OPENING: Democratic candidates have raised far more money than Republicans for House and Senate races this cycle. The Supreme Court just gave Republicans a new way to spend that money: unlimited coordinated ad buys at candidate-friendly rates.
Before the ruling, limits on coordinated spending were as low as $130,600 for some Senate races. The Supreme Court struck down that limit in a 6-3 decision. Republicans praised the ruling, describing it as a significant victory for free speech rights. Now parties can spend as much as they want on ads that directly support their candidates - as long as those ads run on broadcast, cable, or satellite within the 45- or 60-day window before an election.
That window locks in the lowest advertising rate that candidates get. John Link, the senior vice president of data at AdImpact, an advertising analytics firm, noted, "Broadcast reach is still generally unmatched." The new freedom does not apply to digital, streaming, or connected TV.
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But the ruling helps Republicans spend their war chest more efficiently. Sarah Bryner, who serves as a director at the nonpartisan research organization Public Agenda, stated, "Getting more money from parties via large donations will lower the advantage that candidates can wield through their fundraising." The GOP's Senate Leadership Fund plans to spend $342 million in eight states before Election Day. The Democratic Senate Majority PAC has pledged $144.4 million.
Republicans celebrated the decision. South Carolina Senator Tim Scott, who chairs the NRSC, and Representative Richard Hudson of the NRCC said in a joint statement: "The Court has restored core political speech and ensured parties can compete on a level playing field." They added, "We are ready to fully support our candidates."
Democrats warned the ruling gives billionaires and special interests more influence. Senator Kirsten Gillibrand, Representative Suzan DelBene, and DNC chair Ken Martin said: "Today's ruling is a win for billionaire donors and special interests who want more influence over the GOP agenda." Bryner noted that "the major super PACs are themselves major spending arms of the national parties."
With unlimited coordinated spending, local TV stations will see surging ad demand in competitive races. Nexstar CFO Lee Ann Gliha explained: "Really, it comes down to a supply-demand calculation. And as you get closer and closer to that election, there's just more demand than there is supply." Expect ad rates to climb and commercial advertisers to get squeezed out.
"The races that are going to be competitive are going to be extremely competitive," said Link. That means the GOP's cash advantage could shape the fight for control of the House and Senate.
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