Sacramento, California — Billionaire Democratic candidate Tom Steyer has spent or reserved more than $195 million on television, cable, and radio advertising in California’s gubernatorial race, making it the most expensive political ad campaign in the nation this year, according to data from AdImpact.
The unprecedented spending comes as California’s crowded “top-two” primary system has created a highly competitive race with no clear frontrunner. Under the system, all candidates appear on one ballot regardless of party, with the top two vote-getters advancing to the general election in November.
Steyer, a former hedge fund manager and longtime Democratic donor, has dramatically outspent his closest rival, former Health and Human Services Secretary Xavier Becerra, by more than 20-to-1. The massive spending gap has sparked criticism from some opponents, including former U.S. Rep. Katie Porter, who questioned whether Steyer was attempting to “buy the governor’s office” as statewide mail voting began earlier this month.
Beyond traditional advertising, Steyer’s campaign has also expanded heavily into digital outreach. His campaign has used YouTube and Instagram ads targeting Becerra’s political record while also reportedly paying a Texas-based social media influencer $100,000 to assist with voter outreach efforts.
California has previously seen wealthy candidates attempt to leverage personal fortunes in major races with mixed success. Republican Meg Whitman spent roughly $178.5 million during her unsuccessful 2010 governor campaign, while billionaire developer Rick Caruso spent more than $100 million before losing the 2022 Los Angeles mayoral race.
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