Massachusetts Governor 2026: the ads, and who's paying for them
Maura Healey (Democrat), Mike Minogue (Republican) and Andrea James (independent) are the candidates for governor of Massachusetts in the November 3, 2026 general election. Maura Healey is the incumbent. Semblen has analyzed 75 ads in this race; 41 used at least one manipulation technique, most often loaded language and glittering generalities.
Maura Healey (DEM, incumbent), Mike Minogue (REP), Andrea James (IND).
On the ballot as listed by Massachusetts Secretary of the Commonwealth, 2026 State Election Candidates. 75 ads analyzed, 41 with at least one technique in the copy.
Newest first. The paid-for-by line is the advertiser's own filing. Updated 2026-10-08. 1 ad from other advertisers shown separately below.
$235,800–305,023 on all ads, $143,300–190,501 on flagged ads · Meta reports ranges; these are the sums of their ends
Example
“crushing Massachusetts families” — Loaded Language, paid for by MASSACHUSETTS DEMOCRATIC STATE COMMITTEE
· the flagged ad with the highest reported spend that shows the most common technique
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Leaving out the softer ones (loaded language, glittering generalities, slogans, exaggeration, repetition): 48% of ads.
The words doing the work
The words that show up most in phrases our model flagged as loaded language or name calling in this race's ads, by number of ads.
agendain 5 ads· e.g. “MAGA agenda”, “anti-abortion agenda”
MAGAin 5 ads· e.g. “MAGA Mike Minogue”, “MAGA agenda”
failedin 3 ads· e.g. “Four failed years”, “four failed years”
familyin 3 ads· e.g. “hard-working families pick up the tab”, “crushing Massachusetts families”
firein 3 ads· e.g. “Fire Maura Healey”, “fire Maura Healey”
insiderin 3 ads· e.g. “political insiders”, “Beacon Hill insiders”
MAGA agendain 3 ads· e.g. “MAGA agenda”, “Mike Minogue's MAGA agenda”
trumpin 3 ads· e.g. “stands up to Trump”, “Trump lookalike”
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Money in this race
Candidates for governor report their fundraising to Massachusetts's state campaign-finance office, not the FEC. This page doesn't cover those reports yet, so it shows no money figures.
The ads
75 ads, newest first. Video transcripts are shown as the model read them, without caption cues like [music].
Paid for by Massachusetts First Independent Expenditure Political Action Committee, Inc.from 2026-10-08spend $0–995,000–5,999 impressions
Four years ago, Maura Healey asked for your trust. Now, per CBS News, "It costs more...in Massachusetts than in any other state," and Beacon Hill is blocking the audit voters approved. Four failed years. It's time to fire Maura Healey.
Card Stacking: Selectively presents a cost statistic and a blocked audit to build a one-sided negative case against Healey, omitting any context or counterarguments — for example: "It costs more...in Massachusetts than in any other state".
Loaded Language: The phrase 'Four failed years' uses the emotionally charged word 'failed' as an absolute verdict to trigger a negative reaction rather than present a factual assessment — for example: 'Four failed years'
Repetition: The word 'four' is repeated from sentence 1 ('Four years ago') and echoed here ('Four failed years') to rhetorically reinforce the negative framing of Healey's entire term — for example: "Four failed years".
False Urgency: The phrase 'It's time to fire' creates an artificial sense of immediacy, pressuring the audience to act without further deliberation — for example: 'It's time to fire Maura Healey'
Name Calling: Framing the call to 'fire' Healey by name uses her identity as a derogatory target rather than addressing specific policy arguments — for example: 'fire Maura Healey'
Card Stacking
Loaded Language
Repetition
False Urgency
Name Calling
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Loaded Language: The phrase 'stands up to' carries strong positive emotional connotation, framing Healey's actions as courageous resistance — for example: stands up to Trump and bows down to him.
Black-and-White Fallacy: The two sentences together present only two possible stances — heroic resistance or shameful submission — with no middle ground acknowledged — for example: "stands up to Trump", "bows down to him".
Loaded Language
Black-and-White Fallacy
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
30 days until Election Day. It’s time for a new kind of governor.
Paid for by Mike Minoguevideo · 0:27from 2026-10-04
This is more than a campaign. This is a movement. This is something we did together.
This energy is real. And because of your courage and your willingness to say it's time to do something different. It is time to put people before politics.
Glittering Generalities: The word 'campaign' is elevated beyond its literal meaning, implying something grander and more noble without specifying what — for example: more than a campaign and This is a movement.
Bandwagon Appeal: Framing the effort as a 'movement' implies mass collective participation and momentum, pressuring the audience to feel part of something larger — for example: This is a movement and something we did together.
Glittering Generalities
Bandwagon Appeal
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Watch on YouTube ↗Transcript above is auto-generated; the analysis is of the spoken words.
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Paid for by Women For Minoguefrom 2026-10-01 to 2026-10-02spend $1,500–1,999300,000–349,999 impressions
The BASED MOTHER says what a lot of us are thinking. 😂
Mike Minogue has accepted THREE debates and asked for a fourth in Western Mass. Maura Healey agreed to two, both in Boston-area studios, both in October.
Western Mass pays the same taxes and the same energy bills as everyone else. They deserve a debate too.
She shouldn't be protected from tough questions. We deserve them. Governor, come west and answer a few. #Minogue2026 #WesternMass #DebateMaura
Bandwagon Appeal: The phrase implies that a large, unspecified group shares the same view, creating social pressure to agree — for example: what a lot of us are thinking
Appeal to Prejudice: The term 'BASED' signals in-group identity and ideological alignment, implying those who agree belong to a virtuous in-group — for example: The BASED MOTHER
Bandwagon Appeal
Appeal to Prejudice
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Mike Minogue for Governorfrom 2026-09-29spend $10,000–14,9991,000,000+ impressions
Maura Healey is lying about me because she can’t run on her own record:
✅ I oppose tariffs and trade wars that hurt Massachusetts
✅ I oppose cuts to funding for NIH and life sciences
✅ I want the war to end as quickly as possible - we all do
✅ As the grandson of immigrants I believe we need to protect our immigrant families. We need to prioritize getting illegal violent criminals off the street.
Name Calling: Accuses Healey of 'lying' as a derogatory label to discredit her rather than addressing specific claims — for example: "lying about me".
Card Stacking: Asserts Healey 'can't run on her own record' while providing no evidence, implying her record is indefensible without presenting any supporting facts — for example: "she can't run on her own record".
Appeal to Prejudice: The speaker invokes their personal immigrant heritage to establish in-group credibility and frame the issue as one of protecting 'our' families, implying shared identity — for example: "As the grandson of immigrants", "our immigrant families".
Loaded Language: The phrase 'illegal violent criminals' stacks emotionally charged labels to provoke fear and moral condemnation rather than neutrally describing a policy position — for example: 'illegal violent criminals'
Name Calling
Card Stacking
Appeal to Prejudice
Loaded Language
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Mike Minogue for Governorfrom 2026-09-28 to 2026-10-05spend $6,000–6,9991,000,000+ impressions
“I’m a Democrat, and I’m voting for Mike Minogue.”
People across Massachusetts are struggling with the rising cost of housing, energy, taxes, healthcare, and everyday life. Voters want a governor who will lower costs, put people ahead of politics, solve problems, and deliver results. I'm honored to have the support of Republicans, Independents, and Democrats, like Jeanni, who believe we can make Massachusetts the best place to live, work, and raise a family.
no techniques found
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Mike Minogue for Governorfrom 2026-09-28 to 2026-10-062 variantsspend $6,000–7,098802,000–902,998 impressions
“Because of Mike, my mom is still with us today.”
Grateful to State Rep. Alyson Sullivan-Almeida for sharing her family’s story and supporting me to lead Massachusetts.
At Abiomed, our mission was simple: Patients First. We built technology to recover hearts and save lives. Today, families around the world are still together because of that mission, team, and innovation. As Governor, I’ll bring that same mindset and always put the people of Massachusetts first.
Flag-Waving: Patriotic, religious, or in-group identity invoked to validate a position.
Slogans: Catchy phrase used to compress a complex position into an emotionally loaded shorthand.
Exaggeration/Hyperbole: The claim that families 'around the world' are still together due to one company's mission is an overstatement that inflates the scope of impact beyond what evidence would typically support — for example: 'families around the world are still together because of that mission'
Glittering Generalities: The phrase 'put the people of Massachusetts first' is a vague, emotionally positive pledge with no specific policy substance, functioning as rhetorical flourish — for example: 'always put the people of Massachusetts first'
Transfer: The candidate transfers the credibility and goodwill earned from a life-saving medical mission to their political candidacy, borrowing legitimacy from that respected context — for example: 'I'll bring that same mindset'
Flag-Waving
Slogans
Exaggeration/Hyperbole
Glittering Generalities
Transfer
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Mike Minogue for Governorfrom 2026-09-28 to 2026-10-05spend $6,000–6,9991,000,000+ impressions
Bonnie’s story is one I hear across Massachusetts.
Skyrocketing healthcare costs are hurting families and small businesses. We have some of the best care in the world, but it’s also some of the most expensive.
As governor, I’ll put Patients First by expanding access to care, supporting doctors and nurses, lowering premiums, and reducing drug costs.
no techniques found
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Glittering Generalities: The phrase 'All things are possible' is a vague, emotionally uplifting statement with no specific meaning or substantive content — for example: All things are possible, solves problems and puts the people before party politics.
Black-and-White Fallacy: The framing implies only two options exist: the current party-politics-driven governance versus this new kind of governor, ignoring the complexity of political systems — for example: "puts the people before party politics".
Glittering Generalities
Black-and-White Fallacy
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Mike Minogue for Governorfrom 2026-09-26 to 2026-10-062 variantsspend $18,000–19,9982,000,000–0 impressions
When Charlie Baker was governor, people wanted to move to Massachusetts. I was running a business and was able to recruit employees from around the country. That’s not the case today. When I’m governor, I’ll build on Charlie’s legacy and make Massachusetts the best place to live, work, and raise a family.
no techniques found
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Mike Minogue for Governorfrom 2026-09-25 to 2026-09-302 variantsspend $4,300–4,898800,000–949,998 impressions
This election isn’t about party labels. It’s about accountability. It’s about whether political insiders get to use their power to cut special deals while hard-working families pick up the tab. Your tax dollars belong to you, not to the political elite.
Black-and-White Fallacy: The sentence dismisses party labels as irrelevant, implying there is only one real frame through which to view the election, narrowing the interpretive options — for example: "This election isn't about party labels".
Glittering Generalities: The word 'accountability' is used as a vague, emotionally positive concept without any specific meaning or referent — for example: "It's about accountability".
Loaded Language: The phrase 'political insiders' and 'hard-working families' are emotionally charged labels designed to trigger resentment and sympathy respectively — for example: political insiders, hard-working families pick up the tab and political elite.
Appeal to Prejudice: The sentence exploits in-group/out-group identity by positioning 'hard-working families' as the virtuous in-group against 'political insiders' as a corrupt out-group — for example: hard-working families pick up the tab and Your tax dollars belong to you, not to the political elite.
Scapegoating: Complex economic and political problems are blamed on a single group, 'political insiders,' who are portrayed as the sole cause of ordinary families' burdens — for example: 'political insiders get to use their power to cut special deals'
Black-and-White Fallacy
Glittering Generalities
Loaded Language
Appeal to Prejudice
Scapegoating
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by The Committee to Elect Maura Healeyfrom 2026-09-2412 variantsspend $1,000–2,18841,600–56,988 impressions
Hi, it’s Governor Maura Healey. My opponent, MAGA Mike Minogue, is trying to buy this governor's seat.
He’s filed to spend up to $2 billion of his own money to defeat me, and out-of-state MAGA donors are lining up right behind him to help.
I can't match him dollar for dollar, and I wouldn't want to. Because everything I've ever done, I've done with people like you standing beside me.
That’s why I need your help today. Can you chip in $10, $25, or whatever you can today to keep this seat in the hands of a public servant, and out of the hands of someone trying to buy it? >>
Loaded Language: Emotionally charged words chosen to trigger a reaction rather than convey facts. — for example: trying to buy this governor's seat.
Name Calling: Derogatory labels used to discredit a person or group rather than address their arguments. — for example: MAGA Mike Minogue.
Appeal to Prejudice: The phrase 'people like you' invokes in-group identity to create a sense of shared belonging and contrast with the implied wealthy opponent — for example: people like you standing beside me
Loaded Language
Name Calling
Appeal to Prejudice
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by The Committee to Elect Maura Healeyfrom 2026-09-2411 variantsspend $0–1,0894,700–14,989 impressions
We know that we can’t go dollar for dollar with this kind of self-funding, but we need to show that we have the people of Massachusetts behind this campaign — people like you, who’ve stepped up for this team time and time again.
So please, will you give whatever you can today to help us reach our $200,000 grassroots fundraising goal and show Mike Minogue that the Massachusetts governor’s office is not for sale?
no techniques found
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Mike Minogue for Governorfrom 2026-09-22 to 2026-09-30spend $4,000–4,499800,000–899,999 impressions
Massachusetts is working for some, but not all.
If the Commonwealth isn't working for you, join us. Let's make Massachusetts the best place to live, work and raise a family.
Bandwagon Appeal: The phrase 'join us' invites the reader to align with a group, implying collective momentum and social pressure to conform — for example: join us
Glittering Generalities: Vague, emotionally positive aspirational language about living, working, and raising a family carries no specific policy substance — for example: the best place to live, work and raise a family
Bandwagon Appeal
Glittering Generalities
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Mike Minogue for Governorfrom 2026-09-21 to 2026-09-28spend $800–899200,000–249,999 impressions
Young people can't afford to start a life here. Retired people can't afford to stay here.
We know Massachusetts can do better. That's why I'm running for governor.
no techniques found
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Mike Minogue for Governorfrom 2026-09-21 to 2026-09-28spend $800–899200,000–249,999 impressions
We have some of the best care, but it is also some of the most expensive care. I plan to bring a Patients First blueprint that would provide better access to care, support for doctors and nurses, lower premiums, and lower drug costs.
no techniques found
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Mike Minogue for Governorfrom 2026-09-21 to 2026-09-28spend $1,000–1,499200,000–249,999 impressions
Maura Healey is wasting your tax dollars and growing debt at a higher rate than ever before. I will stop the overspending, expose the corruption, and provide transparency and balance to the one-party system.
Loaded Language: The phrase 'wasting your tax dollars' uses emotionally charged language to provoke anger at the target — for example: wasting your tax dollars and expose the corruption.
Exaggeration/Hyperbole: The claim that debt is growing 'at a higher rate than ever before' is an absolute superlative presented without evidence — for example: at a higher rate than ever before
Glittering Generalities: Vague positive terms like 'transparency and balance' are used as rhetorical flourishes without substantive policy detail — for example: provide transparency and balance
Name Calling: Labeling the political system a 'one-party system' is a derogatory framing used to delegitimize the current government rather than address specific policies — for example: one-party system
Loaded Language
Exaggeration/Hyperbole
Glittering Generalities
Name Calling
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Mike Minogue for Governorfrom 2026-09-21 to 2026-09-29spend $1,000–1,499200,000–249,999 impressions
Massachusetts is working for some, but not all. We are headed down the wrong path. We need to elect a leader with integrity, common sense and compassion to make Massachusetts the best place to live, work and raise a family.
Loaded Language: The phrase 'wrong path' is emotionally charged, implying moral failure without specifying evidence — for example: 'wrong path'
Glittering Generalities: Vague, emotionally positive terms like 'integrity', 'common sense', and 'compassion' are used as rhetorical flourishes without substantive meaning or policy specifics — for example: integrity, common sense and compassion and best place to live, work and raise a family.
Loaded Language
Glittering Generalities
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Women For Minoguefrom 2026-09-19 to 2026-09-28spend $700–79935,000–39,999 impressions
Election Day is coming fast — and we need YOU. ⏰🐦
With Election Day just weeks away, every single voter contact matters. Here’s the good news: you can make a real difference in ONE hour, no experience required.
Host a postcard party.
Grab a few friends, some coffee (or wine 😉), and a stack of postcards. In an hour, you can reach dozens of voters with a handwritten note that cuts through the noise — no scripts, no cold calls. Just real neighbors telling real neighbors why Mike Minogue is the right choice for Massachusetts.
Time is short, so here’s how fast it is to get started:�🐦 Sign up to host (or join one!) — 2 minutes�📬 We rush you the postcards and voter list�🖊️ Gather your crew this week and start writing�📮 Mail them out — done!
We don’t have time to waste. Every postcard party we run now means more voters reached before Election Day.
Sign up to host today 👉 https://forms.gle/8UstCz6TX8UkarCX7
Let’s flood mailboxes across Massachusetts before it’s too late. 💪
#WomenForMinogue #MinogueForGovernor #TeamMinogue #MApolitics #EveryVoteCounts
no techniques found
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Mike Minogue for Governorfrom 2026-09-19 to 2026-09-28spend $3,000–3,499300,000–349,999 impressions
I’m honored to earn the support of the New England Police Benevolent Association (NEPBA).
“At a time when the men and women of law enforcement are being asked to do more with fewer resources, when departments across Massachusetts continue to confront serious recruitment and retention challenges, and when public safety professionals too often feel that their voices are an afterthought on Beacon Hill, Massachusetts needs a Governor who understands that safe communities begin with supporting the people who protect them. NEPBA believes Mike Minogue is that leader,” the organization said.
Thank you, Chris Ryan, Tom Turco, and the NEPBA, for your trust, courage, and support. 🇺🇸
Read the full press release at https://minogueforma.com/press-release/mike-minogue-welcomes-nepba-support/
no techniques found
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Massachusetts Republican Partyfrom 2026-09-19 to 2026-09-24spend $0–9920,000–24,999 impressions
Massachusetts cannot afford four more years of Maura Healey. She is afraid to debate Mike Minogue in Western Massachusetts!
Which Maura Healey scandal is your favorite?
Appeal to Fear: The phrase 'cannot afford' implies dire consequences if Healey continues in office, creating anxiety to drive a specific political response — for example: "cannot afford four more years of Maura Healey".
Exaggeration/Hyperbole: The absolute claim that the state 'cannot afford' four more years overstates the consequences without providing evidence — for example: "Massachusetts cannot afford four more years of Maura Healey".
Loaded Language: The word 'afraid' is emotionally charged and used to demean and discredit Healey rather than make a factual argument about debate scheduling — for example: "She is afraid to debate Mike Minogue".
Name Calling: Characterizing Healey as 'afraid' functions as a derogatory label to discredit her rather than address policy — for example: "She is afraid to debate Mike Minogue in Western Massachusetts!".
Appeal to Fear
Exaggeration/Hyperbole
Loaded Language
Name Calling
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Bandwagon Appeal: The phrase implies a growing crowd joining the movement, creating social pressure to conform by suggesting widespread support — for example: 'People are joining our movement'
Bandwagon Appeal
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Massachusetts First Independent Expenditure Political Action Committee, Inc.from 2026-09-14 to 2026-09-22spend $4,500–4,999500,000–599,999 impressions
Check out our new statewide ad!
After four failed years as governor, Maura Healey and one-party control have made everything worse. Now, Healey is blaming others, instead of taking accountability for the mess she created. It's time to FIRE Maura Healey.
Loaded Language: The phrase 'failed years' and 'made everything worse' use emotionally charged language to frame the governor's tenure in the most negative possible terms without specific evidence — for example: four failed years, made everything worse and the mess she created.
Exaggeration/Hyperbole: The claim that 'everything' has been made worse is an absolute overstatement that goes beyond what evidence could support — for example: 'made everything worse'
Name Calling: Labeling the political situation as 'one-party control' is used as a derogatory framing to discredit the governor's administration rather than address specific policies — for example: 'one-party control'
False Urgency: The phrase 'It's time to FIRE' creates an artificial sense of immediacy and urgency to prompt action without deliberation — for example: 'It's time to FIRE Maura Healey'
Loaded Language
Exaggeration/Hyperbole
Name Calling
False Urgency
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid posts that ran in MA and name a candidate, from advertisers that aren't part of this race: news-style pages, campaigns for other offices, and others. They're shown here for completeness and not counted with the ads above. We show the same technique analysis; their claims are not checked.
Chris Lyons for State Representative: campaign for another office
Paid for by Chris Lyons for State Representativefrom 2026-08-16 to 2026-09-022 variantsspend $100–29822,000–27,998 impressions
A Republican governor needs conservative state representatives who will stand with him. I’m the only candidate in this race supporting Mike Minogue for Governor. Vote Chris Lyons for State Representative on September 1!
An ad is on this page because its own "Paid for by" line is a campaign in this race; or it ran mostly in MA and names a nominee for governor — unless its sponsor is a campaign for some other office (a U.S. Senate or House campaign included), or it also names MA's Senate nominees, in which case it is on the Senate race's page. Ads from outside groups appear alongside the campaigns' own.
The candidates are the ones certified for the November ballot, from the source linked at the top. Governors are state offices, so there are no FEC filings behind this page: no money figures, and outside groups are placed on a side only when they are a campaign or a party committee.
Campaigns run one text as many separate ads. Identical text from the same sponsor is one card here, marked with its number of variants.
A technique is a specific manipulative move in the wording, found by our model and explained in one line. It is not a claim that the ad is false.
Claims are checked when a reader asks: press "Check this ad's claims" on a card. The check runs once and its result is shown to everyone afterwards. The ten ads with the most money behind them in each race are checked ahead of time.
Claim verdicts say what the cited sources say. A verdict that an ad is wrong or misleading is shown only when it cites an established fact-checker or an institutional record — Congress, a federal agency, a court — and its confidence is not low; a weaker one is not shown at all. Each verdict shows what it rests on and how confident it is. If we got one wrong, press Disagree: a verdict that readers dispute and no one defends comes down.
Video ads come from the campaigns' own YouTube channels; the transcript is analyzed. Meta ads are analyzed on their text; their video and images are not, yet.
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