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Ad spend skyrockets in Georgia in races with stakes far beyond Georgia

Both Mr Warnock and Mr Ossoff ran advertisements highlighting the stock sales and business transactions carried out by Ms Loeffler and Mr Perdue after receiving information about the coronavirus earlier this year, but before it does not spread throughout the country.

“Kelly is for Kelly,” said a recent campaign announcement for Mr. Warnock, after calling Ms. Loeffler the richest member of the Senate. “Warnock is for us.”

Even some of the ads intended to lessen the polarization of the race slip into some attacks. In a new announcement from Mr Perdue, seven women are gathered beside a fire pit, chairs in a circle, exchanging compliments about the first-term senator. But at the end, a woman adds, “I know David is not going to dismantle our police, and he is not going to empty the army.”

Amid all the negative commercials, viewers in Georgia may or may not notice the increasingly national message. Indeed, the airwaves become so saturated that political commercials often follow one another, sometimes occupying entire commercial blocks for a complete television show. In the past seven days, campaigns and outside groups have spent over $ 50 million on television, showing 88 unique political ads across Georgia.

On some days in December, more than a third of all advertising in Georgia was political. From 5 p.m. to 6 p.m., a place where local news is broadcast and a common target for political campaigns, more than 60% of all advertising was political. Both figures exceeded ad saturation in the general election, as many races competed for air time.

With so many ads covering the airwaves, political strategists and advertising experts both admit that the returns can be diminishing.

“It’s like World War I, when they would sit there in the trenches and bomb each other for weeks, but then nothing would happen because everyone was in the trenches and bunkers,” said Ken Goldstein, professor of politics in San Francisco. He said it was like “bombing impenetrable bases”.

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