National Democrats ease up on Maine governor spending due to confidence in Hannah Pingree
Maine Governor’s Race Sees Shift in National Advertising, With Democrats Cutting TV Spend While Republicans Hold Back
In a move that signals the Democratic Governors Association’s (DGA) confidence in former state House Speaker Hannah Pingree’s bid to succeed Gov. Janet Mills, the organization pulled $550,000 worth of television spots that were slated to air in the last month of the campaign. The cutbacks, reported by ad‑tracking firm AdImpact, come as the DGA’s overall advertising commitments for Maine’s governor’s race remain firmly in the millions.
Pingree, the 49‑year‑old North Haven resident and daughter of U.S. Representative Chellie Pingree, has already raised roughly $4 million since declaring her candidacy last year and has booked more than $1.8 million in advertising. She is leading Republican Bobby Charles and independent Rick Bennett by double‑digit margins in the latest polls. Charles, a 66‑year‑old Leeds lawyer who once served as an assistant U.S. secretary of state, is running on a platform that includes strong support for former President Donald Trump’s policies. Bennett, a 63‑year‑old former state senator from Oxford, is polling in single digits.
The DGA’s decision to trim its television presence was described by spokesperson Kevin Donohoe as a “tactical response” to the relatively modest ad spending by Charles. “Hannah Pingree has the momentum in this race because she is focused on what voters care about: making housing more affordable, lowering the cost of health care and standing up to Trump’s attacks on Maine,” Donohoe said. Despite the reduction, the DGA still holds millions of ad reservations that are set to go live next week, with future plans in the state topping $8 million as of Wednesday’s update. Earlier in the year, the PAC’s commitments exceeded $11 million.
Meanwhile, national Republican support for Charles has been limited. AdImpact shows that Charles has spent only about $40,000 in television advertising to date, and no future reservations from the Republican Governors Association or other national GOP groups have been listed. A spokesperson for the Republican Governors Association declined to comment on the lack of support. In July, Charles said that he had met with the GOP Governors Association and several Republican governors who had promised “likely millions” in assistance, a pledge that has not yet materialized.
Charles is scheduled to begin a new run of satellite television ads on October 1, running through Election Day. He has relied largely on a low‑cost, steady stream of social media posts and short video clips to highlight his agenda, criticize his opponents, and laude Trump’s policies. In July, he told reporters, “I feel better about this general than I ever did about the primary,” and added, “I can win Maine governor’s race.”
The governor’s race has attracted less media attention than the costly U.S. Senate contest between Sen. Susan Collins and former Senate President Troy Jackson. Nevertheless, the DGA’s reduced television spend reflects the organization’s belief that Pingree’s campaign is on track to secure the state’s top office after Gov. Mills’ term limit in 2029. The Republican side’s sparse advertising, combined with Charles’ modest fundraising, suggests that the race may hinge on the effectiveness of the remaining campaign efforts as Election Day approaches.
