The Republican Governors Association (RGA) has unveiled an ambitious midterm advertisement strategy: a $31.4 million ad buy in five battleground states.
RGA leadership believes the investment will expand its 28 state majority. It's a diversified approach that involves shoring up support for GOP candidates in competitive states like Arizona and reclaiming the governor's mansion in ruby-red Kansas, where a subpar candidate doomed the GOP's chances in 2018.
The most significant payment, $10.2 million, will go to Arizona, where a grueling Republican primary and a continued population boom leaves the fate of the 2022 election decidedly uncertain.
However, RGA co-chair Gov. Doug Ducey (Ariz.) can find some solace in the fact that he survived a strong challenge in 2018's pro-Democratic national environment.
The Washington Examiner reports:
The balance of this initial advertising purchase, $20.2 million, is being invested in states with Democratic governors: Kansas, Michigan, Nevada, and Wisconsin. With President Joe Biden's job approval ratings mired around 40%, and with domestic and foreign policy crises to deal with at seemingly every turn, Republicans are increasingly optimistic about their 2022 prospects.
“The RGA is committed to investing in these states to ensure Americans know life is better when a Republican governor is in charge,” RGA Executive Director Dave Rexrode said in a statement. “We look forward to taking advantage of the numerous pick-up opportunities we have to add more Republican governors to our ranks.”
The RGA advertising campaign breaks down as follows:
- Arizona: $10.2 million, Phoenix and Tucson media markets, runs Aug. 3 – Nov. 8
- Kansas: $3.5 million, Kansas City and Wichita media markets, runs Sept. 7 – Nov. 8
- Michigan: $3.5 million, Detroit and Grand Rapids media markets, runs Oct. 12 – Nov. 8
- Nevada: $8 million, Las Vegas and Reno media markets, runs Sept. 7 – Nov. 8
- Wisconsin: $6.2 million, Milwaukee, Green Bay, Madison, La Crosse, and Wausau media markets, runs Sept. 7 – Nov. 8
Observers expect the RGA to further invest in targeted races as Election Day 2022 nears.
