The Ohio Senate race has emerged as one of the most closely watched contests in the 2024 election cycle. After a long silence on the airwaves following his primary victory, Republican nominee Bernie Moreno is finally stepping into the spotlight with a substantial $25 million advertising campaign. This move marks a significant escalation in a race that has already attracted national attention and substantial financial backing.
Moreno’s Late Start and Strategic Focus
Bernie Moreno’s decision to hold off on airing ads until now has left some political observers puzzled. Since his victory in the grueling March 19 primary, where he defeated Ohio Secretary of State Frank LaRose and state Sen. Matt Dolan, Moreno has spent just $2 million on advertisements. This was a stark contrast to the intense ad spending seen from other candidates in similarly competitive races.
Now, five months later, Moreno is launching an extensive ad blitz that will span TV, radio, digital, mail, and streaming platforms. His initial ad, a 30-second spot shared first with POLITICO, takes aim at Democratic incumbent Sen. Sherrod Brown. The ad accuses Brown of aligning with “radicals like Kamala Harris” to provide undocumented immigrants with taxpayer-funded benefits such as stimulus checks, health care, and Social Security. The ad also highlights Moreno’s endorsement from former President Donald Trump and his promises to deport undocumented immigrants and build a wall along the southern border.
Financial Challenges and Republican Strategy
Moreno’s delayed entry into the advertising fray was partly due to the financial toll of the primary. The increasingly nasty battle left Moreno with depleted resources, forcing him to regroup before launching a full-scale general election campaign. This financial strain underscores a broader issue within the Republican Party this cycle, as national GOP leaders have worked to avoid costly and divisive primaries in order to preserve resources for the general election. However, in Ohio, Democrats intervened in the GOP primary, boosting Moreno as their preferred opponent.
Since the primary, Democrats have invested heavily in support of Sherrod Brown, reserving or spending a staggering $148 million on ads. In comparison, Republicans have booked $136 million, but much of this spending has come from super PACs rather than directly from Moreno’s campaign. By purchasing air time at the cheaper candidate rate, Moreno can stretch his advertising dollars further, helping to close the spending gap.
Brown’s Advantage and Democratic Strategy
Sen. Sherrod Brown, one of the few Democratic incumbents seeking reelection in a state that voted for Donald Trump, has enjoyed a substantial fundraising advantage. Brown’s campaign has booked $43 million in ads since April, far outpacing Moreno’s spending. Democratic ads have largely focused on discrediting Moreno, portraying him as a “sleazy car salesman” rather than linking him to the increasingly popular national Republican Party in Ohio.
This dynamic is not unique to Ohio. In several of the most competitive Senate races across the country, Democratic candidates have maintained a significant edge in ad spending. For example, in Montana, Democratic Sen. Jon Tester has reserved $34.4 million in ads compared to less than $10 million for his Republican challenger, Tim Sheehy. Similarly, in Nevada, Democratic Sen. Jacky Rosen has booked $28.7 million, dwarfing the $2.5 million reserved by Republican Sam Brown.
Looking Ahead in the Ohio Senate Race
As the Ohio Senate race enters its final months, Bernie Moreno’s massive ad buy is a clear signal that he intends to compete aggressively for the seat. With substantial support from super PACs and his ability to purchase ads at a lower rate, Moreno is poised to make up for lost time and challenge Sen. Sherrod Brown in what is shaping up to be one of the most hotly contested races in the country.
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