January 18, 2024
The Iowa caucuses are over, and all eyes now turn to New Hampshire. How are the ad campaigns for each of the GOP presidential candidates performing in this final push? Check out their latest TV ad performance below!
How were these results compiled?
The data below reflects combined candidate/PAC spend on local broadcast and national cable between 12/1/23 and 1/7/24 and is specifically measured against GOP primary voters in New Hampshire. For simplicity, we use “campaign” to refer to ads run by the combination of each candidate and their supporting PAC.
Below are the specific New Hampshire markets where we measured broadcast spots. Worth noting – the DeSantis campaign did not spend in New Hampshire during this period as his campaign has turned its attention to South Carolina.
How are the campaigns performing in New Hampshire?
Impressions: Haley outpaced Trump in impressions throughout most of December, but Trump had a late push entering the new year. In the first week of January alone, his campaign ran over 2.1M impressions, 50% more than Haley that week.
Reach: Despite the massive surge in impressions, neither candidate reached more than 48% of NH GOP primary voters during this period. As we saw in Iowa, the vast majority of reach was achieved in just the first couple of weeks of December for each campaign, with minimal incremental reach in the following weeks despite the high impression count.
Frequency: Reach started to plateau after the second week of spending, significantly driving up frequency.
The average household reached by Haley viewed those ads an average of 78.6 times during this period! The frequency for Trump was close behind, at an average of 76.9x for households reached by Trump ads.
New Hampshire will be a crucial bellwether for both the Trump and Haley campaigns heading into the rest of primary season. Stay tuned as we track the ad performance of each contender in the primaries and into the general election later this year!
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Check out the rest of our Road to the White House series!
