Article courtesy of MIRS for SBAM’s Lansing Watchdog newsletter
Michigan Republicans and Democrats have each booked slightly more than $6 million in television and video advertising across 15 competitive state House districts, but the parties are concentrating their resources in dramatically different places, according to MIRS’ review of AdImpact data.
Democratic candidates and groups supporting them account for nearly $6.22 million in spending, compared to $6.09 million on the Republican side, according to the AdImpact data. Democrats hold only a $132,181 overall advantage, giving them 50.5% of the combined $12.3 million.
Republicans, however, have concentrated nearly three-quarters of their spending in three districts, while Democrats are spreading money across a wider battlefield that includes an aggressive attempt to put House Speaker Matt Hall (R-Richland Township)’s seat into play.
The largest advertising war is in the Battle Creek-area 44th District, where Republican Rep. Steve Frisbie (R-Battle Creek) and former Democratic Rep. Jim Haadsma have attracted a combined $3.35 million.
Republicans have spent or reserved $1.82 million supporting Frisbie, compared to $1.53 million for Haadsma. The House Republican Campaign Committee (HRCC) accounts for nearly $1.68 million of the pro-Frisbie spending, while Haadsma’s campaign is the largest advertiser on the Democratic side at $844,306.
The second-most expensive contest is the Jackson County-based 46th District. Republican Rep. Kathy Schmaltz (R-Jackson) has $1.72 million behind her, compared to $590,893 supporting Democratic challenger Jan Maino. The $1.13 million Republican advantage is the largest partisan spending gap among the districts examined.
Republicans also have a significant edge in the Upper Peninsula’s 109th District, where $907,355 has been booked in support of Rep. Karl Bohnak (R-Negaunee) compared to $296,684 for Democrat Anna Rink.
Combined, HDs 44, 46 and 109 account for roughly $4.45 million, or 73% of all Republican spending in the chart. The HRCC is the largest identified spender behind nearly $4.24 million worth of advertising.
Democratic spending is less centralized. The party has the advertising advantage in seven districts: HDs 31, 42, 54, 55, 61, 68 and 86. The money is coming from candidate campaigns, the Democratic State Central Committee and Michigan Citizens for Better Health.
The most politically conspicuous Democratic investment is in Hall’s 42nd District. Democratic challenger Nick Rowe has $733,496 booked, compared to only $9,181 supporting Hall.
That nearly 80-to-1 advantage does not necessarily mean Hall, who won re-election with 64.5% in 2024, is in immediate danger. It does demonstrate that Democrats are prepared to spend heavily enough to force Republicans to decide whether the Speaker needs resources that otherwise could be directed toward more vulnerable incumbents.
Democrats have created an even larger dollar disparity in the 68th District, where $889,434 has been booked for Matt Schlinker, compared to $29,339 supporting former Republican Rep. David Martin (R-Davison).
Other Democratic advantages include $391,572 in the Rochester-based 55th District, $315,734 in the open 31st District and $245,948 behind Rep. Denise Mentzer (D-Mount Clemens) in the 61st District.
Republicans hold the spending advantage in eight of the 15 districts, although several of those contests have attracted little Democratic television money. No Democratic spending was listed in HDs 58 or 96, while only $11,160 was supporting Democrat Sherry Berecz in HD-28.
The chart shows virtually no spending by either party in Rep. Betsy Coffia’s 103rd District, indicating that neither she nor Edwin Dean will be attracting the vast resources poured into Traverse City last cycle.
Advertising reservations can be moved or canceled before they air, and the figures do not include other campaign expenses such as mail, field operations or some forms of digital advertising. The existing reservations nevertheless show Republicans prioritizing the defense of a relatively small number of vulnerable incumbents while Democrats attempt to expand the map and make Republicans defend seats they ordinarily could take for granted.
Click here for more News & Resources.