Republicans Largely Keep President Trump Out of Early Midterm TV Ads

Overview

• A CNN analysis of AdImpact data shows Republicans ran more than 500 TV spots in early September but aired only about 12 ads that mentioned President Trump, totaling roughly $1 million in spending.
• Democratic advertisers used Trump as a central attack line, running about 95 ads that mentioned him and spending nearly $23 million to tie GOP candidates to his record.
• Many Republican ads instead stress policy achievements, especially tax messaging, with roughly two hundred tax-focused spots that accounted for about $70 million of GOP ad spending in the same window.
• A MAGA-linked super PAC has reserved roughly $100 million for fall buys but has so far run ads that attack Democrats or highlight issues rather than name or feature the president.
• Republican operatives say the strategy reflects concern that Trump’s weak approval makes him a liability for swing voters, though a few campaigns have bucked the trend and his role could change with late spending and rallies.