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Wisconsin Governor's Race Heats Up with $400,000 in Ad Buys

Strategic Insights

— 1 min read

Republican gubernatorial candidate Bill Berrien has announced a significant investment in cable TV, radio, and online ads, spending about $400,000 just 13 months before the August 11, 2026, primary. This early and extensive ad buy marks a significant moment in the Wisconsin governor's race, with Berrien becoming the first candidate to purchase ads of any kind. The ads aim to solidify Berrien's position as a staunch supporter of former President Donald Trump, particularly in the critical Milwaukee and Green Bay areas, where a significant number of Republican voters reside.

Key Takeaways:

  • Republican gubernatorial candidate Bill Berrien has spent about $400,000 on cable TV, radio, and online ads, making him the first candidate to purchase ads in the Wisconsin governor's race.
  • Berrien's ads focus on his support for former President Donald Trump, with the slogan "an outsider and a businessman just like President Trump."
  • The ads aim to reach a significant number of Republican voters in the critical Milwaukee and Green Bay areas.
  • Berrien, a 56-year-old Navy SEAL veteran, has been running his campaign on a platform of advancing the Trump agenda and shaking up Madison for over a year.
  • Several other Republicans, including U.S. Rep. Tom Tiffany, U.S. Senate candidate Eric Hovde, and state Senate President Mary Felzkowski, are also considering running.
  • Democratic Gov. Tony Evers has not announced whether he will seek a third term, and his spokesperson had no immediate comment on Berrien's ad buy.

Statistics:

  • $400,000 - The amount spent by Bill Berrien on cable TV, radio, and online ads.
  • 13 months - The time remaining until the August 11, 2026, primary.
  • 2026 - The year of the primary that Berrien is campaigning for.
  • 56 - The age of candidate Bill Berrien.
  • $30,000 - The amount donated by Berrien to former U.N. Ambassador Nikki Haley's presidential campaign.
  • 2020 - The year Berrien criticized Trump's handling of the COVID-19 pandemic.

Sources:

  • Associated Press, "Wisconsin's Republican candidate for governor spends $400,000 on ads" (2025)
  • Milwaukee Journal Sentinel, "Berrien says he's running to 'advance the Trump agenda, shake up Madison and put Wisconsin citizens first'" (date not specified)
  • Fox Business, "Bill Berrien interview" (August 2020)
  • The Associated Press, "Trump Supporter Plots Run for Governor in Wisconsin" (2025)
  • Copyright 2025 The Associated Press. All rights reserved.

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