Pro-Kavanaugh ads racked up 9,738 TV airings from July 10 through Oct. 1, for a total estimated outlay of $6.4 million. Anti-Kavanaugh ads had 8,025 TV airings over the same period, with an estimated $2.9 million price tag. One note: Of the total of 17,763 airings of both pro- and anti-Kavanaugh ads, 17,401 occurred before Sept. 28 (the Ford-Kavanaugh hearings were held on Sept. 27).
The fact that the pro- and anti-Kavanaugh airing totals are not that far off, but the spending is much higher for pro-Kavanaugh ads, is a reflection of strategy: Groups supporting Kavanaugh have chosen generally pricer cable-TV-only buys, whereas anti-Kavanaugh groups have gone with a mix of cable and local/national broadcast.
To arrive at these figures, Ad Age Datacenter's Kevin Brown analyzed measured-media ad spending data from Ad Age's Campaign Trail partner Kantar Media/CMAG.
Judicial Crisis Network, America First Policies and the National Rifle Association are among the pro-Kavanaugh advertisers. Demand Justice Initiative, the Planned Parenthood Action Fund and NARAL Pro-Choice America are among the anti-Kavanaugh advertisers.
Watch a pro-Kavanaugh NRA ad followed by a NARAL anti-Kavanaugh ad (for Nevada viewers) here: