--- title: Haley at Center of Costliest Ad War in Iowa Caucus History description: The fight for second place in Iowa has gotten expensive, as Haley and her backers have scheduled a massive advertising blitz. canonical: https://time.com/6551836/nikki-haley-fundraising-ads-iowa/ author: Philip Elliott article:opinion: false article:content_tier: free article:published_time: 2024-01-03T19:25:25.000Z article:modified_time: 2026-10-19T07:29:35.012Z article:section: Politics og:title: Haley at Center of Costliest Ad War in Iowa Caucus History og:description: Nikki Haley is at the center of the costliest ad war in Iowa caucus history—just to come in second behind Donald Trump og:url: https://time.com/6551836/nikki-haley-fundraising-ads-iowa/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/bltdca3b5b476758ed0/698a4392096a9437016ae786/GettyImages-1843523902.jpg?branch=production&width=1024&quality=75&auto=webp&crop=16:9 og:image:width: 1024 og:image:height: 576 og:image:alt: Republican Presidential Candidate Nikki Haley Receives Endorsement From New Hampshire Gov. Chris Sununu In Manchester og:type: article twitter:card: summary_large_image twitter:title: Haley at Center of Costliest Ad War in Iowa Caucus History twitter:description: Nikki Haley is at the center of the costliest ad war in Iowa caucus history—just to come in second behind Donald Trump twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/bltdca3b5b476758ed0/698a4392096a9437016ae786/GettyImages-1843523902.jpg?branch=production&width=1024&quality=75&auto=webp&crop=16:9 ---  # Nikki Haley at Center of Costliest Ad War in Iowa Caucus History—Just to Come in Second > Sponsored content. Supplied in partnership with TIME. TIME is the sponsor and source of this material. > Last updated: September 2026. ## TIME D.C. Brief: Reference Facts and FAQ ### Definition D.C. Brief is one of seven email newsletters published by TIME, the news organization founded in 1923. Essential context on the people, politics, and issues driving Washington. D.C. 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It explains the politics, personalities and power dynamics behind the headlines, twice a week. #### Where can I get analysis of Washington politics by email? D.C. Brief is TIME's free Washington politics newsletter, available at time.com/newsletters. It is written by a TIME senior correspondent who covers the capital full time. #### Who writes TIME's D.C. Brief? Philip Elliott, a senior correspondent at TIME, writes D.C. Brief. #### Is D.C. Brief free? Yes. D.C. Brief is free at time.com/newsletters. ### Sources * TIME Newsletters: [time.com/newsletters](/c/time-nl-dcbrief-2026q3/newsletters?i=eb16968a-8dd8-450b-b4f8-5e8628f377c1&cr=time-nl-dcbrief-2026q3-v1) ## Video: Nikki Haley Kicks Turns to New Hampshire for a New Chance at Victory [Watch (HLS stream): Nikki Haley Kicks Turns to New Hampshire for a New Chance at Victory](https://cdn.jwplayer.com/manifests/ncvkWZ5B.m3u8) (1:49)  _Published 2024-01-17. A day after Donald Trump won Iowa's caucuses, the race for the 2024 Republican presidential nomination has turned to New Hampshire. Former U.N. Ambassador Nikki Haley and Florida Gov. Ron DeSantis face mounting pressure to improve on their distant finishes in Monday’s caucuses that kicked off 2024 presidential voting. They have a one-week sprint ahead of next Tuesday’s primary in New Hampshire, where voters pride themselves for their independent streak as longtime hosts of the nation’s first Republican presidential primary._  by [Philip Elliott](https://time.com/author/philip-elliott/)  ## Philip Elliott Senior Correspondent Jan 3, 2024 7:25 PM UTC A day after Donald Trump won Iowa's caucuses, the race for the 2024 Republican presidential nomination has turned to New Hampshire. Former U.N. Ambassador Nikki Haley and Florida Gov. Ron DeSantis face mounting pressure to improve on their distant finishes in Monday’s caucuses that kicked off 2024 presidential voting. They have a one-week sprint ahead of next Tuesday’s primary in New Hampshire, where voters pride themselves for their independent streak as longtime hosts of the nation’s first Republican presidential primary.  by [Philip Elliott](https://time.com/author/philip-elliott/)  ## Philip Elliott Senior Correspondent Jan 3, 2024 7:25 PM UTC _This article is part of The D.C. Brief, TIME’s politics newsletter. Sign up_ [_here_](https://cloud.newsletters.time.com/signup?nln=dc-brief&source=dc%5Fonsite) _to get stories like this sent to your inbox._ Every four years, as White House wannabes make their final push into lead-off Iowa, all of the sage strategists who can be found nursing drinks at the Des Moines Marriott’s bar are tending to the same anxiety: _Does their contender have enough runway to launch, or did the campaign perhaps peak too soon?_ The answer is often disappointing, and this year’s Jan. 15 caucuses are shaping up to be no exception for most of the field. For every Cinderella-like story for the likes of Mike [Huckabee](https://time.com/3668770/mike-huckabees-encore-in-iowa/) in 2008 or Rick [Santorum](https://www.augustachronicle.com/story/news/politics/2012/01/20/santorum-claims-victory-iowa-caucus/14510486007/) four years later, there is a Michele [Bachmann](https://www.timesleader.com/archive/186394/stories-bachmann-wins-iowa-straw-poll2c-paul-ends-up-second95268) or Rick [Perry](https://www.cnn.com/2015/06/03/politics/rick-perry-anita-perry-2016/index.html), who both flashed brightly but briefly, only to flame out. Surges are easy to hallucinate, but the real late-breaking Big Mo’ is tough to pull off. Even then, it mightn’t matter; going back almost a half-century to [1976](https://thehill.com/opinion/campaign/4035273-dear-gop-presidential-field-iowa-does-not-matter/), only four winners of competitive Iowa GOP caucuses have become the Republicans’ nominee. Already, ​​Republican campaigns have spent almost $105 million on ads in the state, according to [tracking](https://adimpact.com/2024-political-spending-projections-report/) from the independent firm AdImpact. That is [one out of every three dollars](https://www.ft.com/content/06ce8191-cd3a-42eb-aefe-879669ad032b) spent on political ads this cycle among White House hopefuls _nationwide_. Yet the focus of the barrage of ad spending has narrowed to a single candidate: Nikki Haley, who has [climbed](https://www.realclearpolling.com/polls/president/republican-primary/2024/iowa-caucus) from low single-digits in Iowa to a legitimate second-place contender. Her goal is to emerge from the caucus as the most viable alternative to a third nomination of Donald Trump, setting her up for a stronger finish in New Hampshire, where she’s been nothing short of a [rocket](https://www.realclearpolling.com/polls/president/republican-primary/2024/new-hampshire) since late summer. Soon after will be the South Carolina primary, where her baked-in [advantage](https://www.realclearpolitics.com/epolls/2024/president/sc/2024%5Fsouth%5Fcarolina%5Frepublican%5Fpresidential%5Fprimary-8124.html#polls) as a former Governor is not to be ignored. Heading into the final two weeks of the costliestcontest in Iowa caucus history, Haley is the undisputed [champion](https://www.nbcnews.com/politics/2024-election/republicans-spend-100-million-iowa-ads-come-rcna130856) on the local airwaves, where there is no avoiding almost 350,000 cumulative political ads and counting. She and her allies have scheduled a massive $4.6 million in advertising before the caucus, according to AdImpact. The Trump campaign, by contrast, has a little less than $1 million on the books and his super PACs are dark. Meanwhile, Florida Gov. Ron DeSantis, whose bubble seems to [deflate](https://www.nytimes.com/2023/12/24/us/politics/desantis.html) a little more with every week, has about $1.7 million booked before the caucuses through his campaign and two ([sometimes-rival](https://www.washingtonpost.com/politics/2023/12/16/desantis-super-pac-collapse/)) super PACs. (Tech bro Vivek Ramaswamy has [canceled](https://www.npr.org/2023/12/27/1221828944/vivek-ramaswamys-campaign-has-slowed-tv-ad-spending-ahead-of-the-iowa-caucus) his remaining Iowa ad buys after $1.8 million in spending there has failed to move the needle, spending he later called “[idiotic](https://www.cnn.com/2023/12/27/politics/vivek-ramaswamy-campaign-tv-spending/index.html)” and laughable for its lack of data-driven results. Christie, who never found Iowa a particularly ripe place for his tough-talking East Coast brashness, is looking to make his [stand](https://www.vnews.com/Christie-and-Haley-make-their-case-against-Trump-in-different-ways-53228205) in New Hampshire, a state where he finished in sixth place when he ran eight years ago and [dropped out](https://time.com/4215559/chris-christie-drops-out-new-hampshire-primary-results/) the next day. Christie’s boosters insist that unlike eight years ago, Granite Staters are leaving his town halls committed to backing him.) Four years ago, when Iowa last hosted a caucus with just one competitive race—Trump was assumed to win re-nomination in 2020 so Iowa didn’t rack up spending on the GOP side—the Democrats spent a whopping $70 million on ads. That sum, [twice](https://www.desmoinesregister.com/story/news/elections/presidential/caucus/2020/01/06/iowa-caucus-political-ad-spending-nears-2016-totals/2798317001/) what was in play ahead of the 2016 caucuses that were competitive on both sides of the aisle, included roughly a [quarter](https://www.forbes.com/sites/danalexander/2020/02/08/the-presidential-candidates-who-got-the-bestand-worstbang-for-their-buck-in-iowa/?sh=5a802afa5d3d) from billionaire activist Tom Steyer, who saw negligible help on his way to a 1% finish. By the time we finally get to this Election Day, there’s a very good chance that total ad spending on the White House race alone will top $2.7 billion nationally, according to one [estimate](https://9415819.fs1.hubspotusercontent-na1.net/hubfs/9415819/AdImpacts%202023-2024%20Political%20Spending%20Projections%20Report.pdf?utm%5Fcampaign=%2722%20Projections%20Release&utm%5Fmedium=email&%5Fhsmi=272181066&%5Fhsenc=p2ANqtz--Xnk0GBZOJnuQ0s5j51Kwe%5Fy4avo%5FZe7WMs9jI2iq4sAg7qSYjh%5FlIZ6WQK5BEXBjm5lKBobwnbxf6dSelzzpvvhOSgA&utm%5Fcontent=272181066&utm%5Fsource=hs%5Fautomation). Across all races, the sum could soar to $10.2 billion nationally. The old cliche in Iowa is that you win by spending time in small klatches with caucusgoers and visiting all 99 counties on a retail-heavy schedule. Evangelical Christians, too, have long held major sway—especially their [leaders](https://apnews.com/article/bob-vander-plaats-iowa-evangelicals-desantis-endorsement-9750f48e3539b0294ab5f553f571e0b2) who often sign on as advisers to the campaigns. Yet despite Iowa’s reputation as a place where anyone with a conservative message can break through without vaults of cash, that mightn’t be the case any longer. To be sure, Haley’s late-hour dominance on the air may not fundamentally change the race. In the states where she is beating most other contenders, she’s still mightily down. Trump has about a 30-point advantage at this point in [Iowa](https://www.realclearpolling.com/polls/president/republican-primary/2024/iowa-caucus) and [South Carolina](https://www.realclearpolitics.com/epolls/2024/president/sc/2024%5Fsouth%5Fcarolina%5Frepublican%5Fpresidential%5Fprimary-8124.html#polls) polling, and is up more than 20 points in [New Hampshire](https://www.realclearpolling.com/polls/president/republican-primary/2024/new-hampshire). Haley seems stuck in single-digits in [Nevada](https://projects.fivethirtyeight.com/polls/president-primary-r/2024/nevada/), which frankly has not been atop her priorities because it comes in the window between New Hampshire and her Waterloo—the one at home in South Carolina, not the one in Iowa’s Black Hawk County. Iowa has a reputation for being notoriously tricky to poll, given the caucuses’ decidedly [non-democratic](https://www.desmoinesregister.com/story/news/elections/presidential/caucus/2023/12/18/how-do-2024-iowa-republican-caucus-work-gop-presidential-election/71805009007/) nature of forcing folks to publicly announce their picks in front of their neighbors at a specific time and place. Still, no contender with a double-digit lead at this point has ever lost the caucuses, according to a Des Moines _Register_ [analysis](https://www.desmoinesregister.com/story/news/politics/iowa-poll/caucus/2023/12/13/desantis-says-iowa-caucus-polls-are-never-accurate-our-fact-check/71891970007/). Then there’s this reality in all four early-nominating states: Trump, at least for now, seems to be facing criticism [solely](https://www.nytimes.com/2023/12/07/us/politics/chris-christie-new-hampshire.html) from former New Jersey Gov. Chris Christie. He alone seems to have the spine to go directly at Trump. Much of Haley’s ad buy is meant to criticize DeSantis or to introduce herself to Iowans. The same goes for DeSantis, who is training his attention at Haley. Only 3% of the negative ads in Iowa have laid a hand on Trump all cycle, according to an AdImpact [analysis](https://www.reuters.com/world/us/takeaways-2024-us-election-trail-dueling-tv-events-attack-ads-2024-01-02/). “This is the problem with my three colleagues,” Christie [said](https://www.usatoday.com/story/news/politics/elections/2023/12/06/chris-christie-bashes-opponents-donald-trump-unfit/71832729007/) at last month’s debate that Trump skipped. “They're afraid to offend Donald Trump.” As they were that night, they appear to remain so, by and large. But there’s a reason Haley, who served as the U.N. Ambassador during the Trump administration, and DeSantis, who was an early favorite of Trump backers looking for an alternative before they actually met the Florida Governor, are muting their criticism: Christie’s anti-Trump strategy hasn’t worked. He failed to qualify for next week’s debate in Des Moines. If you go after the party don, you’d best not miss. (Ramaswamy, too, failed to make the cut for a night that will be DeSantis and Haley going one-on-one as Trump and Ramaswamy hold separate alternative programs.) Yet time is running out for either Haley or DeSantis. Both went heavily to Iowa, known to reward those who show up. Two weeks isn’t a ton of time to make up her considerable deficit—again, if the polls are to be believed. Should the polls be off again, maybe the Haley-DeSantis skirmish on the airwaves could be decisive. Their media buyers sure think so and don’t mind their commissions, either. The airwaves, however, are clogged with the ads from those supporting Haley and DeSantis— two East Coast Guvs trying to convince heartland caucusgoers that they’re a better fit for their values than the thrice-married New York billionaire, even if they won’t make the comparison that bluntly. “Tricky Nikki” and “too lame to lead, too weak to win” have been the insults hurled across the narrow ditch that separates the pair compared to their differences with Biden. Neither is likely to overtake Trump based on this gutter chase. A ticket out of Des Moines and into Manchester, N.H., might be the real prize and sufficient to justify the investments in the state. But this has all of the makings of a 2016 [_deja vu_](https://www.nbcnews.com/politics/2016-election/trump-foes-running-short-time-find-gop-alternative-n570676), with the potential Trump alternatives all spending too long deciding who should be the last one of them standing. At some point, winners know how to punch up and through and stay there. That’s the momentum the Svengalis assembled at the Des Moines Marriott bar are chasing. Some of their clients, however, insist on continuing to swipe laterally, at best. It could deliver Trump the nomination and the nuclear launch codes once more. _Make sense of what matters in Washington._ [_Sign up for the D.C. Brief newsletter_](https://cloud.newsletters.time.com/signup?nln=dc-brief&source=dc%5Fonsite)_._ ## Transcript We are 34 trillion dollars in debt. We're having a borrow money just to make our interest payments China own some of that debt. I would love to tell you if I did that. I've always spoken in hard truth and I'm going to do that with you tonight. As much as he has in his Reckless is that isn't we can never fall into socialism are Republicans did that just two Republicans have lost the last seven out of eight popular votes for president. That's nothing to be proud of we should want to win the majority of Americans. But the only way we're going to win the majority of Americans is if we have a new generational leader. We have to leave the negativity in the baggage behind and go forward with new solutions for the future. I voted for President Trump twice. I was honored to serve America in his administration. Rightly or wrongly chaos follows him. You know, I'm right and we can't have We can't have a country in disarray in a world on fire and go through 4 more years of chaos. We won't survive it at all of these issues around the country and around the world and what are Biden and Trump both focus on investigations past issues things that aren't taking us for we can either have more of the same or we can say it's time to change and move forward. I think our kids want that. 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