New Hampshire Governor 2026: the ads, and who's paying for them
Kelly Ayotte (Republican), Cinde Warmington (Democrat) and Stephen Villee (Libertarian) are the candidates for governor of New Hampshire in the November 3, 2026 general election. Kelly Ayotte is the incumbent. Semblen has analyzed 6 ads in this race; 4 used at least one manipulation technique, most often loaded language and name calling. Next date for voters: Last day to request a mail ballot: Mon, Nov 2.
Kelly Ayotte (REP, incumbent), Cinde Warmington (DEM), Stephen Villee (LIB).
On the ballot as listed by Ballotpedia. 6 ads analyzed, 4 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 New Hampshire's official election office. Each line links to the official page it came from.
Next: Last day to request a mail ballot: Mon, Nov 2 (in 25 days)
Registration
Varies by town (6-13 days before at the local clerk); registration also allowed at the polls on Election Day. Same-day registration: at the polling place on Election Day; must be in line by poll close; proof of age, domicile, citizenship and identity requiredSource: sos.nh.gov ↗
Early voting in person
No early voting (NH has no early voting; in-person absentee is only for voters with a qualifying excuse)Source: sos.nh.gov ↗
By mail
Mail voting needs a reason the state accepts (excuse required (out of town, disability, religious observance, work or caregiving, etc.)); request a ballot by Mon, Nov 2 (by mail: 12:00 p.m. the day before the election; in person: 5:00 p.m. the day before); return it by Tue, Nov 3 (received by the town/city/ward clerk by 5:00 p.m. Election Day (mail or delivery agent))Source: sos.nh.gov ↗
Election Day
Tue, Nov 3. Polls: varies by town: opens no later than 11 a.m., closes no earlier than 7 p.m.Source: gc.nh.gov ↗
ID at the polls
Photo ID required (driver's license, state non-driver ID, NH voter ID card, military ID, or US passport/passcard), or identity verified by election officialsSource: sos.nh.gov ↗
$1,100–2,585 on all ads, $800–1,988 on flagged ads · Meta reports ranges; these are the sums of their ends
Example
“sinking” — Loaded Language, paid for by Friends of Cinde Warmington
· the flagged ad with the highest reported spend that shows the most common technique
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Loaded Language (4), Name Calling (4), Appeal to Prejudice (3)
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Money in this race
Candidates for governor report their fundraising to New Hampshire's state campaign-finance office, not the FEC. This page doesn't cover those reports yet, so it shows no money figures.
The ads
6 ads, newest first.
Paid for by Friends of Cinde Warmingtonfrom 2026-09-28 to 2026-10-01spend $0–991,000–1,999 impressions
Kentucky Governor Andy Beshear won his first race for Governor by just over 5,000 votes. He knows how essential every single phone call, text message, and knocked door is in a race like Cinde Warmington's race in New Hampshire.
With just a few weeks left in the race, Cinde needs all the help she can get to make sure voters are ready to turn out on Election Day.
Can you pitch in to help build the campaign that Cinde needs to keep Kelly Ayotte from selling out New Hampshire to the highest bidder?
Loaded Language: The phrase 'selling out New Hampshire to the highest bidder' uses emotionally charged language implying corruption and betrayal — for example: selling out
Appeal to Prejudice: The framing appeals to New Hampshire residents' in-group identity by implying Ayotte is betraying 'their' state to outside interests — for example: keep Kelly Ayotte from selling out New Hampshire
Name Calling: Kelly Ayotte is implicitly labeled as a corrupt sellout without substantiation of the claim — for example: selling out New Hampshire to the highest bidder
Loaded Language
Appeal to Prejudice
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 Friends of Cinde Warmingtonfrom 2026-09-28 to 2026-10-012 variantsspend $100–2983,000–4,998 impressions
Our race is officially a toss-up, but that means even more MAGA money is about to flood New Hampshire. I need grassroots support to fight the special interests — can you help out by making a contribution today?
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 Friends of Cinde Warmingtonfrom 2026-09-03 to 2026-09-14spend $200–29915,000–19,999 impressions
When it comes to massive data centers, there’s a clear difference in this race. Kelly Ayotte signed a law that rolls out the red carpet for data centers. Cinde has stood with the people of Nottingham, called for a moratorium, and proposed a Community Bill of Rights.
While Kelly keeps paying lip service so she can make her and her corporate friends rich, Cinde will keep fighting for the people of New Hampshire.
Stand with Cinde today>>
Black-and-White Fallacy: The sentence presents only two options: Kelly serving corporate interests versus Cinde fighting for the people, leaving no middle ground — for example: "While Kelly keeps paying lip service so she can make her and her corporate friends rich, Cinde will keep fighting for the people of New Hampshire".
Loaded Language: Emotionally charged phrases are used to discredit Kelly and elevate Cinde rather than convey factual information — for example: 'paying lip service' and 'corporate friends rich'
Name Calling: Kelly is implicitly labeled as a corrupt servant of corporate interests without substantive argument — for example: 'make her and her corporate friends rich'
Appeal to Prejudice: The sentence exploits in-group identity by framing Cinde as the champion of 'the people' against elite corporate insiders — for example: 'fighting for the people of New Hampshire'
Black-and-White Fallacy
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.
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.
Paid for by Friends of Cinde Warmingtonfrom 2026-09-03 to 2026-09-14spend $400–49910,000–14,999 impressions
When it comes to massive data centers, there’s a clear difference in this race. Kelly Ayotte signed a law that rolls out the red carpet for data centers. Cinde has stood with the people of Nottingham, called for a moratorium, and proposed a Community Bill of Rights.
While Kelly keeps paying lip service so she can make her and her corporate friends rich, Cinde will keep fighting for the people of New Hampshire.
Stand with Cinde today >>
Name Calling: Kelly is implicitly labeled as insincere and corrupt by characterizing her actions as 'paying lip service' for personal and corporate enrichment — for example: 'paying lip service so she can make her and her corporate friends rich'
Black-and-White Fallacy: The sentence presents only two options: Kelly who serves corporate interests versus Cinde who fights for the people, leaving no middle ground — for example: "While Kelly keeps paying lip service so she can make her and her corporate friends rich, Cinde will keep fighting for the people of New Hampshire".
Appeal to Prejudice: The contrast between 'corporate friends' and 'the people of New Hampshire' exploits in-group/out-group identity, positioning Cinde as the champion of ordinary people against wealthy elites — for example: 'fighting for the people of New Hampshire'
Loaded Language: Emotionally charged phrases are used to frame Kelly negatively and Cinde positively without factual substantiation — for example: 'paying lip service', 'corporate friends rich', 'fighting for the people'
Name Calling
Black-and-White Fallacy
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 Friends of Cinde Warmingtonfrom 2026-08-14spend $200–29960,000–69,999 impressions
My top priority is putting money back in the pockets of working people.
I’m calling for a temporary suspension of the state gas tax so we can give Granite Staters the relief they need from Donald Trump’s war with Iran. Kelly Ayotte won’t. #NHPolitics
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 Friends of Cinde Warmingtonfrom 2026-08-11 to 2026-08-229 variantsspend $200–1,09112,200–18,291 impressions
Kelly Ayotte's campaign is sinking. She knows that she can't defend her MAGA record to the people of New Hampshire, so she's attacking me on TV.
Can you make a contribution today to help get our message out across the state and make sure voters know the truth?
Loaded Language: The word 'sinking' is emotionally charged, implying inevitable failure and decline rather than neutrally describing poll numbers or campaign performance — for example: 'campaign is sinking'
Name Calling: The label 'MAGA' is used as a derogatory political tag to discredit Ayotte rather than address specific policy positions — for example: 'her MAGA record'
Black-and-White Fallacy: The sentence implies Ayotte has only two options: defend her record or attack, framing the situation as if no other political strategies exist — for example: "can't defend her MAGA record to the people of New Hampshire, so she's attacking me on TV".
Loaded Language
Name Calling
Black-and-White Fallacy
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
An ad is on this page because its own "Paid for by" line is a campaign in this race; or it ran mostly in NH 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 NH'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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