New York
N.Y.C.’s Mayoral Candidates Spent Millions on TV Ads. What Are They Saying?
$1.1 million
$4.3 million
Estimated spending on
broadcast ads that have aired
The Democrats running for mayor in New York City and a super PAC supporting Andrew M. Cuomo are spending millions to reach potential voters, with much of the spending going toward commercials on broadcast television. A New York Times analysis of the broadcast ads that have aired so far, using data from AdImpact, explored the major themes highlighted by the candidates: crime and safety, President Trump, affordable housing and corruption.
Among the ads aired,
seven mention crime and safety
3 ads
Mr. Cuomo, the former governor, has been framing himself as a law-and-order candidate who will crack down on crime and improve public safety. Ads run by Fix the City, the super PAC backing Mr. Cuomo, have depicted New York as a city in chaos. One of its ads opens with images of police sirens, caution tape and subway riders fleeing a smoke-filled train.
“Crime is rampant,” says a voiceover in another pro-Cuomo ad, also paid for by Fix the City. That ad also references Mr. Cuomo’s “five-borough crime and affordability plan,” which would add “5,000 more cops” to the streets.
Other candidates took a subtler approach. Scott Stringer, a former city comptroller, said in his only broadcast ad to air so far that he would “put a cop on every train” and “hire more mental health workers.” An ad for Brad Lander, the current city comptroller, tied the idea of safety to Mr. Lander’s plan to “end street homelessness for the mentally ill.” An ad for Zohran Mamdani, the state assemblyman, simply said he would make New York a “safer city.”
2 ads Among the ads aired,
five mention President Trump
Taking jabs at Mr. Trump and his administration could almost be considered a requirement for candidates running in a Democratic primary in a city where former Vice President Kamala Harris won about 70 percent of votes in the 2024 presidential election. Still, some of the ads that mention the president are more direct than others.
An ad for Mr. Stringer was among the most explicit: “We deserve a mayor who can get our city back on track and keep this schmuck out of our business,” Mr. Stringer says over a clip of Mr. Trump dancing at a rally, adding that he will “tell Trump where to stick it.”
Mr. Lander drives a large forklift around a junkyard in his broadcast ad and places cars into a crushing machine. One of the cars has the words “Trump & Musk” in large black letters across the side.
Other candidates made only passing swipes at the president. Some of the ads supporting Mr. Cuomo mentioned that he took on Mr. Trump as governor and will again as mayor, and an ad for Mr. Mamdani said he would stand up to Mr. Trump. Mr. Myrie’s broadcast ad did not mention Mr. Trump.
3 ads
All ads mention affordable housing
Every broadcast ad reviewed in the analysis mentioned housing at least once. In one ad, Mr. Mamdani likened Mr. Cuomo to the current mayor, Eric Adams, whose housing policies have been similar to the former governor’s, and whose popularity declined after he was indicted on fraud and corruption charges in 2024. The Trump administration later dropped the charges.
“Cuomo is running for Adams’s second term,” Mr. Mamdani said in the ad, adding that he will “take on bad landlords and greedy corporations.”
Mr. Adams and Mr. Cuomo are both moderates who have many of the same donors, including powerful real estate leaders, and both have supported housing policies that are in stark contrast to Mr. Mamdani’s. The mayor and former governor both oppose freezing increases for rent-stabilized apartments, for example, while one of Mr. Mamdani’s ads is devoted solely to his plan to freeze rent prices.
In ads for other candidates, housing is mentioned only briefly. An ad by Fix the City for Mr. Cuomo said he will “cut red tape for affordable housing and build 500,000 new units.” In Mr. Stringer’s ad, he said he will “turn vacant lots into affordable apartments.” Mr. Myrie’s ad says he has “the boldest plan to build affordable housing.”
0 ads
Among the ads aired,
three mention corruption
Several of the candidates mentioned corruption in their ads. In Mr. Lander’s ad, a second car is brought out to be crushed, this one symbolizing “corruption,” specifically as it relates to Mr. Cuomo.
“Andrew Cuomo spent $60 million of your money to defend himself in court. That’s corrupt,” a voiceover says as the car is brought to the crushing machine. “But Brad Lander fights corruption.”
In the ad in which Mr. Mamdani compares Mr. Cuomo to Mr. Adams, the candidate paints the former governor and mayor as the corrupt establishment, responsible for making the city unaffordable.
“Working people are being pushed out of the city they built, and it’s because corrupt politicians like Eric Adams and Andrew Cuomo have sold us out to billionaires and corporations, rigging the economy against us,” Mr. Mamdani says over a series of images that combine Mr. Cuomo’s face and quotes about the former governor from news articles.
Mr. Stringer defines corruption less precisely, mentioning that he “fought corruption” as comptroller. The three pro-Cuomo broadcast ads by Fix the City did not mention corruption, nor did the ad for Mr. Myrie.
Total spending on advertising,
including future broadcast spots
| Total spent | Broadcast share | |
|---|---|---|
|
Fix the City (pro-Cuomo super PAC) |
$8.1 million | 91% |
|
Mamdani |
$3.0 million | 41% |
|
Lander |
$2.3 million | 72% |
|
Stringer |
$1.9 million | 83% |
|
Myrie |
$1.7 million | 27% |
Spending on ads that have already aired on broadcast television, which this analysis focused on, is one slice of candidates’ overall ad spending. They have also purchased broadcast spots to air more ads in the future, as well as ads on other platforms like streaming television, satellite and internet. Broadcast was, however, a major focus for the candidates.
Fix the City, the pro-Cuomo super PAC, has spent the most on advertising by far, with 91 percent of its spending devoted to commercials on broadcast networks. (Mr. Cuomo’s campaign has not yet aired any of its own ads on broadcast television, according to AdImpact.)
By contrast, the campaign for Mr. Mamdani, which has become known for its savvy approach to social media, has spent just 41 percent of its advertising budget on broadcast, according to the AdImpact data. (Mr. Mamdani’s campaign has, however, spent more on broadcast than any other individual platform.)
One of the leading Democrats in the mayor’s race, Adrienne Adams, the speaker of the New York City Council, has not yet aired an ad on broadcast television. The candidate struggled to raise funds early in her campaign, but recently got an infusion of $2 million from the city’s fund-matching program, which the campaign said it would use for an aggressive ad blitz in the coming weeks before the June 24 primary.
New York
How a Parks Worker Lives on $37,500 in Tompkinsville, Staten Island
How can people possibly afford to live in one of the most expensive cities on the planet? It’s a question New Yorkers hear a lot, often delivered with a mix of awe, pity and confusion.
We surveyed hundreds of New Yorkers about how they spend, splurge and save. We found that many people — rich, poor or somewhere in between — live life as a series of small calculations that add up to one big question: What makes living in New York worth it?
Sara Robinson boarded a Greyhound bus from Oregon to New York City to attend Hunter College in the early 2000s, bright-eyed and eager to pick up odd jobs to fuel her dream of living there.
For a long time, she made it work. But recently, that has been more challenging than ever.
Right around her 40th birthday, Ms. Robinson began to feel financially squeezed in Brooklyn, where she had lived for years. Ms. Robinson (no relation to this reporter) was also feeling too grown to live with roommates.
“As a child,” she said, “you don’t think you’re going to have a roommate at 40.” She decided to move into a place of her own: a one-bedroom apartment in the Tompkinsville neighborhood of Staten Island.
After she moved, the preschool where she’d worked for over a decade closed. Now, she works two jobs. She is a seasonal employee for the state Office of Parks, Recreation and Historic Preservation, working from Tuesday to Saturday. And on Monday nights, she sells concessions at the West Village movie theater Film Forum, which pays $25 an hour plus tips.
Ms. Robinson, now 45, loves her job as an environmental educator at a state park on Staten Island. Her team runs the park’s social media accounts and comes up with event programming, like a recent project tapping maple trees to make syrup.
But the role is temporary. Her last stint was from June 2024 to January 2025. Then she was unemployed until August 2025. Ms. Robinson’s current contract will be up in April, unless she gets an extension or a different parks job opens up.
Ms. Robinson’s biweekly pay stubs from the parks department amount to about $1,300 before taxes. She barely felt a difference, she said, while she was out of work and pocketing around $880 every two weeks from her unemployment checks. (Her previous parks gig paid $1,100 a check.)
Living in New York’s Greenest Borough
“It used to be, ‘There’s no way I’m moving to Staten Island,’” Ms. Robinson said. “But the place is close to the water. I’m three minutes from the ferry. The rest is history.” She lives on the third floor of a multifamily house, above an art studio and another tenant. Her rent is $1,600 a month, plus $125 in utilities, including her phone bill.
“If my situation changes, I don’t know if I could find something similar,” she said. “So much of my New York life has been feeling trapped to an apartment. You get a place for a good price, and you’re like, ‘I can’t leave now.’”
Staten Island is convenient for Ms. Robinson’s parks job, but it’s become harder to justify living in a borough where she knows few people. It takes more than an hour to get to friends in Brooklyn, an especially hard trek during the winter. After four years of living on Staten Island, Ms. Robinson feels somewhat isolated.
“All my friends on Staten Island are senior citizens,” she said. “It’s great. I love it. But I do want friends closer to my age.”
One of Ms. Robinson’s friends, Ray, took her on nature walks and taught her about tree identification, sparking an interest in mycology, the study of mushrooms. This led to a productive — and free — fungi foraging hobby during unemployment. She has found all sorts of mushrooms, including, after a month of searching, the elusive morel.
The Budgeting Game
Ms. Robinson doesn’t update her furniture often, but when she does, she shops stoop sales in Park Slope or other parts of Brooklyn.
“It’s like a treasure hunt,” she said. “You could make a whole apartment off the street, off the stuff that people throw away.”
She also makes a game out of grocery shopping, biking to Sunset Park in Brooklyn or Manhattan’s Chinatown to go to stores where there are better deals. She budgets about $300 for groceries each month.
Ms. Robinson bikes almost everywhere, sometimes traveling a little farther to enter the Staten Island Railway at one of the stations that don’t charge a fare. She spends $80 a month on subway and ferry fares, and $5 a month for a discounted Citi Bike membership she gets through a credit union, though she usually uses her own bike. She is handy and does repairs herself.
There are certain splurges — Ms. Robinson drops $400 once or twice a year on round-trip airfare to Seattle, where her family lives. She also spent $100 last year to see a concert at Forest Hills Stadium in Queens.
She said she has many financial saving graces. She has no student loans and no car to make payments on. She doesn’t get health insurance from her jobs, but she qualifies for Medicaid.
She mostly eats at home, though sometimes friends will treat her to dinner. She repays them with tickets to Film Forum movies.
Nothing Beats the Twinkling Lights
Ms. Robinson’s friends often talk about leaving the city — and the country.
Two friends have their eyes set on Sweden, where they hope to get the affordable child care and social safety net they are struggling to access in New York.
Ms. Robinson can’t see herself moving elsewhere in the United States, but she is entertaining the idea of an international move if she can’t hack it on Staten Island.
Yet the pull of the city is hard for her to resist.
“I just get a rush when I’m riding the Staten Island Ferry across the bay,” she said. “You see all the little twinkling lights. It’s this feeling of, ‘everything is possible here.’”
That feeling, plus the many friendly faces Ms. Robinson sees every day — the ferry operators, the conductors on the Staten Island Railway, her co-workers at Film Forum — are what tie her to New York.
“My savings are not increasing, so there’s that,” she said. “But I’ve been OK so far. I think I’m going to figure it out.”
New York
How the Editor in Chief of Marie Claire Gets Styled for a Trip to Italy
Nikki Ogunnaike, the editor in chief of Marie Claire magazine, did not grow up the scion of an Anna Wintour or a Marc Jacobs.
But, she said, “my mom and dad are both very stylish people.”
They got dressed up to go to church every week in her hometown Springfield, Va. Her mother managed a Staples; her father, a CVS. “Presentation is important to them,” she said.
Since landing her first internship with Glamour magazine in college, Ms. Ogunnaike, 40, has held editorial roles there and at Elle magazine and GQ. She has been in the top post at Marie Claire since 2023.
She recently spent a Saturday with The New York Times as she prepared for Milan Fashion Week.
New York
How a Physical Therapist and a Retiree Live on $208,000 in Harlem
How can people possibly afford to live in one of the most expensive cities on the planet? It’s a question New Yorkers hear a lot, often delivered with a mix of awe, pity and confusion.
We surveyed hundreds of New Yorkers about how they spend, splurge and save. We found that many people — rich, poor or somewhere in between — live life as a series of small calculations that add up to one big question: What makes living in New York worth it?
It has never really occurred to Marian or Charles Wade to live anywhere but the city where they were born and where they raised their children.
New York is in their bones. “We have our roots here, and our families enjoyed life here before us,” Ms. Wade said.
And they feel lucky. Between Mr. Wade’s pension, earned after more than 40 years as an analyst at the Manhattan district attorney’s office, and his Social Security benefits, along with Ms. Wade’s work as a physical therapist at a psychiatric center, they bring in about $208,000 a year.
Still, it’s hard for the couple not to notice how much the city has changed as it has become wealthier.
About 10 years ago, Ms. Wade, 65, and Mr. Wade, 69, sold the Morningside Heights apartment they had lived in for decades. The Manhattan neighborhood had become more affluent, and tensions over how their building should be managed and how much residents should be expected to pay for upkeep boiled over between people who had lived there for years and newer neighbors.
They found a new home in Harlem, large enough to fit their two children, who are now adults struggling to afford the city’s housing market.
All in the Family
Ms. Wade knew it was time to leave Morningside Heights when she spotted her husband hiding behind a bush outside their building, hoping to avoid an unpleasant new neighbor. They had bought their apartment in 1994 for $206,000, using some money they had inherited from their families, and sold it in 2015 for $1.13 million.
The couple found a new apartment in the Sugar Hill section of Harlem for $811,000, and put most of the money down upfront. They took out a loan with a good rate for the remaining cost, and had a $947 monthly payment. They recently finished paying off the mortgage, but they have monthly maintenance payments of $1,555, as well as two temporary assessments to help improve the building, totaling $415 a month.
Their two children each moved home shortly after graduating from college.
The couple’s son, Jacob Wade, 28, split an apartment with three roommates nearby for a while, but spent down his savings and moved back in with his parents. He is searching for an affordable one bedroom nearby and plans to move out later in the year. Their daughter, Elka Wade, 27, came home after college but recently moved to an apartment in Astoria, Queens, with roommates.
Until their daughter moved out a few weeks ago, she and her brother each took a bedroom, and Mr. and Ms. Wade slept in the dining room, which they had converted into their bedroom with the help of a Murphy bed and a new set of curtains for privacy.
There is very little storage space. A piano occupies an entire closet in their son’s bedroom, because the family has no other place to fit it.
The setup is cramped, but close quarters have their benefits: When their daughter, a classically trained cellist, was living there, she often practiced at home in the evenings. “I love listening to her play,” Ms. Wade said.
Three Foodtowns and a Thrift Shop
The Wades do what they can to keep their costs low. They’ve decided against installing new, better insulated windows in their drafty apartment. They don’t go on vacations, instead visiting their small weekend home in rural upstate New York. And they’ve pulled back on takeout food and retail shopping.
Instead, Mr. Wade surveys the three Foodtown supermarkets near their home for the best deals, preferring one for produce and another for meat. The weekly grocery bill has been around $500 with both kids living at home, and the family usually orders delivery twice a week, rotating between Chinese and Indian food, which typically costs $70, including leftovers.
For an occasional splurge, they love Pisticci, a nearby restaurant where the penne with homemade mozzarella costs $21.
The couple owns a car, which they park on the street for free. But they often use public transportation to avoid paying the $9 congestion pricing fee to drive downtown, or when they have a good parking spot they don’t want to give up. They have a senior discount for their transit cards, which allows them to pay $1.50 per subway or bus ride, rather than $3.
Ms. Wade stopped shopping at the stores she used to frequent, like Eileen Fisher and Banana Republic, years ago. Instead, she visits a thrift store called Unique Boutique on the Upper West Side. She was browsing the aisles a few months ago, before a big Thanksgiving dinner, and spotted the perfect dress for the occasion for just $20.
But she has one nonnegotiable weekly expense: a private yoga lesson in an instructor’s apartment nearby, for $150 a session.
Swapping Mortgage Payments for Singing Lessons
For every member of the Wade family, life in New York is all about the arts.
The children each attended the Special Music School, a public school focused on the arts. Their son, an actor, teacher and director, works part time at the Metropolitan Opera and the Kaufman Music Center, a performing arts complex in Manhattan. His sister works in administration at the Kaufman Center.
Mr. Wade is still close with friends from high school who are now professional musicians, and the couple often goes to see them play at venues like the Bitter End in Greenwich Village, where shows typically have a $12 cover and a two-drink minimum.
The couple has cut back on going to expensive concerts — they used to try to see Elvis Costello every time he came to New York, for example — but have timeworn strategies for getting affordable theater tickets.
They recently splurged on tickets to “Oedipus” on Broadway for themselves and their daughter, who they treated to a ticket as a birthday gift. The seats were in the nosebleed section, but still cost $80 apiece.
The couple has a $75 annual membership to the Film Forum, which gives them reduced price tickets to movies. They occasionally get discounted tickets to the opera through their son’s work, and when they don’t, they pay for family circle passes, which are usually $47 a head, plus a $10 fee.
Ms. Wade, who grew up commuting from Flushing, Queens, to Manhattan to take dance lessons, sometimes takes $20 drop-in ballet classes during the week at the Dance Theater of Harlem, just a few blocks away from the apartment.
Recently, when the couple paid off their mortgage, Ms. Wade celebrated by giving herself a treat: weekly private singing lessons, for $125 a session.
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