The super PAC supporting former Florida governor Jeb Bush plans to begin airing what could be the most expensive television advertising campaign in the history of presidential primary politics.
On Tuesday, Right to Rise, will begin airing $1.2 million worth of ads on Boston, New Hampshire, and cable stations. A digital campaign and radio advertising will also begin in days. In addition to New Hampshire, the ads will air in Iowa, followed by the next week beginning in South Carolina.
The group then plans to continue advertising for at least six months — straight to the March 8 contests, a month after the New Hampshire primary.
In all, the group’s strategist, Mike Murphy, said group will spend at least $24 million in 2015 alone.
The first 30-second spot focuses on Bush’s record as governor of Florida, and doesn’t mention any of Bush’s rivals by name, including frontrunner Donald Trump.
Murphy said the messages in the ad were driven by internal polling that showed while voters in early primary states knew who Bush was, they didn’t know much about his record as governor.
“Our main opponent now is ‘I don’t know’ or ‘Tell me more’,” Murphy said referring to answers given in their poll.
One thing that is clear from public polls: The ads couldn’t come at a better time for Bush. Once the frontrunner in New Hampshire and nationally, he has dropped significantly well behind Trump, retired Dr. Ben Carson, and others.
A poll released Monday showed Bush tied for fourth place in New Hampshire; a different national poll put Bush in third place, down 4 percentage points in a month.
The ads will begin airing a day before the second Republican presidential debate on Wednesday night.