My opinion is that re-applicants are at a disadvantage. This is from personal experience and observation.
I reapplied to a school that I interviewed before. However, I did not get an interview, despite of what I feel to be a better application. I had more solid work experience. My essays were better crafted to target the school and expanded on my career visions. I had a higher GMAT score. I better prepared my recommenders, and their recommendations were significantly better.
I observed the similar thing happening to several re-applicants on GMATClub. I do not recall any re-applicants actually getting into the school they are re-applying for.
The official acceptance rate re-applicant is similar to the normal acceptance rate. But I feel that this may be misleading. As I believe, re-applicants typically have been interviewed or waitlisted by the school. So the re-applicant pool may be more selective than the normal applicant pool.