As Election Day rapidly approaches, the Joe Biden campaign is responding to ongoing polling concerns by analyzing how many additional TV ads it needs to purchase in the final weeks leading up to the election. After Biden secured the Democratic nomination in August, initial polling suggested that he held a substantial lead over President Donald Trump, making it seem as if the election was already won. However, the most recent polls shows that the race has tightened dramatically, with only 1-2 points separating the two candidates. Biden’s team is now being forced to reassess the amount of money that it should dedicate to political spots on TV. It remains unclear whether Biden will decide to simply purchase additional ad time, or if further action is necessary. Biden’s campaign manager Jen O’Malley Dillon has discussed the possibility of a new “broad digital ad offensive” to reach voters on platforms such as Facebook, Instagram, and Twitter. While TV ads have traditionally been a mainstay of the election cycle, digital advertisement has become increasingly important, with Biden’s campaigners investing significantly in digital tactics throughout the election. By all indications, Biden is now examining where he should adjust his campaign tactics to supplement his flagging poll numbers. The Biden campaign has also discussed potential legal action against what it refers to as the “vast Republican effort” to suppress votes. Additionally, Biden’s team has considered strategies to counteract the passive proliferation of what the Trump campaign calls “gloom and doom” messaging. It remains to be seen how Biden will adjust his campaign for the election’s final stretch. But with the polls indicating a tight race, the Biden team is actively evaluating how best to get its message out. The team is confident that additional ad buys, and a comprehensive digital ad strategy, can help narrow the current polling gap.