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INTERACTIVE: Candidates and groups drop over $12 million on Facebook ad spending

In an election forecasted to have record voter turnout, political campaigns have deployed a multiplatform media blitz. Facebook is for more than likes these days, with the platform getting its share of Virginia political and issue spending to the tune of over $12.7 million in a recent three-month period, according to the social media platform. 

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By Noah Fleischman

In an election forecasted to have record voter turnout, political campaigns have deployed a multiplatform media blitz.

Facebook is for more than likes these days, with the platform getting its share of Virginia political and issue spending to the tune of over $12.7 million in a recent three-month period, according to the social media platform.

Tobe Berkovitz, an advertising professor at Boston University who has worked as a political media consultant on election campaigns, said campaigns advertise on social media for the same reasons that consumer advertising is used.

“It’s where a lot of either voters or consumers are getting their information,” Berkovitz said. “You can specifically develop messages for individuals and smaller groups and you can very tightly target who it is that you want to reach.”

Democratic groups or candidates dominated the top 10 when ranking the largest political Facebook ad spending in Virginia. Those organizations spent a combined amount over $2.4 million. That’s excluding the money Facebook and Instagram have put into political advertising.

Facebook tracks advertising spending on issues, elections and politics in its Ad Library. The data show that over a recent 90-day period, about 2,700 groups or candidates, including Facebook and Instagram, spent over $12.7 million on Facebook ads in Virginia. During a comparable period before the election last year, Facebook ad spending totaled $5.5 million, according to a previous Capital News Service report.

The most spending from Aug. 2 to Oct. 30 went toward candidates at the top of the ballot. Over $2.2 million was spent by the two fundraising committees associated with President Donald Trump and Democratic candidate and former Vice President Joe Biden.

Biden’s campaign fundraising arm The Biden Victory Fund invested more than Trump’s fundraising committee. The Biden Victory Fund spent more than $1.1 million between the pages of Biden, Kamala Harris and the Democratic Party. Over $1 million was spent on candidate Biden.

Trump’s fundraising committee The Trump Make America Great Again Committee closely trailed the Biden camp. Trump’s campaign spent just shy of $1.1 million over eight Facebook pages, including the pages of Black Voices for Trump, Mike Pence and Women for Trump. Over $750,000 of that total went to Trump’s re-election campaign.

Berkovitz said social media advertising is becoming more popular because of the analytics that are available to the campaigns.

“It provides a lot of information about the people you’re trying to reach, the people you do reach, how your message is working, what types of messages do work for them and you just have a lot more data to go on,” Berkovitz said. “We’re in a world where everything is data driven now.”

Over $1.2 million was spent on contested Virginia Congressional races and a South Carolina Senate race. Democratic incumbent in the 2nd District U.S. House race, Elaine Luria’s campaign spent more than $207,000. That lands her in the No. 4 spot. Her opponent Scott Taylor’s fundraising committee spent just shy of $62,000. Taylor previously held the seat and the election is a rematch between the two candidates.

The 7th District U.S. House race accounts for more than $15.5 million spent on all media advertising during the election season, according to the Virginia Public Access Project. Rep. Abigail Spanberger, the Democratic incumbent, spent almost $193,000 on Facebook advertising in the last 90 days. Nick Freitas, Spanberger’s Republican opponent, spent just shy of $24,000 in the same time span. Most of the money for this closely watched race has been spent on broadcast and cable TV advertising.

Democratic Sen. Mark Warner’s fundraising committee spent over $186,000 in the effort to keep his 1st District U.S. Senate seat. Daniel Gade, his Republican challenger, spent significantly less through his campaign arm, investing just under $42,000.

A South Carolina Senate race between Republican Sen. Lindsey Graham and his Democratic challenger Jaime Harrison landed in the No. 8 and No. 9 slots, spending a combined amount of over $310,000. Jaime Harrison for U.S. Senate spent over $156,000. Team Graham Inc. spent just shy of $154,000.

Advocacy groups turn to the platform for the same reason as politicians. Stop Republicans, a self-described accountability campaign of the Progressive Turnout Project, made the No. 3 spot with just under $230,000 spent targeting Virginians through Facebook. The Progressive Turnout Project ranks No. 7 with $164,000 spent during the last 90 days.

The Service Employees International Union Committee on Political Education rounded out the top 10, spending just over $151,000. SEIU is a labor union representing workers in the healthcare industry, public sector and property services. The organization spent millions nationwide this election cycle to get out the vote, target infrequent voters and promote progressive candidates.

The political advertising total in Virginia is lower compared to Florida, where almost $85 million was spent in the same 90-day period. In swing state Pennsylvania just over $57 million was spent. Over $45.2 million was spent in targeted Facebook advertising in neighboring North Carolina.

Facebook isn’t oblivious to the influence its platform has. The company recently imposed a ban on new political ads from being placed leading up to Election Day.

Judi Crenshaw, who teaches public relations at Virginia Commonwealth University, said Facebook’s ban was “an effort to put the brakes on this influence and this disinformation leading up to the election.”

“I don’t know what else to call it except for an attempt,” Crenshaw said. “It’s a last minute attempt and it certainly is a very limited attempt when ads that were placed before this period of time are still allowed to run.”

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The Capital News Service is a flagship program of VCU’s Richard T. Robertson School of Media and Culture. In the program, journalism students cover news in Richmond and across Virginia and distribute their stories, photos, and other content to more than 100 newspapers, television and radio stations, and news websites.

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CDC says the vaccinated should wear masks indoors in areas with high infection rates

Federal health officials on Tuesday urged Americans in areas of the country with the highest surges in COVID-19 infections to once again wear masks when they are in public, indoor settings — even if they are fully vaccinated against COVID-19.

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By Laura Olson

The updated recommendations marked a sharp shift from the agency’s guidance in May that Americans fully vaccinated against COVID-19 do not need to wear a mask in most situations, indoors and outdoors.

The updates also included changes for schools, with federal health officials now urging everyone in K-12 schools to wear a mask indoors. That includes teachers, staff, students and visitors, regardless of vaccination status and the level of community transmission.

The update in CDC guidance was prompted by new data indicating that although breakthrough infections among the vaccinated are rare, those individuals still may be contagious and able to spread the disease to others, said Dr. Rochelle Walensky, director of the Centers for Disease Control and Prevention.

Wearing a mask indoors in areas with “substantial” or “high” transmission of the virus could help to reduce further outbreaks of the highly contagious delta variant, she said.

Some 39 states have infection rates that have reached “substantial” or “high” levels of transmission, according to a data tracker on the CDC website. The CDC rates Virginia, with 56.4 cases per 100,000 people over the past seven days and a 5 to 8 percent positivity rate, as having a “substantial” level of community transmission. However, that varies widely by locality.

“As always, we will thoroughly review these recommendations,” said Alena Yarmosky, a spokeswoman for Gov. Ralph Northam.  “The governor has taken a nuanced and data-driven approach throughout this pandemic—which is why Virginia has among the nation’s lowest total COVID-19 cases and death rates.

“As he has said repeatedly, the only way to end this pandemic is for everyone to get vaccinated. The facts show vaccines are highly effective at protecting Virginians from this serious virus — over 98 percent of hospitalizations and over 99 percent of deaths have been among unvaccinated Virginians.”

The agency also tracks infection rates on the county level, and 63 percent of U.S. counties are in those two categories of concern.

“This was not a decision that was taken lightly,” Walensky said. She added that other public health and medical experts agreed with the CDC that the new information on the potential for vaccinated people to have contagious infections required the agency to take action.

President Joe Biden described the agency’s revision on recommended mask use as “another step on our journey to defeating this virus.”

“I hope all Americans who live in the areas covered by the CDC guidance will follow it,” Biden said. “I certainly will when I travel to these areas.”

The mask-use changes may not be the only changes coming as the White House attempts to respond to the spiking infections. Biden also said Tuesday that a vaccination requirement for all federal employees is under consideration.

The U.S. Department of Veterans Affairs already has required its frontline health care workers to be vaccinated against COVID-19.

But the new recommendations on masks are expected to be met with resistance.

Areas of the country with the highest spikes in COVID-19 infections tend to be those with the lowest vaccination rates and places that were the fastest to end mask mandates for public settings.

Some have taken legal steps to prevent future mask mandates. At least nine states — Arkansas, Arizona, Georgia, Iowa, Oklahoma, South Carolina, Texas, Utah and Vermont — have enacted legislation that prohibits districts from requiring masks in schools, according to a CNN analysis.

Iowa Gov. Kim Reynolds, a Republican, blasted the updated guidance in a statement Tuesday, describing it as “not grounded in reality or common sense.” Iowa’s level of community transmission is rated as “substantial” in the latest CDC map. 

“I’m concerned that this guidance will be used as a vehicle to mandate masks in states and schools across the country, something I do not support,” Reynolds said, adding that the vaccine “remains our strongest tool to combat COVID-19” and that she will continue to urge vaccinations.

Walensky sidestepped a question during Tuesday’s news briefing about the level of compliance that the CDC expects with the new recommendations, saying only that the way to drive down rising community transmission rates is to wear masks and to increase vaccination rates.

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Government

Henrico County asking for public input on proposed safety improvements on Horsepen Road, Glenside Drive

Bike lanes, crosswalks, and turn lanes are among the suggestions for the area between Forest Avenue and Patterson.

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The Henrico County Department of Public Works is looking at ways to improve safety on Horsepen Road and Glenside Drive. Bike lanes, crosswalks, and turn lanes are among the suggestions for the area between Forest Avenue and Patterson.

A description of the project can be found in the below video.

The county is asking residents to submit comments on the proposed changes by August 6th at the following link:    https://forms.gle/JnmEPjKKxPzmRE2Y7

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Business

Unemployment benefits aren’t the only thing keeping workers at home

Business owners, chambers of commerce types and some local officials around Virginia swore that ending enhanced unemployment benefits – of $300 a week from the federal government – would propel folks back into the workforce who’d been home during the pandemic. That may not be the case.

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Business owners, chambers of commerce types and some local officials around Virginia swore that ending enhanced unemployment benefits – of $300 a week from the federal government – would propel folks back into the workforce who’d been home during the pandemic. 

The commonwealth should play a figurative Scrooge, these folks said, because places including restaurants, hotels and small businesses needed these employees. “Turbocharge the cash registers!” they cried.

This line of thinking was a gross oversimplification of the (so-called) post-pandemic economy. Nor do I think it was by accident. Demonizing low-wage workers has been a sport in this country for ages.

Several factors have kept people on the sidelines, not just the government largesse. The recent uptick in COVID-19 infections and persistent vaccine resistance, for example, would make anybody leery of working outside the home.

Democratic Gov. Ralph Northam has repeatedly said the commonwealth will keep doling out the checks until the Sept. 6 deadline, and a spokeswoman confirmed that to me again on Monday. It’s a wise, compassionate decision. 

About half of the states, mostly led by Republican governors, ended their programs early, however. 

Now a study by a university professor of the early impacts of canceling the benefits suggests there’s been no rush to return to the workforce – even after states declined the money. 

“This doesn’t seem to have translated into most of these individuals having jobs in the first 2-3 weeks following expiration,” said Arindrajit Dube, economics professor at the University of Massachusetts Amherst. “However, there is evidence that the reduced (unemployment insurance) benefits increased self-reported hardship in paying for regular expenses.”  

Those checks have been deemed wasteful recently by critics, but several factors are keeping people at home. Shame on those who said otherwise – and depicted many Americans as freeloaders for not waiting on tables, changing sheets, or ringing up customers.

Caveats abound to Dube’s study, as CNBC reported. Some states hadn’t reverted to a lack of federal benefits very long. Dube noted more time and information are needed.

Virginia Beach Mayor Bobby Dyer was among those who urged Northam to cut off benefits sooner. His tourist-heavy locality can use workers, especially during the summer. Many of those jobs, though, didn’t pay well and can be physically demanding. Many employers are now dangling fatter paychecks, but finding workers is still a hurdle.

Dyer told me Monday the issue is moot now, since September is around the corner and with it, the end of the peak tourist season. He’d talked to many business owners who were desperate for workers, and Dyer was voicing their concerns to the guv, he told me. 

Dyer also said employers at places like Stihl Inc., which have higher-paying and higher-skilled jobs, have told him they can’t fill vacancies. “Workforce is the biggest challenge we’ve got,” Dyer said. “If we’re going to have businesses, we have to supply the bodies.” 

That’s true. 

Since the pandemic, however, many adults and families are reassessing the necessity of working outside the home. They value spending more time with their children, while giving up lengthy commutes. 

And given our notorious reputation for being overworked compared to the rest of developed nations, many Americans wonder if our former job habits still make sense. Everyone is re-evaluating the trade-offs. 

Vinod Agarwal is an economics professor at Old Dominion University and deputy director of its Dragas Center for Economic Analysis and Policy. I knew he’d give me a balanced assessment of the unemployment insurance controversy.

Business owners who say the enhanced benefits are the sole cause of the labor shortage are just wrong, he said. Since the pandemic started, some workers left the labor force entirely. Many women, Agarwal noted, made less than their male partners, and they often assumed the primary task of helping children who could not go to in-person school. 

Minority women often had the task of taking care of elderly relatives, too. A Trump administration crackdown on J-1 visas for overseas workers also played a role, Agarwal noted, particularly in tourist-heavy areas like Virginia Beach and the Outer Banks of North Carolina. 

Among formerly low-income workers, some now have greater flexibility and choices. “Unless the wages go up, a lot of these workers won’t return to the marketplace,” the professor said.

From daycare concerns and costs, to the aggravation of low-paying jobs, many families – especially those with two adults – are reassessing what’s important. Should they return to the market, when employers aren’t meeting their goals and conditions are less than desirable?

Enhanced unemployment benefits are going to end. Our place in the revamped economy is just beginning.

Virginia Mercury is part of States Newsroom, a network of news bureaus supported by grants and a coalition of donors as a 501c(3) public charity. Virginia Mercury maintains editorial independence. Contact Editor Robert Zullo for questions: [email protected] Follow Virginia Mercury on Facebook and Twitter.

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