In a last-minute move to counter their financial disadvantage in key Senate races, Senate Republicans are making a significant shift in their advertising strategy. The National Republican Senatorial Committee (NRSC) is canceling its remaining independent expenditure ad buys and reallocating funds toward more cost-effective “hybrid” ads, according to sources familiar with the strategy.
A Push for Efficiency Amidst a Fundraising Gap
The shift to hybrid ads, which are purchased jointly with the candidate’s campaign, allows the NRSC to take advantage of lower TV ad rates offered to candidates. This helps stretch their advertising budget, especially in competitive states like Nevada, where ad rates for outside groups can be as much as 10 to 25 times higher than those for candidates.
However, hybrid ads come with certain limitations. They must focus equally on a national issue or party as well as the specific candidate, making them trickier to design. Despite these challenges, the NRSC has leaned heavily on hybrid ads this election cycle, using them in key states such as Montana, Ohio, Wisconsin, Maryland, Arizona, and Pennsylvania.
Key Examples of Hybrid Ads
In Arizona, a joint ad from the NRSC and Republican Senate nominee Kari Lake ties Democratic candidate Rep. Ruben Gallego to Vice President Kamala Harris, specifically targeting the Inflation Reduction Act. The 15-second spot claims, “Kamala Inflation Act created record inflation. Ruben Gallego voted for it without question — Then joined Democrats in sending our taxes to fund illegal migrants.”
Similarly, in Montana, another hybrid ad attacks both Harris’ immigration policies and Democratic Senator Jon Tester. The first half of the ad focuses on Harris, while the latter half targets Tester.
Facing the Fundraising Reality
Despite the NRSC and its Democratic counterpart, the Democratic Senatorial Campaign Committee (DSCC), having similar amounts in their campaign bank accounts at the end of August, Democratic candidates have significantly outraised their Republican opponents. As a result, Democratic candidates are outspending Republicans in crucial races across the country.
The NRSC’s executive director has sounded the alarm, warning that if the party doesn’t close the fundraising gap soon, Republicans could lose winnable Senate seats. The spending disparity is becoming particularly evident in states like Nevada, where the NRSC had originally planned to spend $7.4 million on independent expenditure ads but has now shifted that money to hybrid ads supporting Republican candidate Sam Brown.
The Stakes of the Hybrid Ad Strategy
Republicans hope that the use of hybrid ads will allow them to maintain a competitive edge despite the spending gap. The cost savings provided by these ads could prove crucial as the election approaches, especially in crowded media markets where ad rates for outside groups have skyrocketed.
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