Republicans have tried to find a new boogeyman this year as they rail against Democratic socialism and the “radical” left: Zohran Mamdani. Alexandria Ocasio-Cortez. Bernie Sanders.
Still more mentioned than all of them, at least in campaign ads: former President Joe Biden.
A POLITICO review of hundreds of ads running in battleground House and Senate races in recent months shows Republicans largely haven’t seized on progressive icons in paid media. Instead, Biden is the Democrat most likely to be mentioned in GOP ads this cycle, coming up across dozens of races.
President Donald Trump has frequently sought to blame Biden for high prices and other challenges that his administration has faced. Even so, the former president has become a far less useful punching bag for Republicans since leaving office and remaining largely out of the spotlight: At this time in the 2024 cycle, Biden had been mentioned in more than 1,000 Republican House and Senate ads, according to AdImpact data.
The data illustrates how Republicans have been unable to land on a clear villain as they seek to convince voters that Democratic control of Congress would be worse than keeping the GOP in charge. Their warnings about old establishment figures like Biden and former Speaker Nancy Pelosi don’t land like they once did. But they also haven’t been able to seize on emerging democratic socialists like they had hoped to.
Democrats’ foil, meanwhile, has never been more obvious, with Trump’s approval rating in the mid-thirties amid continued high prices and the Iran war.
“No one will match the level of Pelosi for Republicans, in part because the Obamacare vote was such a touchstone moment. And the ‘we have to pass it to find out what’s in it,’” said Doug Heye, a longtime Republican operative who noted he still has “Fire Pelosi” swag from the Republicans’ successful 2010 midterm rout. The then-speaker was central to the GOP’s campaign message that year.
Part of the challenge for Republicans comes from Democrats’ lack of a clear leader. Pelosi stepped down from Democratic leadership at the start of 2023, and her successor, House Minority Leader Hakeem Jeffries (D-N.Y.) does not elicit the same animus from Republicans. In the 2022 cycle, her last term as Democratic leader, Pelosi was invoked in more than 80 GOP ads, POLITICO’s analysis found. Now, she’s mentioned just a handful of times, while Jeffries hasn’t been mentioned in any battleground TV ads this year, according to the POLITICO review of transcripts.
Biden was an easy target for the GOP in 2022 and 2024, when Republicans blamed him for high inflation and the cost of living. Now, poll after poll shows that voters are more likely to hold Trump — not Biden — responsible for the current state of the U.S. economy, even as Trump tries to redirect the blame.
Even Kamala Harris, the most recent Democratic standard-bearer as their 2024 nominee, is named less often in paid media this cycle than Biden. And among other potential future Democratic presidential candidates, only California Gov. Gavin Newsom and Ocasio-Cortez appear as Republican foils — and not as often as Harris or Biden.
Ocasio-Cortez is often mentioned by Republicans in the same sentence as Sanders, especially when the GOP seeks to tie Democrats in battleground races to the party’s progressive wing. In Michigan’s hotly contested Senate race, former public health official Abdul El-Sayed was endorsed by both — something his opponent Mike Rogers and GOP outside groups have seized on.
“El Sayed is endorsed by extreme liberals like AOC, Elizabeth Warren, and Bernie Sanders,” one recent ad from the conservative super PAC Sentinel Action Fund says.
Some Republicans have sought to run against the progressives even when there are no such ties: One ad that ran earlier this year from Texas Gov. Greg Abbott and the state’s GOP comptroller promised to stand up to Ocasio-Cortez, Sanders and the “new radical left.” Neither Sanders nor Ocasio-Cortez have endorsed in either race.
Most often, the GOP has run ads seeking to tie Democratic candidates to socialism or communism — the concepts themselves — in dozens of House battleground races and nearly every major Senate race. Just this week, the Trump administration launched a national $20 million DHS-funded campaign-style ad spree that features Trump lambasting “communism, socialism, and Marxism.”
But when it comes to specific political figures — like Mamdani, New York City’s mayor — it gets complicated. Republicans once salivated at the prospect of Mamdani as a foil when he was first elected last year. But his first year in office has largely boosted his standing with voters, complicating efforts to turn his tenure into a negative for Democrats.
Trump’s surprising continued embrace of the New York City mayor — just last week, the president stood by Mamdani and said he hoped he would “be a great mayor” — has further complicated GOP efforts to paint him as a villain.
In a handful of swingy New York congressional districts, Republicans have still attempted to tie their opponents to Mamdani, while Democrats have pushed back on the connection. In New York’s 21st District, which Trump won by more than 20 points two years ago, Democratic dairy farmer Blake Gendebien ran an ad arguing that his Republican opponent wants voters to think he’s “running against Zohran Mamdani” but “that’s a load of bull.”
The GOP has characterized prominent Democrats as socialist for decades. As progressives won a series of contested primaries this year, some Democrats worried the rise of figures with ties to the Democratic Socialists of America would give Republicans easy ammunition for the general election.
But being called a “socialist” may not have the same shock value it once did.
“I don’t think just calling a candidate ‘socialist’ works that well for Republicans, particularly this late in the game,” said Matt Towery, a longtime GOP pollster. “If a candidate focuses on parts of the DSA’s platform and can authentically pin it on their opponent, that might work. But Republicans just assume people have a bad reaction to the term socialist, and the term doesn’t elicit the same reaction it used to.”
