In the fourth quarter of 2019, Bloomberg spent $188 million on his presidential campaign, including $132 million on television ads, $8.2 million on digital ads, $3.3 million on polling, $1.5 million on rent, and $757,000 on airfare, including $646,000 for a private jet. By the end of January 2020, Bloomberg spent $300 million on his campaign and by February 2020 had exceeded $500 million. This caused the total spending in the presidential primary to exceed $1 billion by February, an unprecedented figure for such an early point in a US presidential election. The campaign launched campaign ads in markets in every state nationally on December 4, 2019. By December 31, 2019 - five weeks after declaring his candidacy - he had spent or committed $200 million on advertising, producing "an onslaught of campaign commercials with no precedent in Democratic politics". Bloomberg spent $10 million on a 60-second ad slot during Super Bowl LIV that aired on February 2, 2020. Bloomberg's digital campaign set aside $100 million for anti-Trump social media ads in swing states. By January 2020, Bloomberg spent an estimated $15 million on pay-per-click Google ads promoting his campaign on search results for terms including "impeachment", "climate change", and "gun safety". In January 2020, Bloomberg spent $8.53 million in targeted Facebook ads. In addition to digital ads, Bloomberg's campaign recruited social media influencers to advertise online. The campaign used Tribe, a content marketplace for brands to solicit content from social media personalities, to offer a $150 payment to influencers who post a video or a still image with overlay text in support of Bloomberg. Bloomberg's campaign worked with Meme 2020, a social media company led by Jerry Media CEO Mick Purzycki, to pay popular Instagram accounts to post "self-aware ironic" memes about Bloomberg. In February 2020, the campaign hired 500 "deputy digital organizers", who are paid $2,500 per month to promote Bloomberg on their personal social media accounts and in text messages to their contact lists. In February 2020, Bloomberg's campaign purchased billboard space in Las Vegas, Nevada and Phoenix, Arizona ahead of President Trump's campaign rallies in the two cities. The billboards, placed in high-visibility locations along Trump's potential motorcade route and outside the Trump International Hotel Las Vegas, displayed phrases including "Donald Trump cheats at golf", "Donald Trump eats burnt steak", "Donald Trump lost the popular vote", and "Donald Trump went broke running a casino."