Political advertisers spent $1.9 billion on online ads for the 2024 election across major digital platforms that disclose their spending. The actual expenditure is likely underestimated as many platforms lack legal obligations for reporting political ad spending. Advertisement strategies revealed that parties and outside groups leaned heavily on negative ads to persuade voters, while candidates focused equally on persuasion and fundraising. Spending showed partisan trends, where Democratic spending aimed more at fundraising and contrasting with opponents, while Republican ads concentrated on promoting candidates. Transparency issues persist due to inadequate disclosure rules from tech companies.
Political advertisers spent $1.9 billion on online ads for the 2024 election across the largest digital platforms, though this figure is considered an underestimate due to weak disclosure rules.
Political ads showed that parties and outside groups favored negative advertising to persuade voters, while candidates balanced persuasion with fundraising goals.
Democratic advertising often focused on fundraising, whereas Republican ads were more likely aimed at mobilizing voters. Pro-Democratic spenders contrasted candidates more than pro-Republicans.
Weak disclosure rules hinder understanding of online political advertising. Data from tech companies is often incomplete and unstandardized, fueling issues with transparency in political spending.
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