During the first week of October, Kamala Harris’ presidential campaign put more money behind ads about health care while Donald Trump ramped up criticism of the vice president’s positions on LGBTQ issues, and outside groups continued launching stark attack ads, advertising data shows.
The ad tracking firm AdImpact catalogs the issues that are referenced in broadcast TV campaign ads and tracks the amount of money behind those spots. Comparing changes month-to-month and even week-to-week can show how each campaign is tailoring its message, and it shows the share of campaign resources spent highlighting various issues.
Harris campaign
Between August and September, the Harris campaign moved away from defensive ads that stressed the vice president’s law enforcement background, toward more ads touting on her economic proposals and also focused on abortion rights – a key issue for many Democratic and independent voters since Roe v. Wade was overturned and severe restrictions on the procedure were enacted in mostly Republican-led states.
Now, in the first full week of the final full month of campaign, ad data shows how health care and abortion rights are becoming a more dominant share of Harris campaign messaging.
Out of a total of $16.1 million that the Harris campaign spent on broadcast TV ads during the first week of October (10/1 - 10/7), about $7.2 million (44%) went to ads that referenced health care, the top ranked issue in Harris advertising, up from 17% in September.
Trump campaign
On the other side, in the first week of October, the Trump campaign continued to emphasize economic issues, but also ramped up its criticism of Harris’ positions on LGBTQ issues – in particular, replaying clips of Harris during her 2020 presidential campaign expressing support for taxpayer-funded gender transition surgeries for detained immigrants and federal prisoners.
“It sounds insane because it is insane,” says an ad that the Trump campaign has spent more than $6 million airing over the last week. “Kamala was the first to help pay for a prisoner’s sex change.”
That attack has been echoed in several other ads from the Trump campaign, and it’s driven LGBTQ rights to the second most-referenced issue in ads from the campaign during the first week of the month – more than half of its total broadcast TV spend in that period going to ads about the issue, up from 17% in September and 0% in August.
Overall, the top issue in Trump campaign ads during the first week of October was taxation, referenced in three-quarters of its broadcast TV advertising, as the campaign repeatedly warned that Harris would “significantly” raise taxes – a claim that has drawn the ire of fact checkers, including CNN’s Daniel Dale.