Dems focus on health care, GOP rallies round Trump
Ads reflect partisan strategies to grab voters
WASHINGTON – Senate Democratic candidates and allied outside groups have devoted more than 40 percent of their TV ads this year to health care – spending a combined $17 million on spots pledging to protect people with pre-existing conditions, fight for lower drug prices and guard against cuts to Medicare.
The sharp focus on health care from Democrats stands in contrast to a more diffuse message on the GOP side. In hotly contested races across the country, Republicans and the GOP-leaning groups have divided their ad dollars on a broader set of issues – spending about $10.5 million on spots embracing President Donald Trump, $14 million on ads touting the GOP tax law and $7.6 million on commercials highlighting a hard line on immigration.
The divergent ad strategies – based on a USA TODAY analysis of data from Kantar Media – offers a snapshot of Senate races as the primary season draws to a close and candidates pivot toward the general election only three months away.
From January through July, Democratic candidates and outside groups aired nearly 70,000 ads focused on health care, far and away the most common issue highlighted. The secondplace star in Democratic spots was jobs and unemployment, featured in about 30,000 spots.
Republicans spent most of their paid TV time talking about Trump, if only by a sliver. GOP candidates and allied outside groups have aired 45,000 proTrump ads this year.
The GOP’s signature legislative achievement – the sweeping tax cut – drew slightly fewer spots, at 43,000. More than half of those tax cut ads were paid for by Republicanleaning groups, as opposed to the candidates themselves.
Immigration and the roaring economy were essentially tied for third place among GOP spots, with 34,000 and 32,000 ads, respectively.
The figures highlight one advantage Senate Democrats have in an otherwise difficult election cycle.
Ten incumbent Senate Democrats are up for re-election in states that Trump won in 2016, which gives Republicans a huge playing field for possible pickups. But those Democratic incumbents have faced only nominal primary opponents, while Republican challengers in Indiana, Montana and elsewhere have spent months in bitter GOP nominating battles.
“Democrats haven’t had competitive primaries, so they’ve been focused on general-election messaging most of the cycle,” said Jennifer Duffy, who analyzes Senate races for the nonpartisan Cook Political Report. “Republicans have only been in general-election mode for about a month.”
Health care ranks as a higher priority for Democrats this year than it did for Republicans when they crusaded against the Affordable Care Act in 2010 and 2014. The issue is closely tied to Trump because of Republican efforts to undo the law either through legislation or executive action.
“I support the Affordable Care Act and voted against all of President Trump’s attempts to repeal it,” Sen. Dianne Feinstein, D-Calif., whose campaign has spent the most money on ads that mentions health care, boasts in an ad.
Rep. Jackie Rosen, D-Nev., who is trying to unseat Republican Sen. Dean Heller, is hitting him hard for voting to repeal Obamacare. “He decided not to cross Trump,” one ad says.
On the GOP side, the high volume of pro-Trump ads are striking because in midterm elections, candidates often try to run away from their party’s president. The Kantar data, as well as an analysis by the Wesleyan Media Project, found GOP candidates are doing the opposite: praising Trump at record rates.