Bloomberg Campaign Takes Out Super Bowl Ad to One-Up Trump

The 60-second spot will appear in the 2020 Big Game

michael bloomberg in front of a sign that says Mike 2020
Bloomberg will have an ad in the 2020 Super Bowl. Getty Images

The political game is headed to the Big Game this year.

Michael Bloomberg, the billionaire former mayor of New York and Democrat presidential candidate looking to win the primary and ultimately unseat President Donald Trump, has already spent astronomical amounts in the 2020 race.

Now the campaign is taking it to another level at next month’s Super Bowl.

The Bloomberg campaign will have a 60-second spot in the Super Bowl, Michael Frazier, a spokesman for the Bloomberg campaign, told Adweek today.

Details of exactly what that ad will look like, including whether it will be a biographical look at Bloomberg as a candidate or how his politics compare to the Trump administration, are still being worked out, Frazier said.

President Trump has also been rumored to be participating in the Super Bowl since November. However, the Trump campaign has not confirmed whether it will have an ad in the game. The Bloomberg campaign began talks to place a Super Bowl spot after rumblings that Trump would have a 30-second spot in the game.

The campaign did not divulge which agency it would work with to produce the ad, though a digital agency that Bloomberg created called Hawkfish has staffed up in light of Bloomberg’s candidacy.

The price of the ad itself stands to be astronomical. Fox Sports claimed in November that it had sold out all of its 77 units in the game for as much as $5.6 million per 30-second spot.

“The campaign opted to secure a Super Bowl ad as well, but we went with 60 seconds for more impact,” Frazier said.

An unprecedented amount of money is expected to be spent in the 2020 presidential election, with some forecasts predicting up to $20 billion and as digital ad spending grows substantially.

Bloomberg, running on a slogan of “Fighting for our future,” joined the presidential race in November. Within about a month’s time, he had already spent $100 million on advertising. With those dollars, Bloomberg used his ads to show more about his political work and priorities but also put a critical lens on the Trump administration, including on Trump’s policy toward gun control.

@SaraJerde Sara Jerde is publishing editor at Adweek, where she covers traditional and digital publishers’ business models. She also oversees political coverage ahead of the 2020 election.