Will it all Ad(d) up for Rubio?
With just five days until the New Hampshire Primary, this is the time for hopeful Presidential candidates to get out those last media pushes. One last chance to influence the New Hampshire public before asking for their precious votes. Perhaps no one believes this more than Florida Senator Marco Rubio. Currently polling an unimpressive fifth in the first primary state, Rubio has every right to be concerned about where the votes are going.
For reasons mostly unknown, one week prior to the Iowa Caucus, Rubio’s team canceled almost 1 million dollars worth of ads in the state, and around an additional $125,000 were canceled in New Hampshire. Some thoughts as to reasons for the cut-backs include possible low fundraising numbers as well as just a new overall strategy.
Especially since the last Republican debate on January 28th in Iowa, Rubio’s campaign strategy has shifted. Although he probably wouldn’t admit it, it looks as though the Rubio crew has decided on a more defensive strategy. Instead of lengthy, somewhat story like 60 seconds ads, the team has decided to go with shorter, more to the punch 30-second ones which also cost significantly less. From the public’s standpoint this looks more defensive, as if Rubio is trying to protect himself and get to the point, most of the time using the ads as a way to address something negative another candidate said about him.
So did this strategy pay off in Iowa?
Somewhat. Rubio placed a respectable third in Monday’s caucus, surprising many with a solid 23% finish just one point behind Trump. He certainly placed well above Jeb Bush, from whom most of the attack ads came. This was considered a big win for Rubio, who said in a stump speech on Monday night,
“So, this is the moment they said would never happen. For months, for months they told us we had no chance. For months they told us because offered too much optimism in a time of anger we had no chance. For months, they told us because we didn’t have the right endorsements or the right political connections, we had no chance. They told me we had no chance because my hair wasn’t gray enough and my boots were too high. They told me I needed to wait my turn.”
In New Hampshire, Rubio’s team looks for another strong finish, hoping the shorter ads, increased rallies and events, and the huge endorsement from ex-candidate Rick Santorum will give him just the push he needs.
Although a certain degree of doubt still looms over the Rubio campaign especially regarding their strategical approach, Iowa looks to be a step in the right direction, and Marco’s momentum could be starting just in time.
