The economy remains key: What TV commercials reveal about each campaign's final pitch
The concluding paid messages explore themes of the economy, culture wars, and character.
TroibNews 
In the closing stages of the presidential campaigns, television ads have primarily centered on economic topics.
A majority of advertisements targeting voters in swing states over the past month have addressed economic concerns, with Donald Trump and his allies criticizing Kamala Harris on inflation. Meanwhile, Democrats are promoting Harris' plans to lower taxes and are accusing Trump of prioritizing the rich.
Throughout this timeframe, viewers have seen significantly more ads featuring Harris compared to Trump.
This information comes from a comprehensive PMG analysis of ad content sourced from AdImpact, which monitors political advertising trends, focusing on both the quantity and frequency of ads run by each campaign and their supporters.
Since October 1, fewer than 10 percent of ads from Harris and her allies have solely focused on Trump as an individual. This approach reflects a Democratic strategy aimed at positively defining the vice president, acknowledging that viewers are unlikely to change their perceptions of Trump based on new information.
Conversely, Republicans are more aggressively attempting to define Harris in these final weeks. A substantial number of ads from pro-Trump super PACs concentrate exclusively on Harris without even mentioning Trump, while the president's campaign primarily utilizes contrast advertising.
In addition to economic issues, Democrats have emphasized abortion rights and, when they do target Trump, have focused on his character. Republican advertisements are a bit more diverse, stressing border security, with a recent emphasis on transgender issues and attempts to link Harris to President Joe Biden's policies.
Here’s a closer look at the advertising landscape.
Trump: Inflation, culture wars, and Biden
Throughout the campaign, Trump has consistently targeted Harris—and previously Biden—over inflation. The most frequently aired ad from his campaign since October centers on inflation, Medicare, and Social Security, claiming that the vice president will increase Social Security taxes for seniors already struggling with rising costs while unauthorized immigrants receive benefits.
The economy emerges as Trump’s most prominent issue, closely linked with his other frequently addressed topic: immigration. Ads focused on the southern border or immigration generally aim to connect Harris to the Biden administration’s border policies or highlight her record in California as being lenient on immigration and crime.
Border security and inflation have been staples of Republican advertising throughout the year. Recently, a new focus emerged in their campaign against Harris, with over a quarter of GOP ads aired in battleground states since October 1 addressing transgender issues—most of these linking Harris to the idea of inmates, including immigrants, receiving gender-affirming surgeries.
This is not a novel tactic for Republicans, who leveraged transgender issues in significant races during the 2022 midterms, albeit with limited electoral success. It indicates a shift in the presidential race, as the first ad mentioning the topic aired only in mid-September. Nevertheless, it has become one of the predominant themes in Republican presidential advertising in the final phases of the campaign, although the economy and immigration remain more prominent.
Harris: Economy, abortion rights, and character
The economy has been the dominant theme in Harris’ paid media. While Trump and his associates emphasize inflation, Harris and her supporting Democratic groups focus more on tax-related issues.
The most-aired ad in this final stretch from FF PAC, a major Democratic super PAC, features a narrator who identifies as a "lifelong Republican," warning that Trump would impose a "national sales tax" on imported goods, while asserting that Harris intends to implement a “tax cut for 1 million Americans.”
Harris’ campaign also highlights Trump’s “Project 2025 agenda,” targeting not only abortion rights but also asserting that it will increase grocery prices and provide "tax breaks for billionaires."
Abortion and reproductive rights have been the second most common themes in Democratic ads, with over a third referencing abortion or in vitro fertilization, aiming to elevate the prominence of an issue that clearly benefits the Democratic standpoint.
The third significant focus in ads supporting Harris has been the characterization of Trump, with advertisements referencing the January 6 Capitol riot or featuring former members of his administration criticizing his decisions. Although Harris’ campaign has invested millions in these character-centric ads, they constitute only a minor portion of her overall advertising strategy.
Max Fischer contributed to this report for TROIB News
A majority of advertisements targeting voters in swing states over the past month have addressed economic concerns, with Donald Trump and his allies criticizing Kamala Harris on inflation. Meanwhile, Democrats are promoting Harris' plans to lower taxes and are accusing Trump of prioritizing the rich.
Throughout this timeframe, viewers have seen significantly more ads featuring Harris compared to Trump.
This information comes from a comprehensive PMG analysis of ad content sourced from AdImpact, which monitors political advertising trends, focusing on both the quantity and frequency of ads run by each campaign and their supporters.
Since October 1, fewer than 10 percent of ads from Harris and her allies have solely focused on Trump as an individual. This approach reflects a Democratic strategy aimed at positively defining the vice president, acknowledging that viewers are unlikely to change their perceptions of Trump based on new information.
Conversely, Republicans are more aggressively attempting to define Harris in these final weeks. A substantial number of ads from pro-Trump super PACs concentrate exclusively on Harris without even mentioning Trump, while the president's campaign primarily utilizes contrast advertising.
In addition to economic issues, Democrats have emphasized abortion rights and, when they do target Trump, have focused on his character. Republican advertisements are a bit more diverse, stressing border security, with a recent emphasis on transgender issues and attempts to link Harris to President Joe Biden's policies.
Here’s a closer look at the advertising landscape.
Trump: Inflation, culture wars, and Biden
Throughout the campaign, Trump has consistently targeted Harris—and previously Biden—over inflation. The most frequently aired ad from his campaign since October centers on inflation, Medicare, and Social Security, claiming that the vice president will increase Social Security taxes for seniors already struggling with rising costs while unauthorized immigrants receive benefits.
The economy emerges as Trump’s most prominent issue, closely linked with his other frequently addressed topic: immigration. Ads focused on the southern border or immigration generally aim to connect Harris to the Biden administration’s border policies or highlight her record in California as being lenient on immigration and crime.
Border security and inflation have been staples of Republican advertising throughout the year. Recently, a new focus emerged in their campaign against Harris, with over a quarter of GOP ads aired in battleground states since October 1 addressing transgender issues—most of these linking Harris to the idea of inmates, including immigrants, receiving gender-affirming surgeries.
This is not a novel tactic for Republicans, who leveraged transgender issues in significant races during the 2022 midterms, albeit with limited electoral success. It indicates a shift in the presidential race, as the first ad mentioning the topic aired only in mid-September. Nevertheless, it has become one of the predominant themes in Republican presidential advertising in the final phases of the campaign, although the economy and immigration remain more prominent.
Harris: Economy, abortion rights, and character
The economy has been the dominant theme in Harris’ paid media. While Trump and his associates emphasize inflation, Harris and her supporting Democratic groups focus more on tax-related issues.
The most-aired ad in this final stretch from FF PAC, a major Democratic super PAC, features a narrator who identifies as a "lifelong Republican," warning that Trump would impose a "national sales tax" on imported goods, while asserting that Harris intends to implement a “tax cut for 1 million Americans.”
Harris’ campaign also highlights Trump’s “Project 2025 agenda,” targeting not only abortion rights but also asserting that it will increase grocery prices and provide "tax breaks for billionaires."
Abortion and reproductive rights have been the second most common themes in Democratic ads, with over a third referencing abortion or in vitro fertilization, aiming to elevate the prominence of an issue that clearly benefits the Democratic standpoint.
The third significant focus in ads supporting Harris has been the characterization of Trump, with advertisements referencing the January 6 Capitol riot or featuring former members of his administration criticizing his decisions. Although Harris’ campaign has invested millions in these character-centric ads, they constitute only a minor portion of her overall advertising strategy.
Max Fischer contributed to this report for TROIB News
