Wisconsin

current through December 8, 2014
Who's calling the shots?: State ad wars tracker:
TV ads in 2014 state races
$29.7 million
estimated TV ad spending on
state races in the 2014 cycle
What's behind these numbers?
$6.92
per eligible voter
74,600
times ads ran
$3.3 million primary general Jan. 2014 Nov. Jan. 2014 Nov.

Kantar Media/CMAG monitors TV signals for political advertising nationwide, capturing ads each time they run. Then, using a proprietary formula, it estimates how much placing each ad costs.

Like any estimate, it's imperfect. Here's what it covers, and what it doesn't:

  • Just placement on TV — The estimate only covers TV ads, not other kinds of political messages, such as ads that appear on radio or online. The estimate also only includes how much money a candidate or organization spent to place the ad, not to make it.
  • No local cable — Kantar Media monitors local broadcast TV in all 210 media markets, as well as national network and national cable TV advertising. If an ad runs on a local cable channel, it won't be counted here.
  • Any political ad — Unlike records filed at the Federal Elections Commission, this information includes so-called “issue ads” that mention a Senate candidate but don’t overtly call for the candidate’s election or defeat. Unless run immediately before a primary or general election, issue ad spending does not have to be reported to the FEC.
  • No future ads — Unlike some records from the Federal Communications Commission, it only counts ads that have already run. Future ad buys are not included.
  • Subject to dispute — Since the estimate is based on a formula, it may not exactly reflect what placing the ad actually cost. Think of the cost estimate as a well-informed guess, which can provide useful points of comparison.

Have more questions? Try this FAQ »

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Governor
$24.7 million
$3.3 million primary general Jan. 2014 Nov. Jan. 2014 Nov.
Scott Walker
R
DONORS
est. total $8.3 million
Wisconsin Republican Party
$1.2 million
Scott Walker - Rebecca Kleefisch Victory Committee
$1.1 million
Unitemized Donations
$333,700
Granite Lists Llc
$104,800
Operating Engineers Local 139
$43,100
Bnsf Railway
$30,000
Source: National Institute on Money in State Politics data — includes 94% of reports; includes reports as recent as October 27, 2014.
ran 3,189
mixed ads
$1 million
targeting Mary Burke 
D

10,400
negative
$3.6 million
targeting Mary Burke 
D

8,510
positive
$3.7 million
supporting Scott Walker 
R

Mary Burke
D
DONORS
est. total $6.8 million
Mary P Burke
$5 million
Wisconsin Democratic Party
$200,000
John Lehman Campaign Cmte
$90,000
Wisconsin Education Association Council
$62,100
Afscme Wisconsin
$56,100
United Food, Commercial Workers International Union / Ufcw
$56,100
Source: National Institute on Money in State Politics data — includes 93% of reports; includes reports as recent as October 27, 2014.
ran 7,119
mixed ads
$1.9 million
targeting Scott Walker 
R

11,900
negative
$3.1 million
targeting Scott Walker 
R

4,638
positive
$1.8 million
supporting Mary Burke 
D

est. total $2.5 million
ran 2,557
negative ads
$2.2 million
targeting Mary Burke 
D

529
positive
$303,300
supporting Scott Walker 
R

ran 3,688
negative ads
est. $1.8 million
targeting Scott Walker 
R

ran 2,745
negative ads
est. $1.5 million
targeting Scott Walker 
R

ran 2,005
negative ads
est. $1 million
targeting Scott Walker 
R

est. total $802,700
ran 349
mixed ads
$40,600
targeting Mary Burke 
D

1,723
negative
$762,100
targeting Mary Burke 
D

ran 2,136
negative ads
est. $677,000
targeting Scott Walker 
R

ran 1,429
negative ads
est. $590,000
targeting Scott Walker 
R

ran 821
positive ads
est. $464,800
supporting Scott Walker 
R

ran 339
positive ads
est. $189,500
supporting Scott Walker 
R

ran 361
negative ads
est. $99,700
targeting Scott Walker 
R

ran 96
negative ads
est. $72,900
targeting Scott Walker 
R

Wisconsin Democratic Party
ran five
negative ads
est. $350
targeting Scott Walker 
R

Attorney general
$3.1 million
$3.3 million primary general Jan. 2014 Nov. Jan. 2014 Nov.
est. total $1.5 million
ran 1,226
negative ads
$910,700
targeting Susan Happ 
D

685
positive
$628,400
supporting Brad Schimel 
R

ran 913
negative ads
est. $478,900
targeting Brad Schimel 
R

Susan Happ
D
DONORS
Wisconsin Education Association Council
$23,600
Afscme Wisconsin
$21,600
Emilys List Wisconsin
$21,600
National Education Association / Nea
$21,600
Wisconsin Laborers District Council
$21,600
Wisconsin State Auto Workers
$21,600
Source: National Institute on Money in State Politics data — includes 94% of reports; includes reports as recent as October 27, 2014.
ran 1,415
positive ads
est. $458,200
supporting Susan Happ 
D

Brad Schimel
R
DONORS
est. total $249,400
Brad David Schimel
$50,000
Wisconsin Republican Party
$33,600
Raga Wisconsin PAC
$21,600
Wisconsin Realtors Association
$21,600
Diane M Hendricks
$10,000
Patricia E Kern
$10,000
Source: National Institute on Money in State Politics data — includes 94% of reports; includes reports as recent as October 27, 2014.
ran 528
mixed ads
$187,600
targeting Susan Happ 
D

252
positive
$61,800
supporting Brad Schimel 
R

ran 359
negative ads
est. $219,900
targeting Brad Schimel 
R

Jon Richards
D
DONORS
Service Employees International Union / Seiu
$3,500
Jennifer Vellinga
$3,500
Jon Richards
$2,529
Friends of Shirley Krug
$2,500
Victoria Vollrath
$2,000
Hines for Alderman
$1,750
Source: National Institute on Money in State Politics data — includes 92% of reports; includes reports as recent as October 27, 2014.
ran 318
positive ads
est. $154,500
supporting Jon Richards 
D

ran 149
mixed ads
est. $49,700
targeting Susan Happ 
D

State senator
$1.8 million
$3.3 million primary general Jan. 2014 Nov. Jan. 2014 Nov.
SENATE DISTRICT 017
ran 1,033
negative ads
est. $644,000
targeting Pat Bomhack 
D

Howard Marklein
R
DONORS
Cmte To Elect A Republican Senate of Wisconsin
$11,900
Trevor L Ahlberg
$1,000
Alliant Energy
$1,000
Altria
$1,000
Associated Builders, Contractors of Wisconsin
$1,000
AT&T
$1,000
Source: National Institute on Money in State Politics data — includes 92% of reports; includes reports as recent as October 27, 2014.
ran 598
positive ads
est. $214,300
supporting Howard Marklein 
R

ran 172
negative ads
est. $107,400
targeting Howard Marklein 
R

ran 151
negative ads
est. $78,100
targeting Howard Marklein 
R

SENATE DISTRICT 019
ran 415
negative ads
est. $198,900
targeting Penny Bernard Schaber 
D

Penny Bernard Schaber
D
DONORS
est. total $170,100
Penny Bernard Schaber
$5,132
Fox River Valley Area Auto Workers
$2,000
Wisconsin Education Association Council
$2,000
John Anderla
$1,500
Unitemized Donations
$1,392
Faye Robinson
$1,150
Source: National Institute on Money in State Politics data — includes 92% of reports; includes reports as recent as October 27, 2014.
ran 134
negative ads
$30,600
targeting Roger Roth 
R

446
positive
$139,600
supporting Penny Bernard Schaber 
D

ran 329
negative ads
est. $153,300
targeting Penny Bernard Schaber 
D

Roger Roth
R
DONORS
Alliant Energy
$1,000
Altria
$1,000
Associated Builders, Contractors of Wisconsin
$1,000
Robert B Atwell
$1,000
Richard J Aylward
$1,000
Merlin (Mike) Brunner
$1,000
Source: National Institute on Money in State Politics data — includes 92% of reports; includes reports as recent as October 27, 2014.
ran 587
positive ads
est. $148,300
supporting Roger Roth 
R

ran 188
negative ads
est. $78,900
targeting Roger Roth 
R

SENATE DISTRICT 015
Brian Fitzgerald
R
DONORS
M 1994 Fitzgerald Trust Dated March 8
$10,000
Brian N Fitzgerald
$10,000
Sarah J. Bonk
$1,000
Ulysses L. Bridgeman Jr.
$1,000
Carol A. Cullen
$1,000
Mark A Cullen
$1,000
Source: National Institute on Money in State Politics data — includes 92% of reports; includes reports as recent as October 27, 2014.
ran seven
positive ads
est. $2,180
supporting Brian Fitzgerald 
R

State assembly
$37,400
$3.3 million primary general Jan. 2014 Nov. Jan. 2014 Nov.
ASSEMBLY DISTRICT 051
Todd Novak
R
DONORS
Wisconsin Republican Party
$6,108
Todd D Novak
$613
Alliant Energy
$500
Amy Loudenbeck Campaign Cmte
$500
Cory Berg
$500
Dave Buholzer
$500
Source: National Institute on Money in State Politics data — includes 92% of reports; includes reports as recent as October 27, 2014.
ran 126
negative ads
est. $30,700
targeting Dick Cates 
D

Democratic Party of Wisconsin
ran 35
negative ads
est. $6,690
targeting Todd Novak 
R

Source: Center for Public Integrity analysis of Kantar Media/CMAG, National Institute on Money in State Politics data
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