Political Ads, Week of Oct. 30th

Week of October 30th

“The Closer”

Outside groups are running attack ads to the bitter end, but for candidates, the final week of the campaign is a last chance to make their case with voters. Here’s a quick roundup of their closing messages.

US House of Representatives

2nd District
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Rep. Elaine Luria (D-Virginia Beach) has two closing ads that seek an emotional connection to voters in Hampton Roads. A one-minute spot called “Homecoming” features images of sailors arriving back in port, embracing family members. “This is us at our best,” Luria narrates. “Families like yours and mine are why I ran for Congress.” There’s one swipe at Scott Taylor for a ballot signature fraud scandal that cost the Republican his seat in 2018. But the ad is overwhelmingly upbeat. Luria has a second spot called “Break” that is -- by far -- the most quiet campaign ad of the year. A still camera captures a deserted beach. There is no narration. Just the sound of sea birds and the surf. Words in small font appear on screen. “We wanted to give you a break from all the political ads.” The words disappear and the beach is shown for the next 12 seconds. More text: “And remind you one more time.” There is a slight pause before the spot plants the hook, “that Scott Taylor’s campaign committed ‘out-and-out fraud.’”

Behind in the most recent polls, Taylor narrates his closing ad, in which he makes a case why Luria is out of touch with her district. Starting with a video of street fires set during demonstrations at the Virginia Beach oceanfront, Taylor says Luria was silent about looting, has voted in lockstep with Democratic House Speaker Nancy Pelosi and supports tax increases that hurt struggling small businesses. Taylor saves the final 10 seconds to highlight his background as a Navy Seal. “The choice is clear” he says, looking into the camera. “I’ll be your champion in Washington.”

5th District
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Republican nominee Bob Good closes with an ad that seeks to nationalize what he says is a clear choice -- his unwavering support for President Trump compared to a Democrat who is “way too radical” for the largely rural district. The spot begins with a photograph of Democrat Cameron Webb wearing a mask and kneeling alongside Black Lives Matter. For 15 seconds, the ad lingers on Webb, a Black physician, who is glancing sideways in an unflattering way. Good lets a narrator read of a litany of accusations that Webb will defund police, end Medicare, “double gas prices” -- and more. The spot ends with photos of Trump and Good, who is depicted in a red “Trump 2020” baseball cap. “Republican Bob Good stands for the flag and with President Trump.”

Democrat Cameron Webb is closing with testimonials from 5th District voters to make the case that folks in this reliably Republican district should feel comfortable voting for Webb. This 30-second spot, slated to run more than 600 times in the last week of October, includes quick cuts of regular folks who seem to finish each others sentences. The message is summed up by a woman seated in a bright red lawn chair, who says, "I vote the person, not the party."

7th District
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Nick Freitas narrates his closing spot in which he describes America at a crossroads. He never mentions incumbent Democratic Rep. Abigail Spanberger, but alludes to charges he has leveled against her. “The idea that you would raise taxes or regulations in the midst of this crisis is just wrong,” he says. “We know the solutions to our problems are not going to come from the bureaucracy in DC." Freitas, a state delegate, casts himself as a Washington outsider who is inspired by small business owners, nurses, and first responders. “We need someone who will fight for the families and business who are struggling to stay open. That’s who I’m running for.”

In her close, Spanberger draws upon her life's narrative -- a former CIA operative who fought terrorism -- that two years ago helped her unseat Republican Dave Brat. “In Congress, I have that same mission,” says Spanberger, an American flag pin on her lapel. “And I'll take on anyone -- lobbyist, special interests and even my own party -- to do what's right.” In the end, she brushes off the $5 million that outside groups have spent on ads suggesting that behind her moderate image is a tax-and-spend liberal. Spanberger says her mission remains all about service to America. “False attack ads and the billionaires behind them won't change that.”

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US President

Ad spending | Watch TV spots | View Facebook ads

Weekly Cable TV Spending

Source: Kantar Media

In the final week before the election, pro-Biden groups seem to have a monopoly on cable advertising. While Republican spending has been lower than Democrats' throughout the campaign season in Virginia, over the last three weeks, they seem to have pulled all spending from cable spots.

US Senate

Ad spending | Watch TV spots | View Facebook ads

Weekly Broadcast TV Spending

Source: Kantar Media

On broadcast TV, Senator Mark Warner has increased his spending lead the last weeks of the campaign, while spending by Republican Daniel Gade has shrunk.

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Note: Ad spending data from Kantar Media and the Facebook Ad Library.

Nov. 2, 2020

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