With the Iowa caucuses just weeks away, Republican presidential candidate Vivek Ramaswamy is adjusting his campaign’s advertising strategy. Recent data from AdImpact reveals that Ramaswamy’s campaign currently has no television ad space booked for the upcoming month, despite previously announcing a major ad push for Iowa and New Hampshire in November. To date, the campaign has invested $1.8 million in TV ads in Iowa and $1.3 million in New Hampshire.
Ramaswamy’s campaign suggests that the shift away from television ads is part of a broader strategy to more effectively reach targeted voters. In a social media post on Tuesday, Ramaswamy criticized TV ad spending as “idiotic” and “low-ROI,” referencing a user’s comment about younger voters not being regular TV viewers. He argued that traditional TV ads are a tactic used by political consultants to mislead candidates.
Despite speculation that the lack of TV ad spending might indicate a dwindling campaign effort before the Iowa caucuses on January 15, Ramaswamy remains confident. He hinted at a “big surprise” planned for that day and reiterated his commitment to remain in the Republican primary race.
The Ramaswamy campaign has spent a total of $4.7 million on TV advertising since its launch in February, a relatively modest amount compared to the substantial ad spending by his rivals. His campaign has received $3.2 million in support from the American Exceptionalism PAC. Instead of relying heavily on TV ads, the campaign has focused on media interviews and social media. In November, they released their first TV ad and announced plans to invest at least $10 million across TV, radio, digital platforms, and direct mail.
In contrast, the campaigns and super PACs supporting former President Donald Trump, former South Carolina Governor Nikki Haley, and Florida Governor Ron DeSantis have spent tens of millions on TV ads, with ads scheduled to air in Iowa and New Hampshire in the coming weeks.
Ramaswamy campaign spokesperson Tricia McLaughlin told CNN that a new TV ad is in the works and emphasized that the campaign’s spending levels remain consistent. She explained that the campaign is using data-driven approaches, including addressable advertising, direct mail, text messages, live calls, and door-to-door efforts, to reach identified voters. McLaughlin highlighted that this strategy allows the campaign to be flexible and highly targeted in its approach.
