Bloomberg, who founded the financial information company that bears his name, is estimated to have spent over $40 million (£27 million) so far. He is new to politics, with all the strengths and weaknesses this implies. His television adverts (of which there are many) describe him as "a leader, not a politician". Because he is not a cynical veteran of earlier campaigns, he often sounds na've. However, his business experience is real and has helped him project an image of competence. Crucially, he has been endorsed by outgoing mayor Rudolph Giuliani.