Thom Tillis (REP, incumbent), Don Brown (REP), Marcus Williams (DEM), Michael Whatley (REP), Michele Morrow (REP), Roy Cooper (DEM), Thomas Lee Johnson (REP), Wiley Nickel (DEM).
59 ads analyzed, 30 with at least one technique in the copy.
Newest first. The paid-for-by line is the advertiser's own filing.
Findings
As of 2026-09-23. Counts are of distinct ads; the same text run many times is one ad.
Ads analyzed
59 (Meta 52, YouTube 7) · started running between 2026-07-09 and 2026-09-22
With at least one technique
30 of 59 (51%)
Most common techniques
Loaded Language · 25 adsAppeal to Fear · 19 adsCard Stacking · 13 ads
Meta
26 of 52 (50%) flagged · Loaded Language (21), Appeal to Fear (16), Card Stacking (9)
YouTube
4 of 7 flagged · Card Stacking (4), Loaded Language (4), Appeal to Fear (3)
Reported Meta spend
$578,100–743,781 on all ads, $467,400–593,453 on flagged ads · Meta reports ranges; these are the sums of their ends
Example
“convicted sex predator” — Loaded Language, paid for by WINSENATE
· the flagged ad with the highest reported spend that shows the most common technique
Money in this race
From FEC filings for 2025–26. Outside spending is money a group spends on its own about a candidate — TV and online ads, mail, canvassing. It is not a donation to the campaign, and the candidate does not control it. Supporting means it was spent to help that candidate win; Opposing means it was spent to defeat them, usually on attack ads. Groups report it within 24 or 48 hours as the election nears. Raised is the campaign's own fundraising, as of its latest quarterly report. Largest donors come from each outside spender's own FEC receipts, with each donor's share of its itemized receipts; donors under $100,000 are not named.
Thom Tillis (REP, incumbent)
Raised
$4.7M through 2026-06-30individuals $2.6M · PACs $1.5M · from the candidate's other committees $536K · cash on hand $3.6M
WINSENATE— $17.4M opposing Whatley
· 6 ads on this pageLargest donors: SMP $4.1M (100%)AMERICANS FOR PROSPERITY ACTION, INC. (AFP ACTION) DBA CVA ACTION AND DBA LIBRE ACTION— $4.4M supporting Whatley
· 6 ads on this pageLargest donors: KOCH INC $30.0M (33%); STAND TOGETHER INC. $20.0M (22%); WALTON, JIM C. $7.0M (8%); WALTON, S ROBSON $7.0M (8%); STAND TOGETHER CHAMBER OF COMMERCE INC $6.5M (7%)NO GOING BACK PAC INC.— $895K supporting WhatleySLF PAC— $658K supporting Whatley
· 14 ads on this pageLargest donors: ONE NATION $70.7M (28%); ADELSON, MIRIAM $30.0M (12%); SCHWARZMAN, STEPHEN A. $17.0M (7%); SINGER, PAUL ELLIOTT $14.5M (6%); MUSK, ELON $10.0M (4%)EDF ACTION VOTES— $500K opposing WhatleyLargest donors: ENVIRONMENTAL DEFENSE ACTION FUND $8.7M (73%); MANDEL, SUSAN Z. $2.5M (21%); SALL, JOHN $100K (1%); SALL, VIRGINIA $100K (1%); HOSTETTER, BARBARA $100K (1%)and 6 more
DEVON ENERGY CORPORATION POLITICAL ACTION COMMITTEE (DEC PAC) $5,000
DIRIGO PAC $10K
DUKE ENERGY CORPORATION EMPLOYEE POLITICAL ACTION COMMITTEE, ELIZABETH $10K
E-PAC $10K
ELECTING MAJORITY MAKING EFFECTIVE REPUBLICANS PAC $5,000
ENERGY MARKETERS OF AMERICA SMALL BUSINESS COMMITTEE PAC (EMA SBC PAC) $1,000
FEDERAL BIPARTISAN VOLUNTARY PUBLIC AFFAIRS COMMITTEE OF THE PNC FINANCIAL SERVICES GROUP, INC. (PNC $10K
FIGHT ON PAC $5,000
FIRST IN FREEDOM PAC $10K
FLORIDA LEADS $10K
FREEDOM FOR AMERICA (FFA PAC) $5,000
FREEDOM FUND $10K
FRIENDS OF TIM MOORE $4,000
FUND FOR AMERICA'S FUTURE $10K
HALLIBURTON COMPANY PAC $5,000
HEARTLAND VALUES PAC $10K
HELPING EXCEPTIONAL LEADERS ORGANIZE PAC (HELO PAC) $5,000
HF SINCLAIR POLITICAL ACTION COMMITTEE (DINO PAC) $2,000
HORNETS NEST REPUBLICAN MENS CLUB $1,000
HUCK PAC FOR AMERICA $10K
HUDSON FOR CONGRESS $4,000
IN THE ARENA PAC $5,000
INNOVATION POLITICAL ACTION COMMITTEE $5,000
IPAA WILDCATTERS FUND $5,000
JOBS OPPORTUNITY NOW POLITICAL ACTION COMMITTEE $10K
JOHNSTON CO REPUBLICAN WOMEN $300
KOCH, INC. POLITICAL ACTION COMMITTEE (KOCHPAC) $10K
LEAD ENCOURAGE ELECT PAC $10K
LEADERSHIP AND ACCOUNTABILITY ARE NATIONAL KEYS PAC $10K
LETS GET TO WORK PAC $10K
LIFEPOINT HEALTH PAC - THE PAC OF LIFEPOINT CORPORATE SERVICES, GENERAL PARTNERSHIP (LCSGP) AND FACILITIES WHICH ARE SUBSIDIARIES OF LIFEPOINT HEALTH (COLLECTIVELY LIFEPOINT) $3,500
LINCOLN COUNTY REPUBLICAN PARTY $300
MAKING A RESPONSIBLE STAND FOR HOUSEHOLDS IN AMERICA PAC $10K
MARATHON PETROLEUM CORPORATION EMPLOYEES POLITICAL ACTION COMMITTEE (MPAC) $5,000
MARK HARRIS FOR CONGRESS $2,000
MCDOWELL FOR CONGRESS $4,000
MR PAC $10K
MVL PAC $10K
NATIONAL ASSOCIATION OF MUTUAL INSURANCE COMPANIES PAC $4,000
NATIONAL ASSOCIATION OF WHOLESALER-DISTRIBUTORS POLITICAL ACTION COMMITTEE $5,000
NATIONAL CATTLEMEN'S BEEF ASSOCIATION PAC (NCBA-PAC)) $5,000
NATIONAL COTTON COUNCIL OF AMERICA COMMITTEE FOR THE ADVANCEMENT OF COTTON $10K
NATIONAL ELECTRICAL CONTRACTORS ASSOCIATION POLITICAL ACTION COMMITTEE $5,000
NATIONAL LIMOUSINE ASSOCIATION POLITICAL ACTION COMMITTEE (NLA PAC) $1,000
NATIONAL SHOOTING SPORTS FOUNDATION, INC. POLITICAL ACTION COMMITTEE (NSSF PAC) $2,500
NEBRASKA SANDHILLS PAC $10K
NORTH CAROLINA FIRST $10K
NORTH MECKLENBURG REPUBLICANS $1,000
OORAH! POLITICAL ACTION COMMITTEE $10K
OVINTIV USA INC. PAC $2,000
PAC FOR AMERICA $10K
PEACH STATE PAC $2,000
PENDER COUNTY GOP $1,000
PENNSYLVANIA HONOR $10K
PHILLIPS 66 PAC $10K
PINNACLE WEST CAPITAL CORPORATION PAC $10K
PRAYERIE PAC $3,500
RANDOLPH CO REPUBLICAN EXECUTIVE COMMITTEE $1,000
RANGER PAC $5,000
RELY ON YOUR BELIEFS FUND $1,000
RENEWABLE FUNDS ASSOCIATION PAC, GEOFF $2,500
REPUBLICAN JEWISH COALITION POLITICAL ACTION COMMITTEE (RJC-PAC) $5,000
REPUBLICAN MAJORITY FUND $10K
REPUBLICAN WOMEN OF GREATER CHARLOTTE $1,000
RESPONSIBILITY AND FREEDOM WORK PAC (RFWPAC) $10K
RESTORE TRUST PAC $1,000
SALEM MEDIA GROUP POLITICAL ACTION COMMITTEE, INC. $3,500
SCALISE FOR CONGRESS $4,000
SEAL PAC, RYAN $5,000
SENATE EAGLE PAC $10K
SEND IN THE SEAL PAC $10K
SERVICE CORPORATION INTERNATIONAL PAC $3,500
SPECIALTY EQUIPMENT MARKET ASSOCIATION & PERFORMANCE RACING, INC. PAC (SEMA & PRI PAC) $2,500
STAND FOR AMERICA PAC $5,000
STEER PAC $10K
STRATEGY PAC $10K
THE CHEMOURS COMPANY POLITICAL ACTION COMMITTEE CHEMOURS PAC $5,000
THE COUNCIL OF INSURANCE AGENTS & BROKERS POLITICAL ACTION COMMITTEE $10K
THE EYE OF THE TIGER PAC $10K
THE HAWKEYE PAC $7,500
THE OVERCASH COMMITTEE $1,000
THE PETER NORBECK LEADERSHIP PAC $10K
THE WILLIAMS COMPANIES, INC. POLITICAL ACTION COMMITTEE $1,000
TOMORROW IS MEANINGFUL PAC $10K
TRANSCANADA USA SERVICES, INC. PAC (TC PAC) $2,000
TRIANGLE REPUBLICAN WOMEN $230
TRUE NORTH PAC $10K
TRUIST FINANCIAL CORPORATION FEDERAL PAC (FORMERLY SUNTRUST BANKS, INC. POLITICAL ACTION COMMITTEE) $10K
UPPER HAND FUND $5,000
US ENERGY PAC (THE PAC OF AMERICAN EXPLORATION & PRODUCTION COUNCIL, INC.) $10K
VALERO ENERGY CORPORATION POLITICAL ACTION COMMITTEE $5,000
$35.0M through 2026-06-30individuals $13.1M · PACs $750K · party $71K · from the candidate's other committees $19.8M · cash on hand $20.7M
Outside spending
$33.2M opposing Cooper · $1.2M supporting Cooper· latest reported 2026-09-20
Largest outside spenders
SLF PAC— $25.7M opposing Cooper
· 14 ads on this pageLargest donors: ONE NATION $70.7M (28%); ADELSON, MIRIAM $30.0M (12%); SCHWARZMAN, STEPHEN A. $17.0M (7%); SINGER, PAUL ELLIOTT $14.5M (6%); MUSK, ELON $10.0M (4%)NO GOING BACK PAC INC.— $5.6M opposing CooperAMERICANS FOR PROSPERITY ACTION, INC. (AFP ACTION) DBA CVA ACTION AND DBA LIBRE ACTION— $1.8M opposing Cooper
· 6 ads on this pageLargest donors: KOCH INC $30.0M (33%); STAND TOGETHER INC. $20.0M (22%); WALTON, JIM C. $7.0M (8%); WALTON, S ROBSON $7.0M (8%); STAND TOGETHER CHAMBER OF COMMERCE INC $6.5M (7%)PLANNED PARENTHOOD VOTES NORTH CAROLINA— $624K supporting CooperWORKERS VOTE— $233K supporting CooperLargest donors: UNITE HERE PAC $500K (24%); SMITH, SONJIA $265K (13%); MOVEMENT VOTER PAC $255K (12%); UNITE HERE LOCAL 274 $254K (12%); UNITE HERE ACTION FUND $201K (10%)and 18 more
Paid for by WINSENATEfrom 2026-09-173 variantsspend $28,000–34,9971,300,000–1,524,997 impressions
Michael Whatley is a millionaire former energy lobbyist who fought to raise electricity bills in our state. Today, he owns nearly $500,000 in Duke Energy stock, so rate hikes on North Carolinians raise his bottom line. North Carolina can’t afford Michael Whatley.
Loaded LanguageAppeal to PrejudiceAppeal to Fear100.0% of sentences flagged
Loaded Language: The word 'fought' is emotionally charged, implying aggressive self-interested action against ordinary citizens — for example: 'fought to raise electricity bills'
Appeal to Prejudice: The framing contrasts Whatley's personal financial gain against 'North Carolinians' as a collective in-group being harmed, exploiting local identity — for example: 'rate hikes on North Carolinians raise his bottom line'
Appeal to Fear: The phrase implies dire economic consequences for the state if Whatley is not rejected, creating urgency and anxiety — for example: 'North Carolina can't afford Michael Whatley'
Claims checked
“he owns nearly $500,000 in Duke Energy stock” Checked as: Michael Whatley owns nearly $500,000 in Duke Energy stock.No authoritative evidence found
Verdict right?
“fought to raise electricity bills in our state” Checked as: Michael Whatley fought to raise electricity bills in North CarolinaNo authoritative evidence found
Verdict right?
“Michael Whatley is a millionaire former energy lobbyist” Checked as: Michael Whatley is a millionaire and a former energy lobbyistNo authoritative evidence found
Verdict right?
“rate hikes on North Carolinians raise his bottom line” Checked as: Rate hikes on North Carolinians raise Michael Whatley's bottom line (i.e., Whatley personally profits from rate increases charged to North Carolinians).No authoritative evidence found
Verdict right?
Paid for by WINSENATEfrom 2026-09-17spend $9,000–9,9991,000,000+ impressions
Ronald Hayes thought he was telling the heartbreaking story of his son’s murder in an anti-gun-violence advertisement. Instead, he was lied to by allies of GOP Senate candidate Michael Whatley, and his testimony ended up as part of a multimillion-dollar campaign against former Gov. Roy Cooper in the NC U.S. Senate Race. “They were deceitful, conniving, and scheming,” said Hayes.
NC Voices
Paid for by WinSenate
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 WINSENATEfrom 2026-08-21 to 2026-09-163 variantsspend $30,000–44,9973,000,000–0 impressions
Michael Whatley appointed convicted sex offender Harvey Lee West to top roles in the NC GOP. During his tenure, West had access to teenage girls and young adults at dozens of Republican events presided by Whatley.
American Journal News
Paid for by WinSenate
no techniques found
Claims checked
“Michael Whatley appointed convicted sex offender Harvey Lee West to top roles in the NC GOP.” No authoritative evidence found
Verdict right?
“convicted sex offender Harvey Lee West” Checked as: Harvey Lee West is a convicted sex offender.No authoritative evidence foundinsufficient_tier
Verdict right?
“During his tenure, West had access to teenage girls and young adults at dozens of Republican events presided by Whatley.” Checked as: During West's tenure in Republican Party roles under Whatley, West had access to teenage girls and young adults at dozens of Republican events presided by Whatley.No authoritative evidence found
Verdict right?
“Harvey Lee West” Checked as: A person named "Harvey Lee West" exists.No authoritative evidence foundinsufficient_tier
Verdict right?
Paid for by WINSENATEfrom 2026-08-19 to 2026-09-1620 variantsspend $162,000–213,4806,560,000–6,489,981 impressions
Parents across North Carolina are sounding the alarm on Michael Whatley’s ties to convicted child sex offender Harvey Lee West. Whatley appointed West to top NC GOP positions, putting party politics above our children’s safety. Michael Whatley should never be in the Senate.
Appeal to FearLoaded LanguageBandwagon AppealCard StackingBlack-and-White Fallacy100.0% of sentences flagged
Appeal to Fear: The framing invokes child safety to trigger parental anxiety and fear, implying Whatley poses a danger to children — for example: 'putting party politics above our children's safety'
Loaded Language: The phrase 'convicted child sex offender' is factually charged but deployed here as emotionally loaded language to maximize revulsion and transfer that revulsion to Whatley — for example: 'convicted child sex offender Harvey Lee West'
Bandwagon Appeal: Invoking 'Parents across North Carolina' implies a broad consensus of concerned citizens to pressure the reader into sharing the alarm — for example: 'Parents across North Carolina are sounding the alarm'
Card Stacking: The passage presents the appointment as self-evidently damning without context about the nature of the appointment, when it occurred, or whether Whatley knew of West's conviction, omitting information that would complicate the narrative — for example: 'Whatley appointed West to top NC GOP positions'
Black-and-White Fallacy: The absolute declaration that Whatley 'should never be in the Senate' presents a binary outcome with no room for nuance, context, or alternative judgments — for example: 'Michael Whatley should never be in the Senate'
Claims checked
“convicted child sex offender Harvey Lee West” Checked as: Harvey Lee West is a convicted child sex offender.No authoritative evidence foundinsufficient_tier
Verdict right?
“Whatley appointed West to top NC GOP positions” No authoritative evidence foundevidence_not_grounded
Verdict right?
“Parents across North Carolina are sounding the alarm on Michael Whatley’s ties to convicted child sex offender Harvey Lee West.” Checked as: Parents across North Carolina are sounding the alarm on Michael Whatley's ties to convicted child sex offender Harvey Lee West.No authoritative evidence found
Verdict right?
Paid for by WINSENATEfrom 2026-08-14 to 2026-08-215 variantsspend $20,500–24,4951,150,000–1,339,995 impressions
Parents across North Carolina are raising the alarm on Michael Whatley’s ties to convicted child sex offender Harvey Lee West. Whatley appointed West to top NC GOP positions, putting party politics above our children’s safety. Michael Whatley should never be in the Senate.
Appeal to FearBandwagon AppealLoaded LanguageBlack-and-White Fallacy100.0% of sentences flagged
Appeal to Fear: The framing invokes child safety and a convicted sex offender to trigger parental fear and anxiety about Whatley — for example: 'putting party politics above our children's safety'
Bandwagon Appeal: The phrase 'Parents across North Carolina' implies a broad, unified group raising concerns, suggesting widespread consensus to pressure the reader — for example: 'Parents across North Carolina are raising the alarm'
Loaded Language: The phrase 'convicted child sex offender' is emotionally charged and chosen to trigger a strong visceral reaction rather than simply convey factual context — for example: 'convicted child sex offender Harvey Lee West'
Black-and-White Fallacy: The absolute declaration that Whatley 'should never be in the Senate' presents a binary outcome with no room for nuance or alternative considerations — for example: 'Michael Whatley should never be in the Senate'
Claims checked
“convicted child sex offender Harvey Lee West” Checked as: Harvey Lee West is a convicted child sex offender.No authoritative evidence foundinsufficient_tier
Verdict right?
“Whatley appointed West to top NC GOP positions” No authoritative evidence foundinsufficient_tier
Verdict right?
Paid for by WINSENATEfrom 2026-07-27 to 2026-08-1518 variantsspend $178,600–223,1828,915,000–4,519,987 impressions
Would you associate with a convicted sex predator? Would you hire one? Michael Whatley did. He ignored the disturbing conviction of Harvey Lee West, elevating him in the NCGOP. Michael Whatley can’t be trusted in the Senate.
Appeal to FearLoaded LanguageName CallingCard StackingRepetition100.0% of sentences flagged
Appeal to Fear: The rhetorical question invokes visceral disgust and fear about associating with a sex predator, priming the audience emotionally before the accusation is made — for example: Would you associate with a convicted sex predator?, Would you hire one? and Michael Whatley can't be trusted in the Senate..
Loaded Language: The phrase 'convicted sex predator' is maximally charged language designed to trigger revulsion rather than convey neutral factual information — for example: convicted sex predator and disturbing conviction.
Name Calling: By immediately following the two rhetorical questions with 'Michael Whatley did,' the sentence transfers the full moral weight of the 'sex predator' framing onto Whatley without nuance — for example: the juxtaposition functions as an implicit derogatory label.
Card Stacking: The sentence presents only the damaging framing — that Whatley 'ignored' the conviction — without any context, counterargument, or qualification about what actually occurred — for example: omitting any explanation of Whatley's knowledge or intent.
Repetition: The name 'Michael Whatley' is repeated across sentences 3 and 5 (and implied in 4) to anchor the negative associations firmly to the individual through deliberate rhetorical repetition — for example: 'Michael Whatley did... Michael Whatley can't be trusted.'
Claims checked
“He ignored the disturbing conviction of Harvey Lee West, elevating him in the NCGOP.” Checked as: Michael Whatley ignored Harvey Lee West's conviction and elevated him within the NCGOP.No authoritative evidence foundinsufficient_tier
Verdict right?
“Michael Whatley did.” Checked as: Michael Whatley launched a bid for the North Carolina U.S. Senate seat.Supported by apnews.comsource ↗Confidence: high
Verdict right?
An ad is on this page because its own "Paid for by" line is a campaign in this race; or it comes from a national Senate group and ran mostly in NC; or it ran mostly in NC and names a candidate — unless its sponsor is a campaign for some other office. Ads from outside groups appear alongside the campaigns' own.
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.
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