SC gov’s race goes on the air. Here’s how much GOP hopefuls are spending on TV
With at least four of the seven candidates for the Republican nomination for governor set to appear on the first televised debate, several GOP hopefuls are now paying for airtime with less than three months before the June 9 primary.
Nearly $1.7 million in broadcast television ad buys in the state’s four main media markets have been purchased just by three campaigns Lt. Gov. Pamela Evette, U.S. Rep. Ralph Norman and businessman Rom Reddy, according to FCC records through March 30.
A political action committee backing Attorney General Alan Wilson also went on air with ads.
State Rep. Josh Kimbrell, U.S. Rep. Nancy Mace and Jacqueline Hicks Dubose have not bought airtime on broadcast television channels. in South Carolina.
The television ad battle marks the next stage of a wide-open race for governor where no candidate has broken out from the pack.
“With about 70 days remaining, and some candidates who are lesser known statewide, it’s time for campaigns to spend the money they’ve saved to introduce candidates to voters,” said Republican strategist Rob Godfrey, who is not working for any campaign for governor during the primary season. “That’s why voters are initially seeing biographical ads, which, we all know, will give way to less pleasant and more colorful TV content as the calendar moves forward.”
Godfrey added those with the cash to stay on the air until June will have advantage in the race.
The largest splash so far is Reddy, a Mount Pleasant businessman and wealthy property owner, who is self-funding his campaign.
According to FCC records through March 26, Reddy has bought up more than $928,000 worth of broadcast television time, not including cable, in South Carolina’s four main television markets: Columbia, Myrtle Beach/Florence, Charleston and Greenville/Spartanburg.
His introductory ad portrays himself as the outsider in the race, touching on his Wharton Business School degree to show he’s similar to President Donald Trump.
“There are only two lanes in this race. In my lane, it’s just me,” Reddy says in the ad.
Reddy’s campaign announced a seven-figure ad buy over a two-week period. Nearly 40% of the 30-second spots Reddy purchased are in the Greenville/Spartanburg market in the GOP-vote rich area of the Upstate.
Norman calling Columbia lawmakers crooks
Norman’s campaign purchased more than $397,000 worth of airtime across the four media markets. The ad called “Crooks” touches on efforts by state lawmakers to give themselves a raise last year, which ultimately was shot down by the state Supreme Court. It also highlights how he’s called a Taxpayer Superhero by Citizens Against Government Waste, and how he will push for term limits and root out corruption.
“It’s time to get rid of the crooks, the corrupt politicians, and the RINOs in Columbia! As governor, one of my top priorities is to rein in our spending by cutting the rampant waste, fraud, and abuse,” Norman said in a news release promoting the ad buy.
The television ad buy is in addition to a television ad Norman is running through his office with similar messaging. As a member of Congress, Norman has a franking privilege, which allows members to send out communications to constituents, without asking for donations or asking for support in an election.
Evette returns to the airwaves
Evette has purchased more than 2,100 spots for more than $356,000 this spring.
She was first to go on the air in the race with an ad buy in the fall on the opening weekend of the 2025 college football season.
And with some of her ad placements continued with the sports theme. She reserved more expensive time slots on CBS stations during the NCAA men’s basketball tournament and during the Masters golf tournament.
Her ad touts her endorsement from Gov. Henry McMaster and features Trump saying “your lieutenant governor is going places, you do know that.”
“We have some ads out, up on air now, more to come,” Evette told members of the media after she filed to run. “Everybody’s got on the airwaves. I was happy. It was a great investment that we did early on when college football season started. Really got my name ID out there.”
Wilson’s campaign has yet to buy airtime and may be waiting before appearing in 30-second spots. But a new quarter is about to begin and the campaign may wait until after April 1 to purchase airtime to delay a spending disclosure until July, after the primary election and expected runoff.
But while Wilson appears to be waiting to buy ad time, a PAC supporting him went on the air. The SC Conservative Action Fund bought time during the men’s NCAA tournament, according to FCC records.
The ad features photos of Wilson in a military uniform as someone who defends conservative values. It also ends with a photo of Wilson with Trump.
“When it comes to the state’s Republican electorate, TV is still king in paid media,” Godfrey said. “There is more movement toward investing in digital stuff, but, make no mistake: these campaigns make good business decisions with finite resources. If they are spending money on TV — which they are — it’s because TV offers the best return on investment by reaching the most voters.”
This story was originally published April 1, 2026 at 5:00 AM with the headline "SC gov’s race goes on the air. Here’s how much GOP hopefuls are spending on TV."
