Pappas Campaign Adjusts Advertising Strategy in Senate Race
Rep. Chris Pappas is making changes to his U.S. Senate campaign’s broadcast advertising in New Hampshire, specifically reallocating funds away from the Portland television market, as reported this week.
The New Hampshire Journal noted that the decision to cut back on TV spending arises from data provided by AdImpact, a firm that monitors advertising. For the upcoming advertising window from September 22 to 28, about $24,825 has been pulled from the Portland market based on an AdImpact “Spend Alert.” Notably, this alters Pappas’s strategy in one of the eight previously active markets.
According to AdImpact’s assessment, the Portland buy was valued at $24,889, with 92 percent of stations reported. In contrast, the most significant chunk of the campaign’s investment is in the Boston market, amounting to $516,340, with 98 percent of stations reported, along with a Burlington, Vermont buy at $27,000.
This reduction in spending comes as Republicans assert that the Senate race is much closer than what Democrats are suggesting. A poll commissioned by the National Republican Senatorial Committee (NRSC) through Fabrizio, Lee & Associates indicated that former Sen. John E. Sununu (R) has 37 percent support while Pappas follows closely at 36 percent—just within the survey’s four-point margin of error.
The NRSC’s memo pointed out that while the race is statistically tied, it calls into question the narrative that Democrats have a strong hold on New Hampshire. The memo suggested that voters may be reconsidering their views on Sununu.
Sununu, who secured a decisive victory in the September 8 Republican primary with 69.6 percent, was endorsed by President Donald Trump. Pappas obtained the Democratic nomination after his win against democratic socialist Karishma Manzur. Republicans are increasingly optimistic about their chances, especially given the close polling and Sununu’s recognized name across the state, although many predictions still lean Democratic for the seat.
Moreover, Pappas’s campaign has attracted significant outside financial support. The Senate Majority PAC, linked with Senate Democrats, previously reserved $10.2 million for TV advertisements in New Hampshire—this amount being the least among the eight target states. They characterized it merely as an “initial” buy. On the other hand, the conservative group One Nation has launched a $6 million campaign directed at Pappas, focusing on his past connections with an Amazon lobbyist.
The Senate seat is currently held by retiring Democrat Sen. Jeanne Shaheen and hasn’t been won by a Republican since 2010. The general election is set to take place on November 3.
