Businessman Donald Trump was outspent in the ad wars by most of the other Republican presidential candidates.
WASHINGTON -- Businessman Donald Trump spent less on political ads than his final Republican presidential opponents, even as he emerged as the presumptive nominee.
Trump spent $18.8 million, according to an NBC News analysis using data from SMG Delta. The entire presidential field spent $490.5 million, including candidate committees and aligned super political action committees.
That was less than the $22.5 million spent by a team of anti-Trump super PACs seeking to block his rise. It was less than both Democratic candidates, former U.S. Secretary of State Hillary Clinton and Vermont Sen. Bernie Sanders; and less than the other Republicans who remained in the race after the New Hampshire primary.
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How could Trump be outspent and still win? He didn't need paid ads when he received so much free air time, said Julian Zelizer, a professor of history and public affairs at Princeton University.
"He has mastered the modern media and learned how to command attention and shape the media narrative without spending money on campaign spots," Zelizer said. "There are tons of free media to go around if a candidate knows how to attract the right attention and use all the other tools at his disposal."
Former Florida Gov. Jeb Bush and his aligned super PAC spent the most among the Republicans, $81.9 million; followed by Florida Sen. Marco Rubio, $67.3 million; Texas Sen. Ted Cruz, $36 million; and Ohio Gov. John Kasich, $19.9 million.
Sanders outspent Clinton on the airwaves, $58 million to $49.5 million.
Trump did outspend Gov. Chris Christie and his aligned super PAC. Christie left the race just after New Hampshire and spent $16.5 million.
"Trump has done many things wrong and many people don't like him, but one thing all can agree upon is that he has had a very good feel for the dynamics of modern journalism, for better or worse," Zelizer said. "Why pay for ads when you know how to get and stay on the air simply through your rhetoric?"
Jonathan D. Salant may be reached at jsalant@njadvancemedia.com. Follow him on Twitter @JDSalant. Find NJ.com Politics on Facebook.