursday, December 12, 2024

Biden Making Stronger Ad Push During College Football Than Trump

  • Since Sept. 1, Joe Biden’s campaign has aired ads during national college football broadcasts that yielded more than 15 million views, while Trump’s have yielded only 4 million.
  • College football games, especially those that include teams based in swing states, are ripe for political ad campaigns, according to one expert.
biden-trump-college-football-ads
Marc Lebryk-USA TODAY Sports

The Oct. 24 Big Ten matchup between Penn State and Indiana featured more than just the Hoosiers’ one-point win in overtime — traces of the nation’s biggest contest, the presidential election, also appeared during the broadcast.

Both President Donald Trump and Democratic nominee Joe Biden aired campaign ads during the Big Ten game. Trump’s ad attacked Biden’s record on mass incarceration, while Biden’s focused on the positives of his healthcare plan.

But television ads from the Trump campaign have remained largely absent from college football games this season, according to data from iSpot.TV. In fact, Biden’s presidential campaign has purchased more ads during college football games that have yielded much farther reach than Trump’s.

Since Sept. 1, Biden’s campaign has aired ads during national college football broadcasts that yielded more than 15 million impressions, or views, while Trump’s campaign ads have yielded only about four million impressions, iSpot.TV data shows.

During the weeks of Oct. 17 and Oct. 24, neither have purchased any local ads, which iSpot.TV counts as those aired on ACC Network, Longhorn Network, and regional sports networks. 

When measuring political ad impact, it’s more useful to measure impressions than the number of ads purchased, given that one well-placed ad could yield millions of views while a series of others may not come close on less popular broadcasts, said Ken Goldstein, the faculty director at the University of San Francisco in D.C. And while localized ads are more impactful since they can directly target swing state voters, it may be easier and cheaper to buy an ad on a national broadcast and forgo the use of some of those impressions.

The dynamic of Biden buying ads with more impressions than Trump during college football games doesn’t necessarily mirror the interest Trump has taken in college football — interest that political experts agree was part of a re-election campaign strategy to appeal to voters in swing states. 

Since September, Trump has claimed credit for the return of college football, and in particular the midwest-heavy Big Ten season, during a presidential debate, on social media, and in campaign emails. Trump spoke with Big Ten Commissioner Kevin Warren in September about the return of fall football, though Warren didn’t have the power to unilaterally bring back the season. When the season did return, no Big Ten officials made public statements saying Trump helped, and one even emphasized the decision had nothing to do with politics.

Biden also used the initial halt of Big Ten football as part of an attack on Trump’s COVID-19 response, but hasn’t been as loud as Trump on the topic.

The trend does, however, appear to follow a national pattern in which Biden and his supporting groups are outspending Trump and his supporters in all TV ads, according to an NPR analysis.

Both candidates have focused ads on potential swing states, and Trump targeted the Big Ten during its opening weekend. Michigan, Pennsylvania, Florida, Iowa, North Carolina, and Georgia — all potential battleground states — were represented.

Of the TV spots Trump has purchased, two aired during the Big Ten’s opening weekend — one during the Penn State vs. Indiana game and one during the Rutgers vs. Michigan State game. He also purchased a spot during the Oct. 24 Iowa State vs. Oklahoma State game, and two games on Oct. 3: Tulsa at UCF and East Carolina at Georgia State. 

Biden’s ads heavily targeted games including teams from Georgia, Texas, and Florida. They  also included those from Iowa, North Carolina, and Nevada. 

College football ads, and particularly those in the Big Ten, have proven important for political campaign advertising during the last couple election cycles, Goldstein said.

Big Ten games usually draw the non-college educated white male demographic residing in battleground states candidates are looking to appeal to, he said, adding that football games are also some of the few TV events usually watched live, where viewers can’t fast forward through commercials. 

Sports and Politics Become More Entwined as Election Nears

Democratic nominee Joe Biden is outspending President Donald Trump by $14 million…
October 25, 2020

“It’s a desirable audience in a desirable state at a desirable time,” Goldstein said.

College football games are also ripe for local election ad spending, such as ads paid for by PACs that focus on congressional candidates. Of the ten richest PACs, the conservative, Trump-supporting group America First Action, and the more liberal-leaning Senate Majority PAC, grossed the highest number of impressions during national college football broadcasts in October at around 2.9 million each, iSpot.TV data shows.

During the week of the Big Ten and Mountain West’s return, impressions have skyrocketed exponentially for both campaigns. Trump ads received 3.6 million impressions during the week of Oct. 24, compared with just 332,747 impressions between Sept. 1 and Oct. 17. Similarly, Biden ads received about 5.5 million impressions during Big Ten return week, about a third of the total impressions his ads received for the entire period between Sept. 1 and Oct. 24.

While political ads have appeared less frequently during college football games than candidates’ rhetoric might have suggested, ads during NFL games were more prevalent.

The last weekend of college football before Election Day will include marquee Big Ten matchups where both presidential candidates will likely make some sort of advertising push — part of their final plays before the clock runs out. 

“The same way that a wide receiver is trying to get separation for a cornerback,” Goldstein said. “What campaigns are trying to do is get separation in terms of their advertising by show and by target audience.” 

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Dec 12, 2024; Chapel Hill, NC, USA; North Carolina Tar Heels new head coach Bill Belichick speaks to those attending his hiring announcement at Loudermilk Center for Excellence.

UNC Job Brings an End to Belichick’s Short-Lived Media Career

Bill Belichick had six media jobs this football season.

Army-Navy Is Always Big. This Year’s Game Holds Special Significance

This year’s edition of America’s Game carries extra luster for several reasons.

Florida State, Still Suing ACC, Claims It Never Wanted to Leave

In court documents last December, the Seminoles said they planned to withdraw.

Bill Belichick to Take College Plunge at North Carolina

UNC made the official announcement late Wednesday.

Featured Today

Nov 2, 2024; Denver, Colorado, USA; Detailed view of a Wilson NBA basketball held by a referee during the second half between the Utah Jazz against the Denver Nuggets at Ball Arena

‘Obvious Weak Point’: Refs Remain an NBA Gambling Concern

A season after Jontay Porter, the biggest risk may not be players.
Nov 2, 2024; Ann Arbor, Michigan, USA; Michigan Wolverines cheerleader runs with a flag before the game against the Oregon Ducks at Michigan Stadium.
opinion
December 7, 2024

College Football’s Billionaire Backer Era Begins

Is this the new normal in CFB recruiting?
LA Galaxy forward Dejan Joveljic (9) celebrates with midfielder Riqui Puig (10) after scoring a goal against Seattle Sounders FC in the second half in the 2024 MLS Cup Western Conference Final match at Dignity Health Sports Park
December 6, 2024

With or Without Messi, Major League Soccer Is Barreling Into the Future

After the Cup final, the league looks to accelerate its growth.
Dec 18, 2022; Lusail, Qatar; FIFA president Gianni Infantino claps during the awards ceremony after the 2022 World Cup final between Argentina and France at Lusail Stadium.
December 2, 2024

FIFA Wants More Matches. Resistance Is Growing Inside the Global Soccer World

Resentment and frustration over expanded schedules is nearing a breaking point.

Belichick Makes UNC Intentions Clear: ‘I Didn’t Come Here to Leave’

North Carolina formally introduced Bill Belichick on Thursday.
Notre Dame
December 11, 2024

College Football Playoff on Campuses Sends Ticket, Travel Prices Soaring

Postseason games are coming to South Bend, State College, Austin, and Columbus.
December 11, 2024

Mountain West Adds UC Davis, Wants Northern Illinois

The Aggies’ football team will stay in the FCS.
Sponsored

How UBS Crafts Impactful Partnerships Across Sports, Arts, and Culture

As UBS continues to expand its impressive array of sports and entertainment partnerships, the company solidifies its position as a leader in wealth management.
December 10, 2024

Transfer Portal Chaos: Record Moves, Star QBs, and NIL Deals Reshape CFB

There has been unprecedented portal activity this year.
Oct 22, 2024; Kansas City, MO, USA; TCU Horned Frogs center Sedona Prince (13) talks to media during Big 12 Women’s Basketball Media Day at T-Mobile Center.
December 10, 2024

Athletes in Landmark House Case Ask for College Players’ Association

Plaintiffs in the House v. NCAA case want more than just revenue-sharing.
December 9, 2024

College Football Playoff Teams Paid $27M for Non-Conference Schedules

Texas led the way with three games that cost $4.9 million.
December 9, 2024

CFP Era Redefines Bowl Season: Tradition Meets Transformation

The 12-team College Football Playoff is changing Bowl Season.