Former president’s lacklustre output points to significant tactical change from four years ago
Kamala Harris has spent 10 times as much as Donald Trump on digital advertising since becoming the Democrats’ presidential candidate, a sign the campaigns are diverging in their tactics to reach voters and small-dollar donors. Harris has spent $57mn on Google and Meta ads since President Joe Biden dropped out of the race on July 21, compared with just $5.6mn by Trump, according to a Financial Times analysis, as the Republican conserves cash and relies on traditional media to carry his message.
The drop in digital ad spending by Trump dovetails with a fall in the share of his fundraising coming from small-dollar donations — amounts less than $200 — from 61 per cent in the 2020 election to 40 per cent in 2024. Digital strategists said Trump’s lower digital spending reflected his reliance on so-called earned media — exposure through public appearances — as well as TV ads and in-person organising.
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