Trump Vs. Harris Takes a Backseat as Cannabis Legalization Dominates Florida’s 2024 Election Ads

In a surprising twist, Florida—a state once known for its crucial role in presidential elections—is seeing a steep decline in ad spending for the 2024 Trump vs. Harris showdown. Instead of pouring millions into presidential campaign ads, as in past elections, candidates are reallocating their budgets, leaving the race for cannabis legalization to dominate the airwaves.

TV ad spending for the Trump-Harris race in Florida stands at a mere $1.4 million. To put this into perspective, the 2016 election saw $55 million spent on TV ads, and in 2020, a staggering $177 million was used to sway voters. This sharp drop signals a major shift in how political dollars are being spent in the state.

The low ad budget from both candidates is particularly surprising given Florida’s traditional status as a must-win battleground state. Kamala Harris has spent only $539,000 in Florida, while Donald Trump’s campaign and national Republicans have barely touched the state, confident of winning its 30 electoral votes without much effort.

While presidential ads have been slashed, cannabis legalization is seeing a surge in attention. Amendment 3, which seeks to legalize cannabis in Florida, has attracted a whopping $68 million in ad spending, with Trulieve Cannabis Corp. pouring in $55 million to support the cause through its backing of the group Smart & Safe Florida.

Meanwhile, opponents of the amendment, including the Florida Republican Party and No on 3, have spent $11.7 million to fight cannabis legalization. The high level of spending highlights just how polarizing the issue has become, far eclipsing the presidential contest in terms of media presence and public debate.

So why has Florida’s once-critical role in presidential elections diminished? Simply put, Florida is no longer seen as a competitive battleground. With both parties reassured of the state's likely outcome, they’re choosing to invest their resources elsewhere, leaving Florida voters to focus on more local and social issues like cannabis legalization and abortion rights.

Amendment 4, which aims to protect abortion rights, has also garnered significant attention, with $32.8 million spent on ads promoting the initiative. Combined, the two amendments have soaked up over $100 million in ad spending—far surpassing the presidential race.

As the focus shifts away from the presidential race, Florida’s political landscape is evolving. Social issues like cannabis legalization and abortion rights are capturing the attention of voters and donors alike. With billions of dollars at stake in industries tied to cannabis, the outcome of Amendment 3 could significantly alter Florida’s economy and regulatory framework.

In the meantime, the presidential race seems to have taken a backseat in a state that was once considered a kingmaker. The sharp decline in presidential ad spending suggests that, for now, Florida’s political identity is undergoing a profound transformation.

Is Florida's political future more about cannabis than the presidency?