The trend: As the 2024 election approaches, targeted political advertising is proving to be a critical factor in turning out key voter demographics. The major US presidential campaigns are investing heavily in media buys, with the Biden-Harris campaign spending nearly $320 million on “media buys and production” and the Trump campaign following suit with close to $77 million in ad expenditures since January, per Federal Election Commission (FEC) filings.

Targeting FTW: In crucial swing states like Nevada, Arizona, Pennsylvania, and Georgia, where polls show close races, the Harris campaign is focusing on micro-targeted ads, especially toward Latino voters, a key demographic in many battleground states.

• The $370 million ad campaign the Harris campaign announced it would spend between Labor Day and Election Day emphasizes health care, uses bilingual ads, and highlights the Biden-Harris administration’s insulin cost cap to appeal to cost-conscious working-class Latinos.