In a bid to bolster support for Ron DeSantis' presidential run, the Never Back Down super PAC has significantly increased its advertising reservations, staking over $12 million on media airtime primarily in Iowa this coming fall.
Data from AdImpact shows the pro-DeSantis super PAC has churned out more than $12.3 million to secure new advertising slots, the largest chunk - $11.4 million - targeting key Iowa media markets. A further $900,000 has been routed for a national slot on Fox News. The advertised content is expected to kick off the week of September 6 and maintain momentum through Halloween.
This fresh injection pushes Never Back Down's cumulative ad expenditure to about $31 million, outspending even the pro-Trump super PAC, MAGA Inc., and becoming the second-highest advertiser in the ongoing 2024 race. Only TIM PAC, supporting Sen. Tim Scott, has outspent them, pumping over $37 million in advertisements through to January next year.
This significant ad boost comes soon after the first presidential primary debate, with DeSantis keen to leave a larger footprint in the race where he's currently straggling behind front-runner and former President Donald Trump.
Never Back Down is not just investing in advertising but also in repositioning DeSantis' image before the electorate. Recent ads underscore the personal traits of the Florida governor, with particular focus on his wife, Casey DeSantis, and her fight against breast cancer, weaving a narrative of familial solidarity.
Plans to spend an impressive total of $25 million on this fresh advertising juggernaut, split between Iowa and New Hampshire, have been confirmed by Never Back Down officials. The communication collateral will span TV slots, digital ads, direct ads, mailers, and text messages.
Never Back Down's recent FEC report indicates a healthy cash reserve of $96.8 million by the end of June. A large chunk of this war chest has been filled by DeSantis' gubernatorial fundraising in Florida, facilitating the super PAC's heavy lifting of the governor's campaign messaging.
DeSantis' direct campaign, comparatively strapped for cash and having spent a mere $1.3 million on ads, benefits greatly from the support of the allied super PAC which has already spent upwards of $31 million.
Interestingly, Never Back Down's messaging has morphed over the campaign's lifetime. While initially taking a combative stance on cultural debates and featuring clips of praise from Tucker Carlson; it later broadcast ads bashing Trump for his criticism of primary state GOP governors. In recent developments, the super PAC has chosen to call attention to DeSantis' military background, aiming to engage voters with his life story.
Meanwhile, President Joe Biden has announced a $25 million TV and digital ad campaign that will take its messages to battleground states for 16 weeks. American Exceptionalism PAC, supporting entrepreneur Vivek Ramaswamy after a strong debate performance, has launched two TV ads. Thus far, it has expended nearly $850,000 on advertising.
Emphasizing the competitive nature of the race, it's worth noting that Republican outside groups have collectively spent in excess of $108 million on 2024 GOP presidential primary advertising, including future reservations.
