NEW YORK — The Fiscal Tightrope of Brad Lander’s Mayoral Campaign
Brad Lander, the city’s comptroller, has a dual role: managing New York’s finances by day and, as a mayoral hopeful, spending his own funds at a remarkable pace. As of the latest reports through May 19, he has outspent all other contenders in the Democratic primary, with expenditures nearly $1 million above his rivals, yet finds himself lagging significantly in the polls.
With a spending limit of approximately $8 million and only two weeks left until the election, Lander’s financial choices are starting to feel like a game of musical chairs, where he’s left standing without a seat. His campaign has splurged $4.7 million on a barrage of television advertisements and a small army of consultants, while his team’s salaries have collectively reached over $700,000. As of the latest disclosures in May, he is left with a mere $2.8 million to push through the final stretch of the race.
In comparison, his opponents boast healthier coffers: front-runner Andrew Cuomo has a staggering $5.7 million, while Zohran Mamdani, the progressive lawmaker in second place, holds $4.5 million. City Council Speaker Adrienne Adams, who entered the race late, has $2.3 million on hand. The financial updates will be released this Friday, revealing the latest shake-ups.
Lander’s spending includes hefty payments of $226,500 to fundraiser Jenny Galvin, $195,650 to the Global Strategy Group for polling, and $161,644 to BerlinRosen for consultancy services. His campaign also allocated $135,451 to Authentic Campaigns, a digital marketing firm, and even shelled out $35,677 to a company specializing in optimizing campaign expenditures.
Despite the significant outlay, Lander’s financial strategy has yet to yield the desired results. He finds himself trailing Mamdani, who appears to have captured the progressive momentum Lander aimed to harness, and Cuomo, whose campaign is buoyed by over $10 million in advertising from two super PACs and the discreet backing of a well-connected lobbyist. A government reform group has even called for an investigation into Cuomo’s ties with Tusk Strategies, the lobbying firm supporting him.
“Conventional wisdom dictates that candidates should unleash their spending six to eight weeks before the primary,” remarked Democratic strategist Trip Yang, who is not directly involved with any campaign. “Lander is following this advice, yet for some inexplicable reason, it isn’t resonating in the polls.”
In an attempt to regain traction, Lander has opted for a heavy reliance on broadcast and digital advertising, reminiscent of former Mayor Bill de Blasio’s unconventional 2013 campaign that eschewed traditional mailings. Notably, Lander has invested $2.5 million in television ads through Great American Media, featuring him in whimsical scenarios, such as operating a frontloader to crush Teslas and taking notes on a roller coaster at Coney Island.
“We will maintain a strong broadcast, streaming, and digital presence every day until June 24th, fueled by grassroots support and New Yorkers’ desire to end the corruption associated with the Adams-Cuomo administration,” asserted Alison Hirsh, Lander’s campaign manager.
A spokesperson for Lander defended the campaign’s depleted funds, suggesting that his early fundraising efforts were a strategic move. Lander began raising money in February 2022, anticipating the need for reelection funds alongside Mayor Eric Adams. As Adams’ political stature began to wane, Lander identified an opportunity to challenge him.
By the time Lander formally declared his candidacy last summer, he had already expended half a million dollars, with another $200,000 spent in the subsequent three months before Mamdani announced his run in October. This early spending largely explains the financial gap between Lander and Mamdani, who has also been vigilant in his campaign fundraising.
As of last month, Mamdani had spent $3.9 million, leaving him with a robust $4.5 million for the final push. Once his fundraising capabilities maxed out, he cleverly suggested that potential donors contribute to Adrienne Adams, leveraging the city’s ranked-choice voting system to undermine the front-runner.
Mamdani’s campaign is taking a markedly different approach, heavily investing in direct mail to reach voters who might not be swayed by social media, a savvy acknowledgment of the demographic realities of the city’s voting populace. His campaign has allocated more than $400,000 to direct mail firms, ensuring a broad outreach strategy that balances his viral social media success.
As the election date approaches, Mamdani enjoys a considerable polling advantage with $1.8 million more to spend than Lander. Although Lander announced on May 20 that he had maxed out his fundraising, some of that capital won’t be available until the next public matching funds payout on June 20.
Both Lander and Mamdani are still in pursuit of Cuomo, who, despite previous financial missteps, remains financially secure. After a rocky start with campaign finance regulators, culminating in a $756,994 fine for improper coordination with a super PAC, Cuomo still has a formidable $5.7 million at his disposal — bolstered by a super PAC that has raised $10 million and spent around $8 million on ads supporting him.
Adrienne Adams finds herself in a more precarious position than Lander, having entered the race late and scrambling for funds. She received $2 million in matching funds last month, which prompted her to announce a broadcast ad shortly after. Despite her limited resources, she has managed to maintain competitive polling, thanks to endorsements from influential groups like municipal labor union DC 37 and state Attorney General Letitia James. Recently, U.S. Rep. Alexandria Ocasio-Cortez endorsed Adams as her second choice behind Mamdani, adding an unpredictable element to the race as the candidates head toward the finish line.
