On television, Mr. Bloomberg’s ads are slated to run from the early 5 a.m. local newscasts through the late-night shows, and on almost everything in between, including on prime time programming and major sporting events, according to documents filed with the Federal Communications Commission.
His first ad will be a biographical spot, according to a person familiar with the ad but is not authorized to discuss it publicly.
Mr. Bloomberg has reserved at least $100,000 in time in 56 different news media markets, as of late Friday, from November 25 through December 3, according to Advertising Analytics. In Los Angeles, Mr. Bloomberg was slated to pay $114,000 for four 60-second ads on The Voice, NBC’s popular show, F.C.C. records show.
Bill Knapp, who produced ads for Mr. Bloomberg’s three mayoral campaigns, took a leave of absence from a leading Democratic consultancy, SKDKnickerbocker, to work for Mr. Bloomberg’s coming campaign, the firm announced on Friday. The firm itself will continue working for Mr. Biden.
Mr. Bloomberg’s advisers have said his campaign would bypass the first four states that will vote in February — Iowa, New Hampshire, Nevada and South Carolina — and focus instead on Super Tuesday in March and beyond, where his personal fortune would give him an advantage.
One of the looming questions of the expected Bloomberg candidacy is whether he would actually campaign much in person, or instead lean heavily on paid advertising.
A moderate who first ran for mayor as a Republican and then as an independent and is now plotting a run for president as a Democrat, Mr. Bloomberg could shake up the 2020 primary by offering a centrist alternative to Mr. Biden. And with voluminous spending, he can crowd the airwaves so much that other campaigns cannot break through.