Gun Control Battle Continues

March 25, 2013 Updated Mar 25, 2013 at 8:38 AM EDT

By Jaclyn Asztalos

...
March 25, 2013 Updated Mar 25, 2013 at 8:38 AM EDT

New York, N.Y. (WKBW) - New York City Mayor Michael Bloomberg has been very vocal about his gun control efforts. Now, he is putting his money where his mouth is, $12 million dollars to be exact, on ads for stricter background checks.

Bloomberg's goal for the campaign is to persuade senators in key states to support gun control measures. The video featured self-described gun owners holding rifles and encouraging stricter, universal background checks.

Bloomberg said the ads represent most of the American population.

"When you have an issue where 90 percent of the public and 80 percent of the NRA members say they think we should have reasonable checks before people are able to buy guns. They all support the second amendment as I do but there are a lot of people that think that this is one of the great issues of our time," Bloomberg said.

National Rifle Association CEO Wayne LaPierre also chimed in on the issue. He has been in a heated debate with Bloomberg for months.

Next month is when the U.S. Senate is scheduled to begin looking at the comprehensive gun control legislation. That bill includes expanding background checks for all gun purchases, tougher penalties for gun trafficking and more money for school safety. It does not include a ban on assault style weapons.

Bloomberg's ads begin running, Monday. That gives his message one month to reach senators before they make their way to the capitol to discuss the gun bill.