Michael Bloomberg might just get your attention on Super Bowl Sunday—if, that is, you like watching the ads. The Democratic presidential hopeful has dished out big bucks for a 60-second commercial his campaign says will focus on criticizing President Trump, the New York Times reports. "The biggest point is getting under Trump's skin," says Michael Frazier, says a rep for Bloomberg's campaign. "We have the means to raise a national campaign unlike any other candidate." That's because Bloomberg, a billionaire, could afford what is likely a $10 million spot. He has already spent over $147 million on TV commercials and $20 million or more on digital ads, per CNBC.
Other campaigns have bought local Super Bowl spots that target specific states, but Bloomberg—who's currently running fourth among Democrats behind Joe Biden, Sen. Bernie Sanders, Sen. Elizabeth Warren, and Pete Buttigieg—clearly has his own strategy. He's even ducking the first four primary states in favor of the 14 states that vote March 3, or Super Tuesday. "Its actually smart for Bloomberg," a politics professor says of the Super Bowl buy. "Bloomberg is running a national campaign, and the most efficient way to reach a lot of people in a national campaign is buying an ad in a top-rated show." An estimated 100 million people will watch the Super Bowl on Feb. 2, per NBC News. (Bloomberg accidentally used prisoners for campaign calls.)