The Surge of Political Ads: Understanding the New Norm in Virginia’s Election Cycle

Political Ad Blitz Hits Roanoke: Candidates Spend Big to Capture Voter Attention

ROANOKE, VA – As the political landscape heats up ahead of the upcoming gubernatorial elections, residents of Roanoke are feeling the impact of an unprecedented wave of campaign advertisements. If it seems like the political ad barrage has started earlier and is more intense than in previous years, you’re not alone.

Dr. Cayce Myers, a Professor and Director of Graduate Studies at Virginia Tech’s School of Communication, explains that this trend is becoming the new norm. “Races are becoming more competitive, and during non-presidential election years, one of the major focuses is on voter turnout,” he said.

So far in this election cycle, candidates have collectively spent nearly $16.5 million on advertising for the governor’s race alone. “The election expense has soared,” Myers noted, emphasizing the financial stakes involved.

Once candidates launch their ads, they face pressure to maintain momentum. “If they run out of money, it raises questions about their campaign’s viability. Without advertising momentum, candidates risk lower voter awareness and turnout, which can signal a lack of support from donors,” he explained.

But what messages are these ads conveying, and how are they crafted to resonate with voters?

Many ads aim to build a candidate’s image, highlighting their values, vision, and leadership qualities. For instance, one ad from Democratic gubernatorial candidate Abigail Spanberger states, “I worked to bridge divides, stood up to both parties, and was named the most bipartisan member of Congress from Virginia.” Myers notes that this approach targets moderate voters, including those who may have supported Republican Glenn Youngkin in the past.

Endorsements also play a crucial role in shaping candidate narratives. In one of Winsome Earle-Sears’ ads, Governor Youngkin urges voters, “Don’t fall for empty Washington rhetoric. Vote Winsome Earle Sears and keep Virginia moving in the right direction.” Myers points out that this strategy aims to leverage Youngkin’s popularity to attract moderate voters, mirroring the successful tactics used in his own campaign.

Then there are the infamous attack ads, which remain a staple in political advertising. “Attack ads are effective because they force opponents to respond to negative framing instead of focusing on their own agenda,” Myers explained. This tactic can shift the narrative and keep opponents on the defensive.

As the election approaches, Roanoke residents can expect to see even more ads flooding their screens, each vying for attention in a crowded field. With millions at stake and the future of Virginia’s leadership on the line, the battle for voter hearts and minds is just beginning.