In almost every other election, it would be unimaginable for a candidate to consider buying a commercial during the Super Bowl, television’s most coveted advertising space. For President Donald Trump and billionaire businessman Michael Bloomberg, it hardly made a dent in their massive campaign war chests, though it’s not clear what effect the ads will have on voters, if any.

According to AdAge, a 30-second spot in this year’s Super Bowl cost a whopping $5.6 million. Trump bought two 30-second ads and Bloomberg bought one 60-second spot.

Travis Ridout.

“I think Bloomberg may have bought a little bit more than Trump,” said Travis Nelson Ridout, co-director of the Wesleyan Media Project and professor of political science at Washington State University. “Trump isn’t on the ballot for another nine months and most of our research says the persuasive effects of ads aren’t going to last that long.”

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