As Florida inches closer to the state primary election, local candidates are ramping up campaign funds on advertising to their voter base. Running a political campaign is a strategic undertaking that requires a big budget. Simply put, the more funds a candidate raises, the higher their chances of winning their race.
According to Open Secrets, the 2020 election cycle was the most expensive ever, totaling a record-breaking $14.4 billion in political spending. Last month, Vice President Kamala Harris raised $81 million for her presidential campaign just 24 hours after President Joe Biden announced his withdrawal from the race and endorsed the former California senator for the position. Former President Donald Trump’s presidential campaign donations reached $137 million in July right after an assassination attempt catapulted him into national spotlight.
Although eMarketer reports political advertising spent in media is expected to rise about 30% in comparison to the 2020 U.S. presidential cycle, Black-owned media and advertising agencies are still lagging in their share of ad dollars. A 2022 Standard Media Index (SMI) report revealed ad “spending on Black-owned media compromised only 1.16 percent” of total spent. Black-owned newspapers, radio stations, and TV networks have even reported feeling underutilized during historic campaign cycles, such as Former President Barack Obama’s 2008 and 2012 presidential campaigns. And in 2020, the Black Owned Media Alliance’s “Your Audiences, Your Market” initiative held Miami-Dade County officials accountable for the lack of spending with black-owned small businesses.
Advertising in Black-led media outlets allows candidates to politically engage black constituents who may not come across their advertising and who are often disenfranchised during election cycles. Black media plays a critical role as the liaison between candidates and the community. Yet, local and national candidates continue to neglect black media as a viable campaign tool.
Hy-Lo News put together a comprehensive list reporting how much Broward County candidates spent on local black-owned media and advertising agencies. Read what Miami-Dade County candidates spent with Black-owned media and ad agencies here.
Please note, some candidates are marked as “agency or media outlet were not able to be identified as Black-owned” because there was not enough information available on the company they advertised with. Also, campaign funds reported are directly from the candidates’ campaign funding reports and does not include third-party contracts or funding from political PACs.
Office: Sheriff Candidates
Steven Andrew Geller (DEM) – Agency or media outlet were not able to be identified as Black-owned.
- Total Raised: $62,975
David Howard (DEM) – No advertising spend reported with Black-owned media and/or marketing agencies.
- Total Raised: $83,427.86
Alvin Pollock (DEM) – Yes, advertising spend with Black-owned media and/or marketing agencies were reported.
- Total Raised: $55,640
- Bevan ‘Duke of Earle’ Earle of WAVS Radio 1170: $4,520
Gregory Tony (DEM) – No advertising spend reported with Black-owned media and/or marketing agencies.
- Total Raised: $136,028
Charles Edward Whatley (IND) – No advertising spend reported with Black-owned media and/or marketing agencies.
Total Raised: $11,803
Supervisor of Elections Candidates
Russell Bathulia (DEM) – No advertising spend reported with Black-owned media and/or marketing agencies.
- Total Raised: $19,583.67
Joe Scott (DEM) – No advertising spend reported with Black-owned media and/or marketing agencies.
- Total Raised: $30,000
Office: County Commission District 1 Candidates
Nan. H Rich (DEM) – No advertising spend reported with Black-owned media and/or marketing agencies.
Total Raised: $128,650
Herbert E. Vargas (REP) – No advertising spend reported with Black-owned media and/or marketing agencies.
Total Raised: $9,033
Office: School Board District 1 Candidates
Maura McCarthy Bulman – No advertising spend reported with Black-owned media and/or marketing agencies.
- Total Raised: $63,068.70
John Christopher Canter – No advertising spend reported with Black-owned media and/or marketing agencies.
- Total Raised: $3,282.40
Daniel Penha Foganholi Sr. – No advertising spend reported with Black-owned media and/or marketing agencies.
- Total Raised: $9,109.23
Office: School Board District 2 Candidates
Torey Alston – No advertising spend reported with Black-owned media and/or marketing agencies.
- Total Raised: $34,594
Rebecca Lynne Larew Thompson – No advertising spend reported with Black-owned media and/or marketing agencies.
- Total Raised: $40,238
Office: School Board District 3 Candidates
Sarah Margaret Kreuz Leonardi – No advertising spend reported with Black-owned media and/or marketing agencies.
- Total Raised: $66,979.23
Jason Lee Loring – No advertising spend reported with Black-owned media and/or marketing agencies.
- Total Raised: $13,573.45
Office: School Board District 5 Candidates
Windsor Delano Ferguson Jr. – No advertising spend reported with Black-owned media and/or marketing agencies.
- Total Raised: $11,550
Jeff Holness – Yes, advertising spend with Black-owned media and/or marketing agencies were reported.
- Total Raised: $39,625
- Voice of the Caribbean: $1,000 donation
Office: School Board, At Large, Seat 9 Candidates
Debra Ann Hixon – No advertising spend reported with Black-owned media and/or marketing agencies.
Total Raised: $71,429.50
Thomas Alberto Vasquez – No advertising spend reported with Black-owned media and/or marketing agencies.
- Total Raised: $56,619.24
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