A dark money group opposing Gov. J.B. Pritzker’s “fair tax” plans to launch a lengthy TV ad attack Monday that calls the tax shift “unfair” and dubs the billionaire governor untrustworthy in light of a reported federal investigation into his own property tax savings.
With just three weeks to go before the Illinois General Assembly adjourns, Ideas Illinois fired off a six-figure media blitz — with a TV ad to run in Springfield on broadcast and cable TV until the end of the legislative session — to try to thwart the Illinois House from passing Pritzker’s preferred graduated income tax plan. The buy also includes digital ads in Chicago, and more mailers and digital ads in six targeted districts.
Our analysis has found that nearly $4 million has been spent since March 18 on commercials in five media markets throughout the state - Champaign, Chicago, Rockford, Peoria and St. Louis. […]
The Chicago media market - the state’s largest media market where about two-thirds of the state’s voters live, goes up to the Wisconsin border, as far west as Dekalb and LaSalle counties and as far south as Kankakee County. There, a track of spending from broadcast and cable stations within the market shows Think Big has spent $2.8 million on broadcast and cable advertising over the last several weeks on three commercials - all 15 second spots. Illinois Policy Action has spent $43,236 on anti-tax ads, while the Coalition [Ideas Illinois] has spent $292,976 on anti-tax ads. […]
The next biggest market, Champaign/Springfield/Decatur, covers 8 percent of the state’s population and includes Springfield, where lawmakers may be watching television before, after (or even during) session. Here, Think Big has spent $177,009 on broadcast and cable ads. Illinois Policy Action has spent $23,840 on broadcast and cable ads opposing the tax. […]
In Rockford, Thing Big has spent $66,111 on ads. The anti-tax groups haven’t spent any money in the market at all.
In the Peoria-Bloomington media market, Think Big has spent a total of $110,187 on cable and broadcast ads, while neither anti-tax group has spent money in that market.
In St. Louis, Think Big has spent $139,126, while the Coalition has spent $80,664 - an indication that this is a market where they think they can make a dent by spending a bit more.
Not sure why an opponent would allow the governor to give his own message for the first third of the ad, but as a supporter, it works for me. And the end makes it sound like “the wealthy aren’t paying their fair share, but now they will”.
Not as bad as the laughable convertible ad, but still not very effective for opponents IMO. Grade D+
This is just intuitive, but this tactic and messaging doesn’t seem to be working or changing the debate. They need to update their playbook. But either way, voters are ready for this. Time to pick another fight.
As long as Illinois voters are comfortable that the politicos in Springfield will spend this new-gotten booty in the same responsible manner that they have in the past, the amendment will pass overwhelmingly.