New Jersey House District 9 2026: the ads, and who's paying for them
Nellie Pou won · 66.7% to 31.8%, with an estimated 95% of the vote counted · Called by AP on Nov 3
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10 ads analyzed · 5 use a rhetorical technique, most often glittering generalities and black-and-white fallacy.
The words doing the persuading
Paid for by Nellie Pou for Congress“Nellie Pou is fighting to lower costs, because it’s time for New Jersey families to come first.”Glittering GeneralitiesSee this ad →
Rosie Pino (Republican) and Nellie Pou (Democrat) are the nominees for New Jersey's 9th congressional district in the November 3, 2026 general election. Nellie Pou is the incumbent. By their latest FEC reports, Rosie Pino's campaign had raised $548,000 (through October 14, 2026) and Nellie Pou's campaign $3.1 million (through October 14, 2026). Outside groups have reported $150,000 for Rosie Pino and $147 against; $103,000 for Nellie Pou and $156,000 against. Semblen has analyzed 10 ads in this race; 5 used at least one rhetorical technique, most often glittering generalities and loaded language.
Rosie Pino (REP), Nellie Pou (DEM, incumbent).
1 other filed with the FEC; any ads they ran are below. 10 ads analyzed, 5 with at least one technique in the copy.
Newest first. The paid-for-by line is the advertiser's own filing. Updated 2026-10-29.
From each campaign's own website, summarised in plain English, with a quote where they gave one; under an issue, Senate votes for those who have cast them. Full detail and sources on each profile: Rosie Pino · Nellie Pou.
Economy and cost of livingPino: stated · Pou: stated
Rosie Pino (REP)
Pino says she would oppose large spending packages and new bureaucracy that she says fuel inflation, and would cut red tape for job creators and expand access to capital for entrepreneurs. She also says she wants to restore American energy independence.
“In Congress, I will oppose massive spending packages and bureaucratic expansions that fuel inflation and drive up the cost of living.”
Pou says she is working to bring down the costs of housing, groceries, child care and more for working families, and that she is committed to building more affordable housing.
“fighting to bring down the costs of housing, groceries, child care, and more for working families”
Taxes and government spendingPino: stated · Pou: no position
Rosie Pino (REP)
Pino says she supports President Trump's efforts to cut taxes for working families and eliminate burdensome taxes. She says she would back fiscal policy that frees working families from unnecessary taxes and opposes massive spending packages.
Pino says she wants lower costs and more access through competition, price transparency and choice, with patients able to see prices upfront and shop for care. She supports protecting people with pre-existing conditions, strengthening Health Savings Accounts, allowing insurance sales across state lines, and reducing regulations.
“Patients should know the price of care upfront, be able to shop for services, and keep more control over their healthcare decisions”
Pou says she is fighting to expand access to health care, lower prescription drug costs and protect the Affordable Care Act. She says she called on Congress to extend Affordable Care Act tax credits and led an amendment to protect Medicaid coverage for mothers and working families, which Republicans blocked.
Immigration and the borderPino: stated · Pou: no position
Rosie Pino (REP)
Pino says she supports a secure border, legal immigration and the rule of law, and backs President Trump's border security policies. She says Border Patrol and ICE should have the tools to arrest and deport violent criminals, and that anyone who commits serious crimes while here unlawfully should be removed.
“I believe in a secure border, legal immigration, and respect for the rule of law.”
Pino says she is pro-life and believes abortion should be rare and limited, with exceptions for rape, incest, or when the mother's life is at risk. She says she wants policies that help families feel financially and emotionally secure enough to raise children.
“I am proudly pro-life and believe abortion should be rare and limited, with exceptions in cases of rape, incest, or when the life of the mother is at risk.”
Pino says she wants to unleash American energy and restore energy independence, arguing that affordable energy lowers the cost of groceries, transportation, housing and utilities. She opposes relying on foreign countries for energy.
Pino says she supports fully funding law enforcement and opposes any effort to defund or weaken the police. She says officers should get the resources, training and backing they need.
“I support fully funding law enforcement, and I strongly oppose any effort to defund or weaken the police.”
Pou says she is fighting to increase funding for police departments and for programs that build community safety and trust. She also says she will always support funding for police and firefighters.
Pino says she supports school choice, including charter schools and education savings accounts, so funding follows the student. She wants a limited federal role with flexible funding to states and localities, and more career and technical education, apprenticeships and job training.
“I support school choice, including charter schools, education savings accounts, and policies that let funding follow the student”
Something wrong or missing? Each profile has an Accurate? button under every issue; a person reads every note.
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Paste a campaign text message you’ve received. Semblen marks the persuasion techniques in its wording and lists the factual claims it makes. Take your name out first: what you paste is analyzed and kept like any text.
Findings
As of 2026-10-29. Counts are of distinct ads; the same text run many times is one ad.
Ads analyzed
10 · started running between 2026-08-04 and 2026-10-27
$26,600–34,281 on all ads, $6,600–8,688 on flagged ads · Meta reports ranges; these are the sums of their ends
Example
“it’s time for New Jersey families to come first” — Glittering Generalities, paid for by Nellie Pou for Congress
· the flagged ad with the highest reported spend that shows the most common technique
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.
Follow Nellie Pou in office
Nellie Pou won. Get what Nellie Pou says in office by email, analyzed for rhetorical techniques, once sworn in. And an email if the result changes: a recount or a call reversed. One-click unsubscribe.
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Leaving out the softer ones (loaded language, glittering generalities, slogans, exaggeration, repetition): 10% of ads.
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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. People are shown with the employer and occupation they reported. A donor that is itself a political committee is shown with its own largest donors. Companies and nonprofits don't report their funders to the FEC, so the trail ends there, and the page says so.
$3.1M through 2026-10-14individuals $1.7M · PACs $1.2M · party $6,320 · from the candidate's other committees $159K · cash on hand $1.1M
Outside spending
$156K opposing Pou · $103K supporting Pou· latest reported 2026-10-26
Largest outside spenders
NO GOING BACK PAC INC.— $156K opposing PouTHE TURNOUT PROJECT— $92K supporting PouLargest donors:
GARDEN STATE FORWARD $1.0M (80%); GREATER NJ CARPENTERS PEC $250K (20%) (an organization: its own funders aren't reported to the FEC)THOMAS PAINE SOCIETY L.L.C.— $10K supporting PouGIVEGREEN UNITED ACTION— $236 supporting PouLargest donors:
LEAGUE OF CONSERVATION VOTERS, INC. $946K (40%) (an organization: its own funders aren't reported to the FEC); NRDC ACTION FUND INC. $922K (39%) (an organization: its own funders aren't reported to the FEC); LCV VICTORY FUND $500K (21%)BUILDING TOGETHER— $78 supporting Pouand 1 more
NATIONAL AIR TRAFFIC CONTROLLERS ASSOCIATION PAC $7,000
NATIONAL APARTMENT ASSOCIATION POLITICAL ACTION COMMITTEE $2,500
NATIONAL ASPHALT PAVEMENT ASSOCIATION POLITICAL ACTION COMMITTEE (NAPA-PAC) $6,000
NATIONAL ASSOCIATION OF INSURANCE AND FINANCIAL ADVISORS POLITICAL ACTION COMM $10K
NATIONAL ASSOCIATION OF MORTGAGE BROKERS PAC $1,000
NATIONAL ASSOCIATION OF POSTAL SUPERVISORS PAC $1,000
NATIONAL ASSOCIATION OF REALTORS POLITICAL ACTION COMMITTEE $5,000
NATIONAL AUTOMOBILE DEALERS ASSOCIATION POLITICAL ACTION COMMITTEE $10K
NATIONAL BEER WHOLESALERS ASSOCIATION POLITICAL ACTION COMMITTEE $3,000
NATIONAL BUSINESS AVIATION ASSOCIATION INC POLITICAL ACTION COMMITTEE (NBAA-PAC) $1,000
NATIONAL COALITION OF TURKISH AMERICAN WOMEN'S PAC $3,500
NATIONAL COMMUNITY PHARMACISTS ASSOCIATION - PAC $1,000
NATIONAL COTTON COUNCIL OF AMERICA COMMITTEE FOR THE ADVANCEMENT OF COTTON $2,500
NATIONAL EMERGENCY MEDICINE POLITICAL ACTION COMMITTEE / AMERICAN COLLEGE OF EMERGENCY PHYSICIANS $1,500
NATIONAL MULTIFAMILY HOUSING COUNCIL AND REAL ESTATE TECHNOLOGY AND TRANSFORMATION CENTER POLITICAL ACTION COMMITTEE (NMHC PAC) $4,500
NATIONAL RURAL ELECTRIC COOPERATIVE ASSOCIATION AMERICA'S ELECTRIC COOPERATIVES PAC $2,500
NATIONAL RURAL LETTER CARRIERS' ASSOCIATION POLITICAL ACTION COMMITTEE $2,500
NATIONAL STONE, SAND & GRAVEL ASSOCIATION ROCKPAC $2,500
NATIONAL UTILITY CONTRACTORS ASSOCIATION LEGISLATIVE INFORMATION AND ACTION COMMITTEE $1,000
NEA FUND FOR CHILDREN AND PUBLIC EDUCATION $2,000
NEW DEMOCRAT COALITION ACTION FUND $8,500
NEW JERSEY STATE FIREFIGHTER'S MUTUAL BENEVOLENT ASSOCIATION $1,000
NEW YORK LIFE INSURANCE COMPANY POLITICAL ACTION COMMITTEE $10K
NIKKI FOR CONGRESS $1,000
NO VOTE LEFT BEHIND PAC $1,000
NORFOLK SOUTHERN CORPORATION GOOD GOVERNMENT FUND $2,000
NORTH AMERICA'S BUILDING TRADES UNIONS POLITICAL EDUCATIONAL FUND $1,000
NOVARTIS CORPORATION POLITICAL ACTION COMMITTEE $1,500
NOVO NORDISK INC. PAC (NOVO NORDISK PAC) $1,000
O PAC $1,000
OUR FIGHT OUR FUTURE $1,000
PAC A PUNCH $1,000
PAC FOR GOOD $1,000
PAC IN THE SADDLE $2,000
PAC OF APPLES $2,000
PAC TO THE FUTURE $5,000
PAM'S LIST $334
PARK FOR ASSEMBLY $1,000
PASSAIC COUNTY EDUCATION ASSOCIATION PAC (PCEA PAC) $500
PETE AGUILAR FOR CONGRESS $4,000
PFIZER INC. PAC $3,500
PLANNED PARENTHOOD ACTION FUND INC PAC, DBA PLANNED PARENTHOOD FEDERAL PAC $5,000
POLITICAL ACTION COMMITTEE OF THE INTERNATIONAL ALLIANCE OF THEATRICAL STAGE EMPLOYEES $2,000
POLSINELLI PAC $1,500
POPULAR HOPE & RENEWAL PAC $250
PROFESSIONAL AVIATION SAFETY SPECIALISTS PAC $2,000
PROGRESSIVE TURNOUT PROJECT $5,000
PRUDENTIAL FINANCIAL INC. FEDERAL POLITICAL ACTION COMMITTEE (AKA - PRUDENTIAL FEDERAL PAC) $7,500
PUBLIC SERVICE ENTERPRISE GROUP INC. POLITICAL ACTION COMMITTEE (PEGPAC) $3,500
PUGET PAC $6,500
PURPOSE PAC $10K
QUEST DIAGNOSTICS INCORPORATED POLITICAL ACTION COMMITTEE $10K
READY TO FIGHT PAC $1,000
REBUILD AMERICA PAC $1,000
RESILIENT MAJORITY PAC $2,000
REWORLD WASTE, LLC POLITICAL ACTION COMMITTEE (REWORLD WASTE PAC) $1,000
RICHARD E NEAL FOR CONGRESS COMMITTEE $2,000
ROBERT GARCIA FOR CONGRESS $1,000
ROOTED & READY PAC $1,000
SAMSUNG ELECTRONICS AMERICA INC POLITICAL ACTION COMMITTEE $2,000
SANOFI US SERVICES INC. EMPLOYEES' POLITICAL ACTION COMMITTEE $1,000
SCHAKOWSKY FOR CONGRESS $2,000
SCHNEIDER FOR CONGRESS $2,000
SECURE PAC $1,000
SEIU COPE (SERVICE EMPLOYEES INTERNATIONAL UNION COMMITTEE ON POLITICAL EDUCATION) $10K
SELECTIVE INSURANCE COMPANY OF AMERICA POLITICAL ACTION COMMITTEE $1,000
SERVING OUR COUNTRY (SOC) PAC $4,500
SHAMA HAIDER FOR ASSEMBLY $500
SHARICE FOR CONGRESS $2,000
SHORE PAC $6,000
SILICORN VALLEY PAC $4,000
SILVIA CATALAN CULNAN FOR COUNCIL $1,000
SMART TD PAC $3,000
SOUTHERN MINNESOTA BEET SUGAR COOPERATIVE POLITICAL ACTION COMMITTEE $1,000
SOUTHWEST AIRLINES PILOTS ASSOCIATION POLITICAL ACTION COMMITTEE (SWAPA PAC) $2,500
SPIKE PAC $5,000
STANTON FOR CONGRESS $2,500
STOP GUN VIOLENCE PAC $2,500
STOP PROJECT 2025 $10K
STRICKLAND FOR WASHINGTON $4,000
SUGAR CANE GROWERS COOPERATIVE OF FLORIDA (PAC) $500
SUNFLOWER SEEDS PAC $1,000
SUNSHINE ORGANIZATION FOR TREMENDOUS OPPORTUNITIES PAC $3,000
T-MOBILE US, INC. POLITICAL ACTION COMMITTEE (T-PAC) $3,000
TARGET CORPORATION CITIZENS POLITICAL FORUM (TARGETCITIZENS POLITICAL FORUM) $1,000
TED LIEU FOR CONGRESS $2,000
TERESA FOR ALL $1,000
THE BLUE RESISTANCE $1,000
THE CIGNA GROUP EMPLOYEE POLITICAL ACTION COMMITTEE $1,000
THE COUNCIL OF INSURANCE AGENTS & BROKERS POLITICAL ACTION COMMITTEE $6,000
THE HOME DEPOT INC. POLITICAL ACTION COMMITTEE $5,000
THE TRAVELERS COMPANIES, INC. POLITICAL ACTION COMMITTEE (T-PAC) $2,500
TOMORROW PAC $2,000
TOYOTA MOTOR NORTH AMERICA, INC POLITICAL ACTION COMMITTEE (TOYOTA/LEXUS PAC) $3,000
TRANSAMERICA CORPORATION PAC $2,000
TRANSPORT WORKERS UNION OF AMERICA POLITICAL CONTRIBUTIONS COMMITTEE $3,500
TRANSPORTATION TRADES DEPARTMENT AFL-CIO POLITICAL ACTION COMMITTEE (TTD/PAC) $500
TRI-STATE MAXED-OUT WOMEN $9,500
TRIED-AND-TRUE PAC $2,500
TROY CARTER FOR CONGRESS $1,000
TURKISH AMERICAN COALITION PAC- TAC-PAC $2,600
UA UNION PLUMBERS & PIPEFITTERS VOTE! PAC (UNITED ASSOCIATION OF JOURNEYMEN AND APPRENTICES OF THE PLUMBING & PIPEFITTING INDUSTRY OF THE UNITED STATES AND CANADA) $5,000
UNION PACIFIC CORP. FUND FOR EFFECTIVE GOVERNMENT $2,000
UNITED AIRLINES, INC. POLITICAL ACTION COMMITTEE (UAPAC) $1,000
UNITED PARCEL SERVICE, INC. PAC (UPSPAC) $3,000
UNITED POSTMASTERS AND MANAGERS OF AMERICA POLITICAL FUND $3,500
UNITEDHEALTH GROUP INCORPORATED PAC (UNITEDHEALTH GROUP PAC) $1,000
UPLIFT PAC $2,000
VERIZON COMMUNICATIONS, INC. POLITICAL ACTION COMMITTEE (VERIZON PAC) $2,000
VERTEX PHARMACEUTICALS INCORPORATED POLITICAL ACTION COMMITTEE $1,000
VICTORY IN NOVEMBER ELECTION PAC $1,000
WAKEFERN FOOD CORP. POLITICAL ACTION COMMITTEE $4,000
WALMART INC. PAC FOR RESPONSIBLE GOVERNMENT $3,000
WELLS FARGO AND COMPANY EMPLOYEES GOOD GOVERNMENT FEDERAL FUND II $1,000
WILLAMETTE VALLEY PAC $500
WILLIAMS AND JENSEN, PLLC POLITICAL ACTION COMMITTEE $500
WIN THE HOUSE NOW PAC $2,000
WINE AND SPIRITS WHOLESALERS OF AMERICA, INC. POLITICAL ACTION COMMITTEE $2,250
Paid for by PINO FOR CONGRESSfrom 2026-10-27spend $0–991,000–1,999 impressions
Proud mom, wife, educator, cancer survivor, community leader, and Clifton City Councilwoman. Republican running for New Jersey's 9th Congressional District to fight for the working class and unleash the American Dream
Glittering Generalities: Uses vague, emotionally positive slogans like 'the American Dream' and 'fight for the working class' without any specific policy content.
Nellie Pou won. Get what Nellie Pou says in office by email, analyzed for rhetorical techniques, once sworn in. And an email if the result changes: a recount or a call reversed. One-click unsubscribe.
Confirming also makes your free Semblen account, with a 14-day Pro trial. No card.
Paid for by PINO FOR CONGRESSfrom 2026-10-162 variantsspend $0–1983,000–4,998 impressions
Join in for a Grassroots Fundraiser in Passaic! 🇺🇸
Happening,
🗓️ Monday, October 19, 2026 at 6:30 PM
📍 Location (570 Main Ave, Passaic, NJ)
🎟️ Tickets: $75/person (Sponsorships from $500–$3,500 available)
Every dollar fuels our movement to bring strong representation to NJ-09.
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 PINO FOR CONGRESSfrom 2026-10-132 variantsspend $0–1983,100–4,998 impressions
I’m very proud to be the daughter of immigrants. That’s why this issue is deeply personal to me.
Our immigrant communities are the heart of New Jersey. They deserve a leader who truly understands their journey, respects their sacrifices, and makes sure they always have a strong voice and a seat at the table in Congress.
Glittering Generalities: Vague, emotionally positive praise of a group and place that carries no specific substance. Flagged: “Our immigrant communities are the heart of New Jersey.”.
Paid for by PINO FOR CONGRESSfrom 2026-10-085 variantsspend $600–1,095108,000–124,995 impressions
Showing up for our community is what I’ve always done and I’m ready to bring that same commitment to Washington.
From the School Board to City Council, it’s always been about listening, working hard, and being there for the people I serve.
I’m Rosie Pino, and I’m asking for your vote of confidence.
🗳️ Vote Rosie Pino for Congress
📍 Find me at 2A on your ballot
📅 Election Day: November 3, 2026
Share this video and help us spread the word!
Glittering Generalities: Vague, positive words like 'commitment' and 'showing up for our community' sound noble but state no specific policy or action.
Paid for by PINO FOR CONGRESSfrom 2026-09-30spend $0–996,000–6,999 impressions
You work hard every day to provide for your family in Paterson, but every trip to the grocery store or utility bill feels heavier than the last.
Politicians in Washington keep spending billions and calling it “help”—while working families pay the price through out-of-control inflation.
Rosie Pino knows the value of hard work. In Congress, Rosie will fight to:
Cut taxes for working families so you keep more of your paycheck.
Stop wasteful government spending that drives up everyday costs.
Unleash American energy to lower gas, electric, and grocery bills.
It’s time for an economy that rewards your sacrifice, not government overreach.
Loaded Language: Emotionally charged phrasing like 'out-of-control inflation' and the sarcastic scare quotes around 'help' push a negative reaction rather than convey facts.
Name Calling: Lumps 'Politicians in Washington' together as a discredited group, implying they deceptively mislabel wasteful spending.
Glittering Generalities: Vague, positive appeal to 'the value of hard work' that sounds noble but carries no specific substance.
Black-and-White Fallacy: Frames the choice as either a rewarding economy or government overreach, ignoring any middle ground. Flagged: “rewards your sacrifice, not government overreach”.
Glittering Generalities: Vague, positive slogan-like phrasing about putting families first with no specifics on how costs will be lowered. Flagged: “it’s time for New Jersey families to come first”.
Paid for by Congresswoman Nellie Poufrom 2026-08-04 to 2026-09-04spend $20,000–24,9991,000,000+ impressions
In Congress, Representative Nellie Pou secured millions for our community
- Improving public safety
- Fixing our roads
- Upgrading parks
- Reducing flooding
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 NJ; or it ran mostly in NJ 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 rhetorical 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. Running a check and seeing its verdicts are part of Semblen Pro, because each check costs money to run; anyone can see which claims an ad makes. 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.