In an unexpected twist for the 2024 presidential race, Democratic super PACs are concentrating their efforts on promoting Vice President Kamala Harris, rather than focusing on their traditional strategy of attacking Donald Trump. A POLITICO analysis of ad spending reveals that the majority of pro-Democratic outside groups are now investing heavily in positive ads aimed at bolstering Harris’s image, a departure from the negative campaigns targeting Trump in both the 2016 and 2020 elections.
Harris Takes Center Stage in Democratic Ads
Harris, who launched her abbreviated campaign after President Joe Biden stepped down from the race, faces the challenge of being relatively unknown to many voters. In response, Democratic groups have shifted their resources to reintroducing her to the electorate, showcasing her biography, policy positions, and vision for the country, particularly on key issues like the economy and immigration. This strategy marks a significant change from past election cycles, where a larger portion of Democratic ad spending focused on driving up Trump’s negatives.
The latest polls suggest that voters’ opinions on Trump are largely fixed, even in light of his four indictments and previous attempts to overturn the 2020 election. As Evan Roth Smith, lead pollster for the Democratic firm Blueprint, put it, “Voters have nothing, no information they need to collect, to inform their decision on Donald Trump.” As a result, the focus has shifted to Harris, with Democrats betting their dollars on introducing her to the broader public.
Republican PACs Keep Attacking Harris
On the other side, Republican super PACs have stuck to a more traditional playbook. Nearly 90% of their outside spending has been devoted to attacking Harris since she replaced Biden at the top of the ticket. The GOP’s negative ads are flooding swing state markets, with a particular focus on Harris’s immigration policies. For instance, in the Philadelphia media market, the most-aired pro-Trump ad goes after Harris on immigration without even mentioning Trump.
A Contrast with Past Election Cycles
The shift in Democratic strategy is striking when compared to past elections. In 2020, 60% of Democratic outside spending was focused on attacking Trump, and in 2016, 87% of the spending was aimed at negative content about him. This year, however, about 80% of Democratic-aligned outside spending is aimed at supporting Harris rather than opposing Trump, according to the Federal Election Commission records. This reflects a growing belief among Democrats that they are better off using their resources to shape voters’ perceptions of Harris, rather than trying to change their views on Trump.
Targeting Key Swing States
In key battleground states like Pennsylvania, North Carolina, and Georgia, voters are seeing a deluge of content about Harris — both positive and negative — far more than they are about Trump. Democratic ads have focused on topics like the middle class and taxes, while Republicans are zeroing in on immigration as a major issue to criticize Harris.
Democrats’ Strategy Going Forward
As the election progresses, Democratic groups continue to roll out ads targeting specific voter demographics, including women and Latino voters. American Bridge 21st Century, one of the largest pro-Democratic super PACs, has been running ads targeting women on the issue of abortion, aiming to mobilize lower-propensity female voters in swing states. Despite the focus on promoting Harris, the Democratic campaign hasn’t completely abandoned anti-Trump content. Ads highlighting Trump’s involvement in the January 6 insurrection and his association with unpopular policies, like the Heritage Foundation’s Project 2025, are still being deployed.
Conclusion
The 2024 election marks a significant shift in strategy for Democratic super PACs, as they pivot from their usual Trump-focused attacks to building up Harris’s candidacy. With most voters already having strong opinions about Trump, Democrats are betting that their resources are better spent defining Harris’s image in the eyes of the electorate. Meanwhile, Republicans are maintaining their focus on attacking Harris, setting the stage for a highly contentious race in key swing states.
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