Biden campaign targets minority groups with ads as support wanes
Julia Johnson
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President Joe Biden’s 2024 reelection campaign has rolled out several ads already, particularly targeting Hispanic and black media outlets in battleground states ahead of what is expected to be a competitive electoral contest.
As part of a $25 million ad buy announced last month, Biden’s team is placing ads in Arizona, Georgia, Michigan, Nevada, North Carolina, Pennsylvania, and Wisconsin, specifically trying to reach minority voters.
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This comes as the president has seen his support among various minority groups begin to decline. In New York Times/Siena College polls from 2022 and 2023, Biden saw a significant decrease in his nonwhite support. The average of these surveys showed Biden with 53% among nonwhite registered voters, compared to former President Donald Trump’s 28%.
In 2020, Biden earned the votes of 70% of nonwhite voters.
The Biden campaign is leaning into its strength with minority voters and is working to reenergize the pivotal voting bloc. The strategically placed ads are accompanied by a Florida-specific ad purchase looking to court Hispanic voters in the Sunshine State. Florida was one of the few states where Republicans performed exceedingly well in the 2022 midterm elections, including flipping Miami-Dade County, which is over 70% Hispanic or Latino.
The Biden campaign’s ad purchases are notably the largest for a reelection bid this early in the cycle.
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Following an ad blitz during the Republican National Committee’s primary debate last month, Biden’s team announced a new ad campaign set to air during the season-opening NFL game between the Detroit Lions and the Kansas City Chiefs on Thursday. The 30-second ad called “Got To Work” promotes the president’s economic record and points to his ability to bolster manufacturing jobs. The ad is a part of the same 16-week $25 million purchase.
“President Biden led an unprecedented economic recovery and is overseeing a historic legislative agenda that is creating good-paying jobs across the country, lowering costs for hardworking Americans, and bringing manufacturing back to the United States,” said Michael Tyler, the Biden-Harris 2024 communications director. “While MAGA Republicans compete against each other on their most extreme and unpopular positions, our campaign is investing in reaching a general election audience by investing in primetime placement. This buy sends a clear message that we are running an aggressive, winning campaign.”