Amy Klobuchar (Democratic-Farmer-Labor), Lisa Demuth (Republican) and Steven Young (Green) are the candidates for governor of Minnesota in the November 3, 2026 general election. Semblen has analyzed 97 ads in this race; 38 used at least one manipulation technique, most often loaded language and glittering generalities. Next date for voters: Registration deadline: Tue, Oct 13.
Amy Klobuchar (DFL), Lisa Demuth (REP), Steven Young (GRE). On the ballot as listed by Ballotpedia. 97 ads analyzed, 38 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.
From Minnesota's official election office. Each line links to the official page it came from.
Next: Registration deadline: Tue, Oct 13 (in 5 days)
| Registration | Register by Tue, Oct 13 (registration closed during the 20 days before the election, so last day is the 21st day before; online, mail, or in person). Same-day registration: at your polling place with proof of residence (ID, approved document, or a registered voter vouching)Source: revisor.mn.gov ↗ |
|---|---|
| Early voting in person | Fri, Sep 18 to Mon, Nov 2 (in-person absentee during the 46 days before; ballot-into-tabulator early voting in the last 18 days (from Oct 16))Source: revisor.mn.gov ↗Source: revisor.mn.gov ↗ |
| By mail | Anyone can vote by mail; request a ballot by Mon, Nov 2 (any time up to the day before the election; mail time makes a late request risky); return it by Tue, Nov 3 (received by 8 p.m. Election Day; envelopes arriving later are marked late and not counted)Source: revisor.mn.gov ↗Source: revisor.mn.gov ↗Source: revisor.mn.gov ↗ |
| Election Day | Tue, Nov 3. Polls: 7 a.m. to 8 p.m.Source: revisor.mn.gov ↗ |
| ID at the polls | No ID needed if registered; voter signs the polling place roster. Election Day registrants need proof of residenceSource: revisor.mn.gov ↗ |
Checked October 6, 2026. Rules can change; confirm with the official site before you go.
A person reads every report and fixes errors the same day.
As of 2026-10-08. Counts are of distinct ads; the same text run many times is one ad.
A small box with these findings and the newest ads, updated as new ads are analyzed. Free for newsrooms, blogs and campaigns alike; it links back here.
An email when new ads come in from either side or the outside groups: the techniques, the words doing the work, and who paid. And each debate's analysis the morning after. One-click unsubscribe.
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| Paid for by | Ads | With at least one technique | Most common |
|---|---|---|---|
| Minnesotans for Klobuchar | 54 | 14 of 54 (26%) | Loaded Language (9), Appeal to Prejudice (8), Glittering Generalities (7) |
| MN Restore Sanity PAC | 22 | 12 of 22 (55%) | Loaded Language (10), Glittering Generalities (6), Appeal to Prejudice (4) |
| Laborers’ District Council of Minnesota and North Dakota Political Fund | 10 | 9 of 10 (90%) | Plain Folks Appeal (5), Glittering Generalities (4) |
| Alliance for a Better Minnesota State PAC | 3 | 0 of 3 | |
| Amy Klobuchar | 3 | 0 of 3 | |
| Minnesota Democratic-Farmer-Labor Party | 2 | 2 of 2 | Loaded Language (2), Card Stacking (1) |
| Our America | 2 | 1 of 2 | Appeal to Prejudice (1), Black-and-White Fallacy (1), Name Calling (1) |
| Minnesota Public Radio | 1 | 0 of 1 |
Not everyone would call every technique manipulation. Untick the ones you'd call ordinary persuasion and the count updates.
39% of the 97 ads here use at least one of the techniques ticked below (38 ads).
Leaving out the softer ones (loaded language, glittering generalities, slogans, exaggeration, repetition): 28% of ads.
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.
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Candidates for governor report their fundraising to Minnesota's state campaign-finance office, not the FEC. This page doesn't cover those reports yet, so it shows no money figures.
97 ads, newest first. Video transcripts are shown as the model read them, without caption cues like [music].
As a former prosecutor, I understand what we need to take on fraud. That’s why when the Feeding Our Future indictments came down, I went to the top of the Department of Justice and fought to get Minnesota’s U.S. Attorney Andy Luger’s office the prosecutors they needed.
Amy Klobuchar and Rob Kupec will help create jobs, protect our healthcare, and make our lives more affordable.
Glittering Generalities: The sentence uses vague, emotionally positive promises — job creation, healthcare protection, affordability — without any specific policy detail or substance, functioning as rhetorical flourish — for example: 'create jobs, protect our healthcare, and make our lives more affordable'
Amy Klobuchar and Grant Hauschild will help create jobs, protect our healthcare, and make our lives more affordable.
Glittering Generalities: The sentence uses vague, emotionally positive promises — jobs, healthcare protection, affordability — without any specific policy detail or substance, functioning as rhetorical flourish — for example: 'create jobs, protect our healthcare, and make our lives more affordable'
An email when new ads come in from either side or the outside groups: the techniques, the words doing the work, and who paid. And each debate's analysis the morning after. One-click unsubscribe.
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Working people are having a hard time getting by. It doesn’t have to be this way. Vote for Amy Klobuchar and Grant Hauschild by November 3.
Plain Folks Appeal: Attempts to convince by presenting the speaker as an ordinary person to gain trust and relatability — for example: working people.
Lisa Demuth has a clear message for fraudsters: Steal from Minnesota, and you're going to jail.
Amy Klobuchar and Brad Tabke will help create jobs, protect our healthcare, and make our lives more affordable.
Glittering Generalities: The sentence uses vague, emotionally positive promises — jobs, healthcare, affordability — without any specific policy detail, functioning as rhetorical flourish rather than substantive claims — for example: 'create jobs, protect our healthcare, and make our lives more affordable'
Working people are having a hard time getting by. It doesn’t have to be this way. Vote for Amy Klobuchar and Rob Kupec by November 3.
Plain Folks Appeal: Attempts to convince by presenting the speaker as an ordinary person to gain trust and relatability — for example: working people.
Minnesota deserves a government that protects taxpayers, not fraudsters. Lisa Demuth is ready to crack down on fraud from DAY ONE.
Black-and-White Fallacy: The sentence frames government as having only two possible orientations — protecting taxpayers or protecting fraudsters — ignoring the complexity of governance and policy — for example: "protects taxpayers, not fraudsters".
Glittering Generalities: The phrase invokes vague, emotionally positive ideals of protection and fairness without specifying any concrete policy or action — for example: 'Minnesota deserves a government that protects taxpayers'
Loaded Language: The word 'fraudsters' is a derogatory, emotionally charged label used to trigger a negative reaction and frame an unnamed opposing group — for example: 'not fraudsters'
Amy Klobuchar and Aric Putnam will help create jobs, protect our healthcare, and make our lives more affordable.
Working people are having a hard time getting by. It doesn’t have to be this way. Vote for Amy Klobuchar and Heather Gustafson by November 3.
Plain Folks Appeal: Attempts to convince by presenting the speaker as an ordinary person to gain trust and relatability — for example: working people.
Working people are having a hard time getting by. It doesn’t have to be this way. Vote for Amy Klobuchar and Aric Putnam by November 3.
Plain Folks Appeal: Attempts to convince by presenting the speaker as an ordinary person to gain trust and relatability — for example: working people.
Working people are having a hard time getting by. It doesn’t have to be this way. Vote for Amy Klobuchar and Brad Tabke by November 3.
Plain Folks Appeal: Attempts to convince by presenting the speaker as an ordinary person to gain trust and relatability — for example: working people.
Amy Klobuchar and Heather Gustafson will help create jobs, protect our healthcare, and make our lives more affordable.
Glittering Generalities: The sentence uses vague, emotionally positive promises — job creation, healthcare protection, affordability — without any specific policy detail or substance, functioning as rhetorical flourish — for example: 'create jobs, protect our healthcare, and make our lives more affordable'
🎤 Did you see Amy’s mic-drop moment? “I think people should have their facts right before they call someone a dirtbag ... You have the teams wrong, sir.” A Republican Senator claimed to have proof that January 6 prosecutor Jack Smith had been in Atlanta at a HAWKS game, and accused Smith of perjury when he denied it. The problem? Jack Smith was in Maryland at an Iowa HAWKEYES game. We can count on Amy Klobuchar to stand up for what’s right – and to know her Midwest teams. Now, we’re calling on OUR grassroots team to stand with her. A Trump megadonor is spending $13 million to flood Minnesota with lies and dark money attack ads to defeat our grassroots campaign. Will you donate now to help Amy win?
Glittering Generalities: The phrase 'stand up for what's right' is vague and emotionally positive with no specific policy substance — for example: stand up for what's right
Bandwagon Appeal: The call for 'OUR grassroots team to stand with her' implies collective solidarity and pressure to join the group — for example: calling on OUR grassroots team to stand with her
Appeal to Prejudice: The emphasis on 'OUR grassroots team' and 'Midwest teams' invokes in-group identity to build loyalty around shared regional and political belonging — for example: OUR grassroots team
Loaded Language: Emotionally charged words are used to trigger a reaction against the opponent — for example: flood Minnesota with lies and dark money attack ads.
Conspiracy Appeal: References 'dark money' to imply hidden, shadowy financial coordination working against the people — for example: 'dark money attack ads'
Name Calling: Derogatory labels used to discredit a person or group rather than address their arguments.
Minnesota pipefitters show up for homeowners in need — repairing their furnaces at no cost through Project HEAT’s ON. We all know how important it is to have a safe, working furnace during a Minnesota winter. Thanks to the pipefitters for their work and service to our state.
87 counties and we have done it again and this year we ended at this incredible Green Acres Oat facility in Freeborn counties. Senator Klobuchar was in Bemidji today. Amy Klobuchar visited Cook County. Also spent some time in Brainerd today. Made a stop in Martin County to visit Winona part of Klobuchar's campaign to visit all 87 counties each year. When I go around all of Minnesota's 87 counties, I talk to people about what's on their mind. I hear from families, small businesses, and local leaders. That's what I'm going to fight for.
Watch on YouTube ↗ Transcript above is auto-generated; the analysis is of the spoken words.
I have now visited every county in Minnesota this year – all 87 of them! I do this every year because you can’t know what people need if you don’t show up. As Governor, that’s how I’ll lead – by showing up, listening, and bringing people together to get things done.
Glittering Generalities: Vague, emotionally positive language about leadership that sounds noble but lacks specific policy substance — for example: 'bringing people together to get things done'
Wow, the ads about Amy Klobuchar are so ugly. I feel like I have to say something. My husband Mike died from the invisible toxins that he breathed every day as a firefighter. We went to a lot of different leaders for help, but Amy Klobuchar is the one who made it happen. Amy Klobuchar worked her heart out to pass a law so that firefighter families like ours would be treated fairly. The Amy Klobuchar I know, she looks out for people and she never quits until she gets the job done. She's dedicated. That's what a governor should be.
Watch on YouTube ↗ Transcript above is auto-generated; the analysis is of the spoken words.
WATCH: Amy Klobuchar, in her own words, bragging that she made it easier to send money to Somalia. When fraud investigators cut off cash transfers to Somalia to stop money laundering, she went to work to keep the money moving. Amy made the fraud WORSE.
Loaded Language: The word 'bragging' is emotionally charged and pejorative, framing Klobuchar's statement negatively rather than neutrally describing it as 'saying' or 'claiming' — for example: bragging
Appeal to Prejudice: The framing implies that facilitating money transfers to Somalia is inherently suspicious or objectionable, exploiting in-group/out-group anxieties about foreign nations — for example: made it easier to send money to Somalia
MINNESOTA WILL HAVE ITS FIRST FEMALE GOVERNOR ON FRIDAY, KLOBUCHAR SAID SHE CREATED A STATE TAX CREDIT TO HELP KEEP DOWN THE COST OF HEALTH CARE PREMIUMS. SHE CRITICIZED DEMUTH FOR SUPPORTING THE LAW, WHICH ALLOWS AFFORDABLE CARE ACT SUBSIDIES TO EXPIRE. WHILE SHE IS FOCUSED ON EMBRACING THAT BIG, BEAUTIFUL BILL, I AM FOCUSED ON MAKING SURE THAT MINNESOTANS CAN AFFORD THEIR HEALTH CARE, THAT THEY CAN FILL THEIR PRESCRIPTIONS. SPEAKING AT SAINT PAUL COLLEGE,
Watch on YouTube ↗ Transcript above is auto-generated; the analysis is of the spoken words.
Rondo Days is an important reminder of the strength and resilience that define the Rondo neighborhood in Saint Paul — it was great to see everyone this weekend.
Jimmy Jam and Terry Lewis at the fair! They helped me pass the bipartisan Save Our Stages Act, which was a big deal and kept independent music venues and theaters open during the pandemic.
When Minneapolis Council Member LaTrisha Vetaw and I saw each other at a Prince celebration (where all good things happen), we ended up talking about how we could make the Camden railroad crossing safer. Frequent train blockages delay first responders, drivers, and pedestrians trying to get across. That's why I’ve worked with Council Member Vetaw to secure federal funding to address the three at-grade rail crossings and make this area safer for everyone.
Barring an unforeseen twist, Minnesota will have its first female governor next year. That woman — whether it’s Amy Klobuchar, the Democratic nominee, or Lisa Demuth, the Republican nominee — will be a breast cancer survivor. In separate interviews this month, they spoke with MPR News about confronting the diagnosis. Both said the experience fighting the disease would inform their healthcare policy platforms. Story by Dana Ferguson Video captured by Maurizio D’Errico, Corey Schreppel, Payton Whaley and Anne Guttridge Video edited by Anne Guttridge Thumbnail photos by Tim Evans for MPR News and Carly Danek for MPR News
Lisa Demuth is in the arena—fighting for Minnesota.
I met some incredible students and leaders from the Minnesota State University Moorhead’s Nibbe School of Teaching and Learning at the Minnesota Business Partnership's annual event. They were honored with the 2026 Minnesota’s Future Award for their work teaching Minnesota's next generation of teachers. These kinds of partnerships are how we improve student achievement and grow our workforce and our economy.
Health care is a top priority for me. That’s why I laid out a plan to make health care more affordable and accessible for Minnesotans. My opponent still doesn’t have a plan, but what we do know is this: she embraced Trump’s health care cuts, blocked bipartisan legislation to help hospitals, and opposed capping the cost of insulin. Minnesota needs a Governor who will stand up for them.
New Richland is coming together to recover from last weekend’s flooding, which impacted over 80% of homes. I joined Senator Smith, local leaders, residents, and volunteers in New Richland to talk about the path forward and how we work toward long-term solutions to prevent flooding.
It was an honor to receive the Distinguished Service Award from the National Rural Electric Cooperative Association. Our electric co-ops keep the lights on for communities across Minnesota and the country. We need to make it easier for them to do their job – including cutting red tape so they can deploy new energy sources and modernize the grid. That’s one way we lower energy costs.
It was great to be in Brainerd last week with Mayor Dave Badeaux to talk about my plan to make child care more affordable and available for Minnesota families. If we want parents to be able to work and to grow our economy and workforce, we need quality, affordable child care.
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