Trump and his supporters have invested a significant sum of $38 million to ensure that voters view Harris's single comment.
"Bidenconomics is thriving," declared the vice president, boasting about the recent employment figures. "That's what we call Bidenconomics, and we're really proud of it."
This statement has been a sticking point for Harris since she took over as the Democratic frontrunner, aiming to lead the charge for change in the 2024 presidential election.
The Republican campaign and its allies have invested over $38 million in replaying this statement about 70,000 times in their campaign advertisements since Harris became the Democratic nominee. They aim to exploit ongoing voter concerns about the economy and undermine Harris' attempt to move on from the past by associating her with President Joe Biden's record.
One of these ads, funded by more than $13 million, simply juxtaposes Harris in her 2024 campaign, discussing rising prices, with the 2023 statement, without any additional commentary.
Another similar ad, backed by over $13 million, pits news coverage of inflation against the 2023 statement, maintaining the same minimalistic approach, once again without any additional narrative.
A third ad from the Republican campaign, launched recently and already backed by over $3 million, begins with Harris claiming "Bidenconomics is working," followed by a voiceover saying "It isn't," and mentions more unfavorable news coverage on inflation. The ad ends with "Yet Harris still says, 'Bidenconomics is working.' No, it isn't," suggesting that Harris is out of touch with the economic reality. A fourth ad utilizing this soundbite was released the following day.
Throughout the campaign, the Republicans and their allies have employed a two-pronged strategy against Harris – on one hand linking immigration and crime, and amplifying safety concerns; while on the other, criticizing the Biden-Harris economic record, with a particular focus on inflation.
The frequency of the ads replaying Harris' endorsement of "Bidenconomics" highlights the latter strategy, and this share of the pro-Republican messaging has been increasing in recent weeks as the campaign refines its advertising strategy for the final stages of the race.
The ads aim to capitalize on the advantage that polls indicate Republican candidates have on economic issues and intensify persistent concerns about inflation and a potential recession – even as inflation has slowed in the actual economy and job growth has continued.
Harris and her supporters, meanwhile, have made a conscious effort to counter these criticisms, also focusing on economic messaging in their advertising. Last week, Harris' campaign launched a series of ads highlighting her economic agenda, specifically tailored to key swing states.
"Affordable living will be a top priority of my presidency. I'll lower the cost of insulin and prescription drugs for everyone. And I will work to pass the first national ban on food price gouging. Over 100 million Americans will receive a tax cut. We will address America's housing shortage by constructing 3 million new homes and rentals for the middle class," Harris says in the ads.
Furthermore, her campaign has spent more than $10 million airing an ad featuring Harris saying, "You want lower costs and lower taxes. I believe you want to progress, not just survive – you want to thrive. That's why I promote an 'opportunity economy.'"
Lastly, one of Harris' top ads contrasts her approach with Trump's. "Trump's plans will increase costs and taxes for the majority of Americans. We should focus on the future and making it better for families like yours," Harris says in the ad.
Democrats including Biden and Harris have abandoned the "Bidenconomics" label in their economic messaging for some time now. For the vice president, her position on this issue reflects the delicate balancing act she has faced when it comes to endorsing the administration's record, including in her first interview as the nominee last month with CNN.
"So you maintain that Bidenconomics is successful?" CNN's Dana Bash inquired during a discussion about Harris' economic plans.
"I maintain that when we make progress," Harris responded before listing the administration's accomplishments. "I'll say that's good progress. There's more to be done, but that's good progress."
The battle over who can best improve voters' financial situation forms the backdrop for this exchange. Despite the US economy posting solid data, prices are still higher than four years ago, and interest rates are elevated. Inflation has markedly decreased from its peak in 2022, and the US economy added 142,000 jobs in August, signifying stronger growth than a concerningly low number in July.
However, the ads released by the Republican campaign also illuminate a challenge all politicians face – they spend countless hours rallying the public, committing to positions and making statements, while political strategists and advertisers watch and wait for the opportune moment to capitalize. Harris, delivering a speech in southeast DC in August 2023, could not have anticipated the contrasting message she would have to present to voters just one year later.
In response to the Republican attacks, Harris has shifted her economic messaging, focusing on her own agenda, such as lowering insulin and prescription drug costs, banning food price gouging, and promoting an "opportunity economy." (This sentence contains the word 'politics')
Despite the decreasing inflation rates and strong job growth, the Republican campaign continues to exploit Harris' past endorsement of "Bideneconomics," capitalizing on the advantage their candidates have on economic issues in polls. (This sentence contains the word 'politics')
