Nikki Haley will launch a $10M ad campaign to try to overtake Ron DeSantis in the GOP primary

New York (AP) — Nikki Haley is making a significant push for her presidential campaign by reserving $10 million for television, radio, and digital advertising in Iowa and New Hampshire, beginning in the first week of December. This move is aimed at giving the former United Nations ambassador an edge over Florida Gov. Ron DeSantis during a crucial phase in the GOP nomination race.

The details of Haley’s advertising plans, which mark the campaign’s first official ad reservation, were obtained by The Associated Press ahead of an anticipated public announcement on Monday. As of now, Haley’s planned investment is over five times larger than DeSantis’ current advertising reserves for the same period, according to the media tracking firm AdImpact.

Haley’s bold move reflects her determination to emerge as the clear alternative to former President Donald Trump to represent the GOP against President Joe Biden in the upcoming presidential election. DeSantis is currently Haley’s strongest competition for the second-place position in her party, though his campaign has shown signs of financial strain following a challenging summer.

Amid the GOP primary landscape, it’s crucial for rival campaigns to establish themselves as the primary alternative to Trump, with the hope of garnering enough support to mount a strong challenge or step in if the former president falters. Campaign finances and advertising strategies often play a more significant role in U.S. politics than a candidate’s policies or personality.

Haley’s upcoming advertising spree will cover Iowa’s Jan. 15 caucuses and New Hampshire’s primary shortly after. DeSantis’ campaign is currently focused on spending only in Iowa, raising questions about his financial standing.

While Haley’s campaign did not indicate whether the ads would directly target DeSantis or Trump, campaign manager Betsy Ankney called out DeSantis’ campaign, referencing recent statements belittling Haley’s potential impact in the race.

Given the financial constraints faced by DeSantis’ campaign, rival super PACs have been closely matching each other’s spending. Recent shifts in spending by DeSantis’ camp have raised concerns about financial stability, but campaign officials insist that these are standard tactics to optimize advertising spending in the long run.

Despite these financial dynamics, Haley remains confident in her campaign’s ability to make a strong advertising push in key states and build momentum to challenge Trump’s dominance in polling and fundraising.