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Campaign Trail
... Beating Out Hillary Clinton's Campaign. See the Latest Ad Age 2016 Presidential Campaign Ad Scorecard
By Simon Dumenco. Published on April 15, 2016.
The Ad Age Presidential Campaign Ad Scorecard is sponsored by The Trade Desk
Editor's note: Here's the ninth installment of the 2016 Presidential Campaign Ad Scorecard, a comprehensive view of spending across broadcast, cable and satellite TV as well as radio. The charts below represent a collaboration between the Ad Age Datacenter -- specifically, Kevin Brown, Bradley Johnson and Catherine Wolf -- and Kantar Media's Campaign Media Analysis Group (CMAG). Some context from Ad Age's Simon Dumenco follows. --Ken Wheaton
• By far the biggest jump in spending in this scorecard vs. our previous scorecard: the amount spent by the Bernie Sanders campaign on TV and radio. Last time the total was $59,165,491; this time it's $68,541,619 -- a jump of nearly $9.4 million. By contrast, the Hillary Clinton campaign's total last time was $52,460,541; this time it's $57,305,946 -- an increase of $4.8 million.
• That said, the amount spent on TV and radio by pro-Hillary PACs and advocacy groups ($64,650,613) far outpaces the amount spent on TV and radio by pro-Bernie PACs and advocacy groups ($471,539).
• The amount ($75,602,270) spent on TV and radio ads by pro-Jeb Bush PACs and advocacy groups during his ill-fated campaign still exceeds the amount ($64,650,613) spent on TV and radio ads by pro-Hillary PACs and advocacy groups.
• There's been no increase in the amount spent by anti-Donald Trump PACs and advocacy groups on TV and radio (background here).
• Our tallies include advance bookings through Nov. 7.
Scroll down below the charts for some additional important notes...
Presidential Campaign Ad Scorecard
Tracking spending on broadcast, cable and satellite TV, and radio.
Presidential CampaignsAd Spend by CandidateAd Spend by PACs*TotalPACs and advocacy groups*
Hillary Clinton$57,305,946$64,650,613
NARAL Pro-choice America; Priorities USA Action
Jeb Bush$4,620,417$75,602,270
Right to Rise USA
Marco Rubio$17,666,300$52,582,834
American Opportunity PAC; Baby Got PAC; Conservative Solutions PAC; Conservative Solutions Project
Bernie Sanders$68,541,619$471,539
Communications Workers of America; Friends of the Earth Action; National Nurses United for Patient Protection
Ted Cruz$15,190,451$18,093,980
Courageous Conservatives PAC; Keep the Promise I and III; Lone Star Committee; Stand for Truth PAC; Trusted Leadership PAC; Wisconsin Right to Life Victory Fund
Anti-Donald Trump** $24,886,832
American Future Fund; Club for Growth; Club for Growth Action; Make America Awesome; Our Principles PAC
John Kasich$3,321,156$15,952,285
New Day for America; New Day Independent Media Committee
Chris Christie$771,006$17,708,961
America Leads
Donald Trump$18,113,223$80,951
Florida for Trump; Great America PAC
Ben Carson$5,356,382$410,603
Black America's PAC Action Fund; Our Children's Future; The 2016 Committee
All other: $28,178,925. Total: $489,506,293.

Source: Ad Age analysis of data from Kantar Media's CMAG.
Spending and ad buys (future buys subject to change) for president campaigns from April 5, 2015, through Nov. 7, 2016, as of April 14, 2016.
Pay structures differ for candidates and PACs. Candidates pay the lowest unit rate. PACs pay whatever the market will bear.
*Includes political action committees and advocacy groups. **Some of the PACs listed as opposed to Donald Trump also spent money related to other candidates' campaigns.
Spending by date by candidate (top 5 spenders)
Click and drag in the plot area to zoom in

Bernie Sanders
Donald Trump
Hillary Clinton
John Kasich
Ted Cruz

• As always, our charts, which were designed by Ad Age Digital Content Producer Chen Wu, are interactive. Click on the arrows in the first chart to sort and resort. And hover over the second chart to get drill-down data. You can also select and deselect individual candidates (by clicking on the color blocks next to their names) in the second chart to include or exclude them from view.
• As previously noted, because we take a cumulative view of ad spending (starting April 5, 2015), the dropouts -- Jeb Bush, Ben Carson, Chris Christie and Marco Rubio -- are still included in the top 10 chart. The second chart -- which tracks spending over time -- focuses on just the five major candidates still in the race.
In this article:
Campaign Trail
Simon Dumenco
Simon Dumenco is an editor-at-large and the media columnist at Ad Age. He covers the publishing and culture industries, politics as it intersects with marketing (through Ad Age’s Campaign Trail), and data (through the Datacenter Weekly newsletter and other coverage) in collaboration with Ad Age Datacenter.
View all articles by this author
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