Meanwhile, Youngkin is trying to juice his base through culture war issues like “critical race theory” and “defund the policy” without explicitly nationalizing the race by mentioning figures like Trump or Biden.Īlong those lines, the McAuliffe campaign’s in-house creative team produced and released this strong video ad earlier this week, laying out the stakes of the election through the lens of Charlottesville and January 6th. Even with Trump out of office, McAuliffe continues to use Trump to try to turn out the electorate that delivered Democratic victories in 20.
This quick breakdown highlights the challenges each candidate is facing in the increasingly Democratic-leaning commonwealth.
#VIRGINIA GOVERNOR ISSUES DOMINATE AD WARS SERIES#
Meanwhile, GOP nominee Glenn Youngkin’s digital team is going hyper-local in a new series of ads. An August poll from Change Research/Crooked Media found that nearly 60% of voters support mask and vaccination mandates, but it’s an open question of how salient those issues still are with swing voters. Terry McAuliffe’s campaign continues to hammer home COVID-19 messaging focused on Youngkin’s reluctance to support vaccination mandates. Last week, we covered how both gubernatorial campaigns are shifting their digital programs towards mobilization, but both campaigns continue to run persuasion campaigns deep into October. In the general election, Terry McAuliffe’s campaign has spent nearly $4.2 million on Facebook + Google ads, while Youngkin’s campaign has dropped around $1.6 million. Top of the TicketįWIW, here’s how post-primary spending on Facebook and Google ads stacks up in the Governor’s race: With the election just around the corner, we breakdown campaigns’ last-minute persuasion and turnout tactics in this week’s edition of FWIW Virginia. That said, Youngkin appears to be benefiting from some level of a Democratic enthusiasm gap, and it’s clear that elections around the Commonwealth may wind up closer than expected. We should also note this Monmouth poll from the same point in 2017 which showed the Democratic candidate losing, so take this with a grain of salt. Was this email forwarded to you? Click here to subscribe.Įlection Day is just 12 days away, and the latest poll out of Monmouth University has #VAGov tied at 46-46. Each week, we look at how campaigns are investing in digital engagement and the online tactics they use to reach voters across the Commonwealth. After finally gaining control of all the centers of power in Virginia in 2020, Democrats have passed a transformational agenda, including measures on gun control, abortion and a minimum wage increase, that a Republican in the governor's mansion could halt.Welcome to FWIW Virginia, where we analyze digital spending trends on both sides of the aisle in the 2021 Virginia statewide and legislative elections. The state is also seen by Democrats as a template for other southern states that are becoming increasingly purple, like Georgia and North Carolina, where Democrats see demographic trends providing a long-term path to power even as some former perennial swing states like Ohio trend Republican. Its demographic changes - a suburban population explosion, an influx of young, diverse more socially liberal voters, many in the tech sector, along with a reliable African American voting bloc around the state capital of Richmond - have superseded conservative, rural voters that made the commonwealth a southern bastion for decades. Since 2008, when Barack Obama became the first Democrat to win the state since President Lyndon Johnson, Virginia has held talismanic appeal for the party.
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