Rivals Bloomberg and president splurge €10m on Super Bowl ads
Michael Bloomberg and Donald Trump have both spent $10m (€9m) to advertise for 60 seconds during the Super Bowl next month, setting up a titanic duel during America's most watched TV event of the year.
Mr Bloomberg, the billionaire media mogul who is running for the Democrat presidential nomination, revealed his purchase first.
When informed of the move, Mr Trump's campaign responded it would match it.
The Super Bowl, the culmination of the American football season, is watched by 100 million viewers.
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Adverts at the Super Bowl - often humorous or innovative - have become a cultural touchstone. The Super Bowl has long been free of presidential political adverts, partly due to the astronomical cost. Neither campaign said whether they would advertise in a single 60-second section, or supply two 30-second promotions.
Mr Bloomberg is the world's 11th richest person whose personal fortune stands at $53bn (€48bn), according to Forbes.
The former New York mayor entered the Democrat race just six weeks ago, and has already spent $166 million of his own money on television and digital advertising.
He is expected to vastly outspend both his Democrat rivals and Mr Trump. His campaign team said the Super Bowl advert would be an attempt to "get under Trump's skin", sparking suggestions that it would take aim at the president in a negative light.
So far, Mr Bloomberg has flooded swathes of America with adverts criticising Mr Trump for failing to deliver on his 2016 campaign pledges including healthcare, building projects and political reform.
The Bloomberg team said the Super Bowl advert would be created specially for it.
Mr Trump's campaign team indicated it had already talked to Fox, which broadcasts the Super Bowl live on February 2, before learning of Mr Bloomberg's move.