Who’s paying for the ads in North Carolina’s US Senate race so far? | Opinion
At one point, it looked like North Carolina’s U.S. Senate race was going to be the most expensive in the country and perhaps even break records for the most expensive Senate race ever. That may not be the case anymore, as polls show races in other states, like Ohio and Texas, may be more competitive.
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But that doesn’t mean the race between Roy Cooper and Michael Whatley won’t be competitive and expensive. With five months to go before Election Day, both sides have already begun saturating digital spaces, including social media and streaming platforms, with ads.
Here’s a breakdown of what’s aired so far, who’s behind them, and what’s to come:
Many of the digital ads favoring Whatley so far have come from Americans for Prosperity Action, a conservative super PAC affiliated with billionaire Charles Koch. Federal data shows the group has spent nearly $2 million on the race so far.
One ad slams Cooper as a “40-year politician” while painting Whatley as a “new leader and problem solver” who will help “end gridlock.” Another ad says “we can’t afford Roy Cooper” and blames the former governor for vetoing tax cut legislation while in office. In a third ad, Whatley is depicted as a candidate who “understands our struggles” with affordability and will “deliver solutions.” According to ad transparency data from Google, these ads have been viewed millions of times just in the past 30 days.
Meanwhile, the National Republican Senatorial Committee has launched several digital efforts painting Cooper as radical and “pro-crime.” Last month, for example, the NRSC launched a digital ad, which appears on social media, websites and streaming apps, during National Police Week to highlight Cooper’s “soft-on-crime agenda.”
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On Tuesday, the Cooper campaign announced its first TV ad. The ad highlights Cooper’s eastern North Carolina roots and says he’s running for Senate “to make life easier today.” In a news release, the campaign said the ad will run on broadcast television, streaming and digital platforms statewide as part of a seven-figure buy.
I’m Roy Cooper, and I’m running for the Senate to make life easier. pic.twitter.com/6U2YExz2mU
After the primaries, the Democratic Senatorial Campaign Committee released an ad on streaming platforms that painted Whatley as someone who “can’t be trusted.” Other digital ads paid for by Cooper and Democratic groups have focused on Whatley’s inadequate role in Hurricane Helene recovery funding in western North Carolina. One prominent ad features Canton Mayor Zeb Smathers and urges viewers to “tell Michael Whatley to release the recovery funds now.” It’s paid for by Majority Forward, a Democratic-aligned group.
The weeks leading up to Election Day are typically filled with an abundance of TV ads, and this year will be no exception. Multiple groups have already begun reserving ad space in September, October and early November. The Senate Majority PAC, which works to elect Democrats to the Senate, recently announced a $31 million TV advertising reservation. The Senate Leadership Fund, a Republican PAC, has reserved $71 million in TV and digital advertising to support Whatley. The Cooper campaign has also booked ad spots. Also involved are WinSenate, a group that has ties to Senate Majority PAC, and Old North Action, a newer group that appears to also be supporting U.S. Sen. Susan Collins in Maine.
Deputy Opinion Editor Paige Masten is covering politics and the 2026 elections for The Charlotte Observer and The News & Observer.
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