It has been a strange, atypical election season. That’s all there is to it.
Heading into the June 9 primaries, more voters have cast ballots early than ever before since 2022 when early voting started. In fact, this year’s total – 235,778 voters over seven days through June 3 – is more than the totals for 10 days of early voting in 2022 (100,990 voters) and 2024 (120,178 voters).
That’s pretty amazing and, as we’ve written, reflects a growing dissatisfaction with the current crop of politicians in Washington and Columbia who aren’t effectively dealing with the affordability issues (rising costs for food, gas, health care and daily living) that people are demanding.
But putting that aside, the election is just weird. In the two major parties, there are eight candidates who want to be governor. And in the First Congressional District, there are 17 candidates.
Most aren’t getting out messages effectively – or are using nontraditional methods because the traditional method – television advertising – is waning. Still, based on expenditures at one Charleston television station, some candidates are reaching out, blasting televised news programs with advertising.
Among Republicans for governor, U.S. Rep. Ralph Norman and rich guy Rom Reddy of Isle of Palms spent in the low six-figures over the last few months, while Lt. Gov. Pamela Evette and S.C. Attorney General Alan Wilson spent at $63,082 and $94,025 respectively since the beginning of the year.
What all of this means is that Norman and Reddy have likely spent more than $2 million each on traditional advertising statewide, while Evette and Wilson have spent more than $1 million each.
Among the three Democrats running for the state’s top spot, only Greenville businessman Billy Webster, a political unknown to many, has burned up the airwaves, with more than $270,000 spending at the station since mid-April. Webster, who needs to spend to build name recognition among Democratic voters, likely has burned at least $4 million on primary television ads across the Palmetto State.
It’s pretty amazing that the other two Democratic candidates – S.C. Rep. Jermaine Johnson of Hopkins and Charleston lawyer Mullins McLeod – have spent little, if anything.
To add another twist, look at what’s going on in television spending in the First Congressional District. At two Charleston stations we checked, only three candidates spent any money – former GOP Gov. Mark Sanford, who dropped out, Democratic candidate Nancy Lacore of Mount Pleasant and Republican Charleston Dr. Sam McCown.
What’s odd is that the other 14 candidates, including the purported GOP frontrunners, don’t seem to have spent a dime on paid television media. Instead, they seem to be relying on other less expensive outlets – direct mail, internet ads – and free stuff like public appearances. They also seem to be relying on more retail politics to get out a broad message in a year where voters are irked.
Two other things about this year’s oddball primaries make it difficult to use past elections as harbingers for the future – independent voters and turnout.
It’s unclear where independents will go in the primaries since both teams have several candidates. Independents may steer toward the GOP to vote against someone – or they may head to the Democratic primary to cast ballots in frustration. Or they may stay home, which also puts a twist on things.
Second, it’s unclear what’s going to happen with election day turnout. If trends continue, a lot more people will vote in the Democratic primary, which could dampen the impact of Black voters and help Webster. But if more people head to the GOP primary on the day of voting – which generally happens – Republican incumbents could face some bad news at the polls.
Only two things are clear this year: The primaries matter like never before and nobody knows what’s going to happen.
Andy Brack is editor and publisher of the Charleston City Paper and Statehouse Report. Have a comment? Send to: feedback@statehousereport.com.
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