Trump Is Spending. Just Not Much.

He has $99 million in the bank. He has committed to $12.5 million. That is not a lot, but we do have the answer now.

Rob Pyers @rpyers

Trump's MAGA, Inc adding another $3.8 million in ad reservations spread across several states, bringing its general election spend to $8.6 million.

AdImpact Politics @AdImpact_Pol

MAGA Inc. added new money today in pivotal Senate generals around the country. Today's additions: #OHSen: $1M #PASen: $770K #AZSen: $725K #GASen: $681K #NVSen: $653K

The numbers are not that great in each state. $681,000 in Georgia is not a significant ad buy for a statewide race with the Atlanta media market. $1 million in a state like Ohio, with major media markets in Columbus, Cinncinati, Cleveland, etc. is, again, not a lot. And don’t forget the ad team commissions — that number doesn’t actually go directly to advertising. That goes to pay for placement and there are typically commissions that come out of that, so the overall ad buy is less.

In other words, President Trump’s team gets to say they have spent money. But when you have $99 million cash on hand from small-dollar donors to fight, and you’re spending about 12.5%, you might as well face the wind and the pee.

Donald Trump spent $500,000 to attempt to defeat Brian Kemp unsuccessfully. I’m not sure how his team thinks a few minutes of TV time in Atlanta in a saturated market will help Herschel Walker or a few minutes spread across Ohio will help JD Vance. It seems like the MAGA team wants credit without actually having an impact.

Those candidates, if elected, will give more credit to McConnell, who has spent way more money on them. McConnell will stay the leader. Trump’s fans will feel betrayed by those candidates supporting McConnell. Those candidates will feel betrayed by Trump. Wash. Rinse. Repeat.

UPDATE: For more perspective, McConnell is spending over $20 million in New Hampshire alone on a race he doesn’t expect to win.