Biden for President Releases First Ad Targeting Black Voters as Part of Historic Investments in African American Paid Media
Yesterday, Biden for President announced $280 million in general election paid media reservations across television, digital and radio outlets targeting 15 key battleground states, and with a national cable component. Today, the campaign released "Better America," its first general election ad targeting Black voters that is now circulating on digital channels and will begin airing nationally on television this weekend.
The reservations will include historic investments to reach key constituencies, including African Americans, Latinos, and Asian American Pacific Islanders. This includes a massive, eight-figure multimedia investment in African American paid media. A significant portion of the investment is planned for advertising and sponsorships with Black-owned media outlets, including Urban One Network, the National Newspaper Publishers Association (NNPA) Newswire, The Shade Room, and numerous digital media platforms. This planned investment builds on an earlier six-figure buy that was one of the earliest-ever investments in African American media for a presidential race.
The Biden campaign released the following statement today about the investments: "The emphasis on engaging with Black voters and communities of color has been a key pillar of our campaign since day one. Our robust paid media strategy, which will include the largest general election investment in African American paid media by a presidential campaign, will allow us to disseminate Vice President Biden's policy proposals and targeted initiatives that speak directly to Black communities across the United States."
Congressman Cedric Richmond of Louisiana, who serves as campaign co-chair of Biden for President, told the NNPA Newswire, “This is just who [Biden] is as a candidate and person. He got into politics because of civil rights, and he understands the value that African Americans bring to the country, to the campaign and the electorate.”
On the heels of announcing the campaign's paid media plans, Thursday, Biden released the first national advertisement heading into the general election that specifically targets Black voters. In an exclusive story on Biden's "Better America" ad, the Associated Press highlighted that, "this ad also signals the former vice president’s continued effort to connect with African Americans during a time of immense turmoil across the nation."
