Lawmakers argued the ad misused public money and questioned why contracts went to companies with close personal connections or almost no government experience.
During the hearing, Colorado Representative Joe Neguse told Noem: 'It is fraud and ultimately I think there's going to be accountability,' referring to the way millions of pounds were spent on a single promotional campaign.
The ad reportedly cost more than the production and marketing budgets of nearly all Best Picture-nominated films this year.
The 60-second ad, filmed in October 2025, showed Noem on horseback warning of the consequences of illegal immigration. It is intercut with images of police, military, and former President Donald Trump.
Experts say the total spend dwarfed nearly every 2026 Best Picture-nominated film, including high-profile releases such asF1,One Battle After Another, andSinners. Most of these films had combined production and marketing budgets well below £174 million.
Lawmakers noted that spending more on a single promotional clip than almost every Oscar contender raised serious questions about priorities and oversight in government spending.
During questioning,Peoplereported that Rep. Neguse emphasised the unusually high cost and lack of transparency. He highlighted that part of the budget went to a company called Strategy Group, which is run by Ben Yoho, the husband of Noem's former spokesperson.
Another company, Safe America Media Group, received £138 million ($175 million) despite being created just days before the contract and having no government experience.
Neguse pressed: 'You want the American people to believe that this is all above board, that £138 million oftaxpayer moneyjust happened to go to this one company that doesn't have a headquarters, doesn't have a website, has never done work for the federal government before.'
Noem could not provide answers, further raising concerns about how the contracts were awarded.
Source: International Business Times UK
