Michael Bloomberg begins running TV ads in Puerto Rico

WASHINGTON

Michael Bloomberg’s TV blitz is going beyond the 50 U.S. states.

The former New York mayor and billionaire Democratic presidential candidate is running television ads in Puerto Rico ahead of the U.S. territory’s March 29 primary election, according to TV advertising contracts viewed by the Miami Herald. He’s the only presidential candidate running ads in Puerto Rico, according to two sources who track TV ad buying.

Bloomberg spent

$201,200 on TV ads that appeared on Telemundo between January 20 and 24, according to Advertising Analytics, a firm that tracks TV spending by political candidates. And an analysis of TV spending by the ad tracker Medium Buying showed that Bloomberg spent $336,000 on broadcast television ads in the San Juan and Caguas markets from January 14 to January 24.

The spending matters because Puerto Rico has 51 Democratic delegates up for grabs in the primary, and Bloomberg is betting that focusing on states later in the primary process will help propel him to the Democratic nomination. Puerto Ricans can’t vote in the November general election but they can vote in primaries.

Last year, Puerto Rican Democrats moved their primary up to March from June. Hillary Clinton’s victory in the 2016 Puerto Rican primary came after the national race was largely decided.

“We moved it to Sunday, March 29, because if you look there’s very little the Tuesday before and very little the Tuesday after,” said Kenneth McClintock, a former Democratic National Committee member form Puerto Rico and former president of the Puerto Rican Senate. “We’re like in a vacuum where we should be able to attract candidates attention. In logistical terms, we’re not competing with too many other states for time.”

Bloomberg’s campaign did not provide details of any future advertising plans in Puerto Rico. Campaign spokesperson Alejandra Soto said in a statement that Bloomberg will campaign on his support for Puerto Rican statehood.

“Mike’s message to Puerto Ricans is that he sees their challenges as our nation’s challenges, a strong Puerto Rico strengthens America, and the time has come for Puerto Rico to have a full seat at the table with statehood and a vote in Congress,” Soto said in a statement.

McClintock said Bloomberg’s early advertising investment and his vocal support for statehood will help him win the primary. McClintock, a pro-statehood Democrat, hasn’t made an official endorsement, but is leaning toward Bloomberg after Bloomberg backed Puerto Rican statehood in newspaper columns in Puerto Rico and Florida this week.

“He’s making the earliest investment since our first primary in 1980 and is making what appears to be very strategic buys,’ McClintock said. “It’s been effective, a lot of people are talking about Mike Bloomberg, as a result of yesterday’s columns.”

Puerto Ricans on the island have taken notice of Bloomberg’s increased presence on local media, where he’s vowed to work toward Puerto Rico’s recovery and replaying now-iconic footage of Trump throwing rolls of paper towels in the aftermath of Hurricane Maria.

Alex Daugherty: 202-383-6049, @alextdaugherty Bianca Padró Ocasio: 305-376-2649, @BiancaJoanie