Bloomberg drops $10M Super Bowl ad centered on gun control

Democratic presidential candidate Michael Bloomberg unveiled one of his single biggest ad purchases to date that will air in media markets across the country on Super Bowl Sunday.

The 60-second ad, which cost an estimated $10 million, focuses on gun control, a centerpiece of Bloomberg's campaign. Titled "George," the ad features Calandrian Simpson Kemp, a Texan woman whose 20-year-old son, George Kemp Jr., was killed in 2013 when he was shot.

"I heard Mike Bloomberg speak. He’s been in this fight for so long. He heard mothers crying. When I heard Mike was stepping into the ring I thought, 'Now we have a dog in the fight,'" Kemp said in the ad. "I know Mike isn't scared of the gun lobby. They're scared of him. And they should be. Mike's fighting for every child because you have a right to live. No one has a right to take your hopes and dreams."

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The ad is part of Bloomberg's massive advertising blitz; during a recent interview with The New York Times, the billionaire did not rule out spending up to $1 billion during the campaign cycle.

"I chose to devote the entire sixty-second ad to gun safety because it matters to communities across the country and it will be a top priority for me as president," Bloomberg said in a statement provided by his campaign.

Bloomberg, who's using his vast $60 billion fortune to power his nascent campaign, co-founded the gun-control advocacy group Everytown for Gun Safety in 2013. The political arm of the group intends to spend $60 million this year to defeat President Trump and other politicians who oppose new gun regulations, the organization announced earlier this week. It's unclear what portion of that money will come directly from Bloomberg.

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In December, Bloomberg proposed a slew of ambitious federal gun control measures, calling for a national gun licensing system, stricter background checks, new enforcement spending and the passage of red-flag laws.

Campaign officials for the former New York City mayor did not specify the exact cost of the ad but said they would be paying "market rate." Executives at Fox, which is broadcasting the game on Sunday, just a few weeks before Super Tuesday, previously said they have been seeking "north of $5 million" per 30-second ad -- meaning Bloomberg's ad likely cost around $10 million.

President Trump also purchased a 60-second, $10 million ad that will air during the Super Bowl.

An estimated 111 million Americans tuned in for the game in 2018, making it one of the most-watched sporting events of the year. And according to Nielsen, an astonishing 70 percent of American homes with televisions watched the game in 2017.

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