Wisconsin Governor 2026: the ads, and who's paying for them
Tom Tiffany (Republican) and David Crowley (Democrat) are the candidates for governor of Wisconsin in the November 3, 2026 general election. Semblen has analyzed 51 ads in this race; 39 used at least one manipulation technique, most often loaded language and name calling.
Tom Tiffany (REP), David Crowley (DEM).
On the ballot as listed by Ballotpedia. 51 ads analyzed, 39 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.
37 of 49 (76%) flagged · Loaded Language (26), Name Calling (20), Appeal to Fear (19)
YouTube
2 of 2 flagged · Appeal to Fear (1), Appeal to Prejudice (1), Black-and-White Fallacy (1)
Reported Meta spend
$71,200–112,963 on all ads, $64,400–99,027 on flagged ads · Meta reports ranges; these are the sums of their ends
Example
“bragged” — Loaded Language, paid for by Tiffany for Wisconsin
· the flagged ad with the highest reported spend that shows the most common technique
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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.
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Each side is the campaign plus the groups backing it. How a group is placed is explained below the table.
Side
Ads
With at least one technique
Most common
Tiffany (R)
17
14 of 17 (82%)
Loaded Language (12), Appeal to Prejudice (9), Name Calling (9)
All from the campaign; no ads here from groups placed on this side.
Crowley (D)
11
8 of 11 (73%)
Loaded Language (6), Name Calling (6), Appeal to Fear (4)
Crowley's campaign
10
7 of 10 (70%)
Loaded Language (6), Name Calling (5), Appeal to Fear (4)
1 group backing Crowley
1
1 of 1
False Urgency (1), Name Calling (1)
Not placed on a side (6 sponsors)
23
17 of 23 (74%)
Loaded Language (9), Appeal to Fear (8), Black-and-White Fallacy (7)
Read this before comparing the sides. Ads that attack an opponent use these techniques far more often than ads that introduce a candidate, whoever runs them, so the side running more attack ads shows a higher share. A technique is about wording, not about whether an ad is true. These are online ads only (Meta and YouTube), not television.
Appeal to Prejudice (1), Black-and-White Fallacy (1), Card Stacking (1)
How a group is placed: by its own filings with the Federal Election Commission. A group is with a candidate when it reported spending to support that candidate, or to oppose the other one in the general election. The parties' own committees are with their nominee. Spending against a candidate in a primary places a group nowhere, and neither does our reading of its ads: a group with no such filing is listed as not placed. The sponsor table gives the reason for each.
Decide what counts
Not everyone would call every technique manipulation. Untick the ones you'd call ordinary persuasion and the count updates.
76% of the 51 ads here use at least one of the techniques ticked below (39 ads).
Leaving out the softer ones (loaded language, glittering generalities, slogans, exaggeration, repetition): 69% 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.
illegal immigrantin 6 ads· e.g. “illegal immigrants”, “bragged about being an "accomplice" to illegal immigrants”
accomplicein 5 ads· e.g. “accomplice”, “bragged about being an "accomplice" to illegal immigrants”
MAGAin 5 ads· e.g. “MAGA billionaires”, “MAGA Republicans”
moneyin 5 ads· e.g. “dark money groups”, “hard-earned money”
sanctuaryin 4 ads· e.g. “sanctuary state”, “California-style sanctuary policies”
affordin 3 ads· e.g. “Wisconsin can't afford David Crowley as governor”, “can't afford”
agendain 3 ads· e.g. “tax-and-spend agenda”, “David Crowley's tax-and-spend agenda”
buyin 3 ads· e.g. “buy this election”, “buy Wisconsin”
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Money in this race
Candidates for governor report their fundraising to Wisconsin's state campaign-finance office, not the FEC. This page doesn't cover those reports yet, so it shows no money figures.
The ads
51 ads, newest first. Video transcripts are shown as the model read them, without caption cues like [music].
President Barack Obama
Paid for by David Crowley for Wisconsinvideo · 0:48from 2026-10-08
Hi, this is Barack Obama. I've known a lot of leaders, but I haven't known many like David Crowley. David's life story is about overcoming adversity and his life's work is about bringing people together.
Like me, David started out as a community organizer and he happens to be a girl dad, too. David and his wife Erica are raising three daughters in public schools. As the leader of Wisconsin's largest county, he created jobs and balanced the budget.
And as governor, David will fight to make Wisconsin more affordable so that you're paying less at the pump, at the doctor's office, and less at the end of the month. There is nobody better to lead Wisconsin forward so vote David Crowley for governor.
Glittering Generalities: The promise to make Wisconsin 'more affordable' is a vague, emotionally positive pledge without specific policy substance — for example: make Wisconsin more affordable and lead Wisconsin forward.
Exaggeration/Hyperbole: The absolute superlative claim that there is 'nobody better' is an overstatement beyond what evidence supports — for example: 'There is nobody better to lead Wisconsin forward'
Glittering Generalities
Exaggeration/Hyperbole
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.
Paid for by Crowley for Wisconsinfrom 2026-10-0818 variantsspend $100–1,8828,600–18,782 impressions
Thank you, President Obama, for your kind words. I am deeply honored to have your support in this race to be Wisconsin’s next 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 DEMOCRATIC PARTY OF WISCONSINfrom 2026-10-08spend $0–99100–999 impressions
🚨 Poll alert! 🚨
David Crowley and MAGA extremist Tom Tiffany are separated by just ONE point.
This race will be decided on the thinnest of margins, and we need your help to maintain the lead.
Will you chip in $5 before 11:59 PM to help us beat our $100,000 grassroots fundraising goal and keep Wisconsin Blue this November?
Name Calling: Tom Tiffany is labeled 'MAGA extremist' as a derogatory label to discredit him rather than address his positions — for example: MAGA extremist
False Urgency: The emphasis on 'just ONE point' (with capitalization for dramatic effect) creates artificial urgency to pressure readers into action — for example: just ONE point
Name Calling
False Urgency
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 Restoration of Americafrom 2026-10-07spend $0–991,000–1,999 impressions
Wisconsin Dems Voted to Trans Kids Forever. Is This Life Under David Crowley?
https://restoration-news.com/wisconsin-dems-voted-to-trans-kids-forever-is-this-life-under-david-crowley
Loaded Language: The phrase 'Trans Kids Forever' uses emotionally charged, provocative language designed to trigger a reaction rather than describe a policy accurately — for example: 'Trans Kids Forever'
Name Calling: Referring to Democratic legislators solely as 'Dems' in a dismissive, derogatory framing to discredit rather than describe their position — for example: 'Wisconsin Dems'
Appeal to Fear: The phrase 'Is This Life Under David Crowley?' frames governance under a named official as an ominous, threatening existence, creating anxiety about consequences — for example: 'Is This Life Under David Crowley?'
Loaded Language
Name Calling
Appeal to Fear
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Restoration of America Pacfrom 2026-10-0712 variantsspend $500–1,68834,200–49,988 impressions
David Crowley stood in the Milwaukee County Courthouse and said the land we live on was taken from its "rightful stewards."
So who does he think Wisconsin belongs to?
He wants to be your governor but doesn't think we should be here...
Vote NO on David Crowley.
Appeal to Prejudice: The rhetorical question implies that someone is claiming ownership or authority over Wisconsin in a way that excludes a particular group, invoking in-group/out-group identity around who 'belongs' in or controls the state — for example: 'who does he think Wisconsin belongs to?'
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 Restoration of America Pacfrom 2026-10-0712 variantsspend $800–1,98849,100–60,988 impressions
Is this who you want running Wisconsin?
David Crowley claims Wisconsin was taken from its "rightful stewards." Then he asks you to make him governor. Typical politician. Total phony.
Don't elect him governor.
Appeal to Fear: The rhetorical question implies a threat or danger in having this person run Wisconsin, prompting anxiety without providing specific evidence — for example: 'Is this who you want running Wisconsin?'
Card Stacking: The sentence selectively frames Crowley's statement about 'rightful stewards' as disqualifying while ignoring any context or merit behind the claim, then juxtaposes it with his gubernatorial ambition to imply hypocrisy — for example: 'claims Wisconsin was taken from its "rightful stewards." Then he asks you to make him governor'
Name Calling: The labels 'Typical politician' and 'Total phony' are derogatory dismissals used to discredit Crowley without engaging with his actual positions or arguments — for example: 'Typical politician. Total phony.'
Appeal to Fear
Card Stacking
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 Restoration of America Pacfrom 2026-10-0710 variantsspend $0–9901,900–10,990 impressions
A $10.4 million property tax increase does not happen by accident. It is a budget decision, year over year.
Before early voting starts, look at how David Crowley has handled taxes, spending and public safety as county executive.
His record speaks for itself.
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 Restoration of America Pacfrom 2026-10-0711 variantsspend $0–1,0894,700–14,989 impressions
Milwaukee County is projected to be $50.8 million short in 2027. That gap doesn't close itself. It closes through higher taxes, cuts to county services, or both.
Before you vote, get the facts on David Crowley and his poor track record.
Loaded Language: The phrase 'poor track record' uses negatively charged language to frame the subject unfavorably rather than presenting neutral facts — for example: poor track record
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 Tiffany for Wisconsinfrom 2026-10-0617 variantsspend $8,200–11,083558,100–684,983 impressions
Democrat David Crowley bragged about being an “accomplice” to illegal immigrants.
He pledged total protection for illegals in jail while supporting taxpayer-funded benefits for them too.
Don’t let Crowley turn Wisconsin into the next sanctuary state!
Loaded Language: The word 'bragged' is emotionally charged, implying arrogance or wrongdoing rather than neutral reporting, and 'illegal immigrants' is a politically loaded term chosen to trigger a negative reaction — for example: "bragged about being an "accomplice" to illegal immigrants".
Name Calling: Using 'illegals' as a noun to label a group of people is a derogatory label intended to discredit and dehumanize rather than inform — for example: 'illegals'
Appeal to Prejudice: Framing taxpayer-funded benefits for undocumented immigrants as an affront exploits in-group/out-group identity by implying 'our' tax money is being taken for 'them' — for example: 'taxpayer-funded benefits for them too'
Appeal to Fear: Creates anxiety about Wisconsin becoming a sanctuary state to pressure readers into opposing Crowley — for example: 'turn Wisconsin into the next sanctuary state'
False Urgency: The imperative 'Don't let' combined with an exclamation mark creates artificial urgency to prevent deliberation — for example: 'Don't let Crowley turn Wisconsin into the next sanctuary state!'
Loaded Language
Name Calling
Appeal to Prejudice
Appeal to Fear
False Urgency
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Forward Solutions LLCfrom 2026-10-06spend $0–994,000–4,999 impressions
Tom Tiffany owns the affordability crisis. While Wisconsin families pay more for groceries, housing, and healthcare, he’s making life easier for his billionaire donors.
#wisconsin #politics #madison #milwaukee #eauclaire
Loaded Language: The phrase 'owns the affordability crisis' uses emotionally charged framing to assign personal blame and moral responsibility to Tiffany in a provocative way — for example: 'owns the affordability crisis'
Appeal to Prejudice: Invokes 'Wisconsin families' as an in-group of ordinary people being harmed, contrasted with out-group 'billionaire donors' to stoke class-based resentment — for example: 'Wisconsin families'
Scapegoating: Blames Tiffany alone for the complex, multi-causal affordability crisis affecting groceries, housing, and healthcare — for example: 'he's making life easier for his billionaire donors'
Black-and-White Fallacy: Presents only two sides: ordinary Wisconsin families suffering versus Tiffany helping billionaire donors, leaving no room for nuance or alternative explanations — for example: "While Wisconsin families pay more for groceries, housing, and healthcare, he's making life easier for his billionaire donors".
Loaded Language
Appeal to Prejudice
Scapegoating
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 Tiffany for Wisconsinfrom 2026-10-0617 variantsspend $4,600–6,683429,100–504,083 impressions
David Crowley made his choice clear: he stands with illegal immigrants, not you.
Crowley vowed to act as an “accomplice” to illegals and block local police from cooperating with immigration enforcement.
He even pledged to enact sanctuary policies statewide and give them taxpayer-funded benefits.
Defeat David Crowley before he puts illegal immigrants ahead of Wisconsin.
Black-and-White Fallacy: The sentence presents only two options — standing with 'illegal immigrants' or standing with 'you' (the reader) — implying no middle ground or nuanced policy position is possible — for example: 'he stands with illegal immigrants, not you'
Appeal to Prejudice: The phrase 'not you' directly addresses the reader as part of an in-group being betrayed, exploiting identity and loyalty to create an us-vs-them dynamic — for example: 'he stands with illegal immigrants, not you'
Loaded Language: The term 'illegal immigrants' is used as an emotionally charged label designed to trigger a negative reaction and frame the subject's position as a betrayal — for example: 'illegal immigrants'
Scapegoating: The sentence implicitly frames immigrants as an out-group whose interests are in opposition to the reader's, suggesting that supporting them is a betrayal of the public — for example: 'he stands with illegal immigrants, not you'
Name Calling: The word 'accomplice' frames Crowley's stated policy position as criminal complicity, discrediting him through association with criminality rather than engaging with his argument — for example: accomplice
Appeal to Fear: The sentence creates anxiety about a dire consequence (immigrants being prioritized over Wisconsin residents) to pressure voters into opposing Crowley — for example: 'before he puts illegal immigrants ahead of Wisconsin'
False Urgency: The word 'before' implies imminent harm that must be stopped immediately, creating artificial time pressure to act against Crowley — for example: 'Defeat David Crowley before'
Black-and-White Fallacy
Appeal to Prejudice
Loaded Language
Scapegoating
Name Calling
Appeal to Fear
False Urgency
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Ray For Wisconsinfrom 2026-10-062 variantsspend $400–59822,000–27,998 impressions
If you’re concerned about data centers and protecting our natural resources, my record speaks for itself. Politicians like Tom Tiffany claim they want to repeal the data center tax credits passed by their own party, but refuse to commit to voting for data center regulations that protect our land and water, demand good wages for construction workers, and require big tech companies to cover the cost of their infrastructure.
I pushed for a data center moratorium in Bayfield County because we are drafting new zoning codes that will regulate data centers. From Bayfield to Madison, the public has been very clear about this issue; we want a pause on these new developments that impact our land, water, and communities.
My opponent’s record is a different story. He is recruited, funded, and endorsed by a prominent data center lawyer who cast the only “NO” vote against Polk County’s recently approved data center moratorium. He has taken campaign cash from big utility company PACs such as WE Energies, Alliant, and the Wisconsin Electric Cooperative Association. He even voted against DNR oversight on new power lines, streamlining the process for data center companies to buy up farmland for their new high-voltage infrastructure.
I am going to Madison to represent the people, not the utility companies. Vote Charly Ray on November 3rd to stand up to big tech and their data centers.
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 Forward Solutions LLCfrom 2026-10-06spend $0–99100–999 impressions
Two billionaire families are spending $51 million to buy Wisconsin ahead of the 2028 elections.
We have to support @crowleyforwi to prevent election denier Tom Tiffany from being in charge of certifying our elections.
#wisconsin #news #politics #elonmusk #billionaire
Loaded Language: The phrase 'buy Wisconsin' uses emotionally charged language implying corruption and the commodification of democracy rather than neutral reporting on political spending — for example: 'buy Wisconsin'
Name Calling: The label 'election denier' is used as a derogatory tag to discredit Tom Tiffany rather than addressing his positions substantively — for example: 'election denier Tom Tiffany'
Appeal to Fear: The sentence creates anxiety about the dire consequence of Tiffany being 'in charge of certifying our elections,' implying a threat to electoral integrity to compel action — for example: 'prevent election denier Tom Tiffany from being in charge of certifying our elections'
False Urgency: The phrase 'We have to support' implies an imperative, non-negotiable need to act immediately, creating artificial pressure — for example: 'We have to support'
Loaded Language
Name Calling
Appeal to Fear
False Urgency
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Crowley for Wisconsinfrom 2026-10-062 variantsspend $400–59885,000–99,998 impressions
I don't know if you've heard but billionaires are trying to buy this election for Tom Tiffany.
But money power is no match for people power.
On November 3rd, we're going to show up at the polls and prove that WI won't be bought.
Loaded Language: The phrase 'buy this election' uses emotionally charged language implying corruption and illegitimacy rather than neutral description of campaign financing — for example: buy this election
Appeal to Fear: The claim that billionaires are trying to 'buy' the election creates anxiety about democratic integrity being undermined, implying a dire threat to fair elections — for example: billionaires are trying to buy this election
Scapegoating: Billionaires as a class are singled out as the source of electoral corruption, assigning blame to a specific group for a complex systemic issue — for example: billionaires are trying to buy this election
Appeal to Prejudice: The phrase 'we're going to show up' invokes in-group identity, implying a unified 'us' (Wisconsin voters) standing against outside money or influence — for example: WI won't be bought
Loaded Language
Appeal to Fear
Scapegoating
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 Hunter Nation, Inc.from 2026-10-06 to 2026-10-08spend $0–9910,000–14,999 impressions
An Evening With Ted Nugent - Join Ted Nugent and Hunter Nation for a special evening celebrating hunters, conservation, and outdoor heritage.
Join Hunter Nation in Green Bay for an evening dedicated to protecting our hunting heritage and bringing Wisconsin sportsmen together. Hear from Hunter Nation leadership and special guests, connect with fellow sportsmen, and be part of the conversation about the future of hunting in Wisconsin.
FEATURED GUESTS: Ted Nugent, Keith Mark, Tom Tiffany
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 Restoration of Americafrom 2026-10-06 to 2026-10-073 variantsspend $0–2971,200–3,997 impressions
Where does David Crowley stand on data centers? In his words, Wisconsin should be a data hub “for the entire globe.” Asked to pause new data centers, David Crowley said no. In writing. No limit on how many come to Wisconsin.
Don't let David Crowley turn Wisconsin into the world's data center.
Appeal to Fear: The sentence frames a policy outcome as a threat that must be stopped, creating anxiety about Wisconsin being overwhelmed or exploited — for example: 'Don't let David Crowley turn Wisconsin into the world's data center'
False Urgency: The imperative 'Don't let' implies immediate action is required to prevent an imminent harmful outcome — for example: 'Don't let David Crowley turn Wisconsin into the world's data center'
Exaggeration/Hyperbole: Claiming Wisconsin would become 'the world's data center' is an extreme overstatement used to amplify the perceived threat — for example: 'the world's data center'
Appeal to Fear
False Urgency
Exaggeration/Hyperbole
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Conspiracy Appeal: The phrase implies that Tom Tiffany is deliberately hiding information from the public, suggesting a hidden agenda or secret — for example: 'doesn't want you to know'
Conspiracy Appeal
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Loaded Language: The phrase 'can't afford' frames Crowley as a costly danger to Wisconsin, using emotionally charged economic language to trigger alarm rather than convey a specific fact — for example: 'Wisconsin can't afford David Crowley as governor'
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 Chamber of Mothers - Wisconsin Chapterfrom 2026-10-06spend $0–991,000–1,999 impressions
Childcare, Paid Leave, and Maternal Health are VOTING ISSUES. Full stop.
Childcare, Paid Leave, and Maternal Health are POLICY CHOICES. Full stop.
These are issues deeply impacting Wisconsin families—not in some theoretical way, but in real, day-to-day experiences. The effects are felt at home, in our communities, and at businesses.
So we asked gubernatorial candidates David Crowley and Tom Tiffany where they stand. Here’s how they responded.
Make it known—on Nov. 3rd, vote for candidates who will prioritize YOU.
Read where candidates stand at bit.ly/2026-WI-Midterms and share!
#votewisconsin #wisconsinfamily #childcare #paidfamilyleave #maternalhealth
Appeal to Prejudice: The capitalized 'YOU' appeals to the reader's in-group identity, implying current candidates do not prioritize ordinary people and flattering the reader as the deserving recipient of political attention — for example: 'candidates who will prioritize YOU'
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 Forward Solutions LLCfrom 2026-10-06spend $0–992,000–2,999 impressions
Tom Tiffany says he doesn’t care about union support because he’s not worried about the “kingpins.”
So I went to Milwaukee’s Labor Day parade to see if I could find one. Turns out, I found a whole lot of Wisconsinites who work for a living.
#wisconsin #labor #politics #democrats
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 Tiffany for Wisconsinfrom 2026-10-0620 variantsspend $8,300–11,080348,300–428,080 impressions
David Crowley wants to import California-style sanctuary policies directly to Wisconsin!
From banning immigration enforcement to expanding their benefits, Crowley is putting illegal immigrants over Wisconsin citizens.
We need law and order, not a self-proclaimed “accomplice” to criminals.
Loaded Language: The phrase 'California-style sanctuary policies' uses 'California' as a politically charged label designed to trigger negative associations in a Wisconsin audience, framing the policy as foreign and unwanted — for example: 'California-style sanctuary policies'
Appeal to Prejudice: The framing implies that California's policies are alien to Wisconsin's identity and values, exploiting regional in-group/out-group sentiment to suggest the policy does not belong — for example: 'import California-style sanctuary policies directly to Wisconsin'
Black-and-White Fallacy: The sentence frames the situation as a binary choice where Crowley is either for illegal immigrants or for Wisconsin citizens, ignoring any nuanced policy positions — for example: putting illegal immigrants over Wisconsin citizens
Scapegoating: The sentence implies that immigrants are the cause of harm to Wisconsin citizens and that Crowley's policies prioritize them at citizens' expense — for example: putting illegal immigrants over Wisconsin citizens
Glittering Generalities: The phrase 'law and order' is used as a vague, emotionally positive rallying call without specifying any concrete policy or meaning — for example: 'law and order'
Loaded Language
Appeal to Prejudice
Black-and-White Fallacy
Scapegoating
Glittering Generalities
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Black-and-White Fallacy: The sentence presents a binary choice implying Crowley must choose between data centers and people, ignoring any nuance or middle ground — for example: 'chooses data centers over people'
Name Calling: The framing functions as a derogatory label against Crowley, characterising him as someone who prioritises corporate infrastructure over human welfare without substantiation — for example: 'David Crowley chooses data centers over people'
Appeal to Fear: The phrase 'can't afford' implies dire consequences for Wisconsin if Crowley remains in his position, creating anxiety to drive a specific political response — for example: 'Wisconsin can't afford David Crowley'
Loaded Language: The word 'afford' is used in an emotionally charged way to suggest Crowley is a costly burden or danger to the state — for example: 'can't afford'
Black-and-White Fallacy
Name Calling
Appeal to Fear
Loaded Language
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Loaded Language: The phrase 'buy this election' uses emotionally charged language implying corruption and illegitimacy — for example: buy this election
Appeal to Prejudice: Contrasts 'billionaires' as an out-group with 'Wisconsinites' as an in-group to foster local identity and resentment — for example: Wisconsinites can't be bought
Scapegoating: Blames billionaires as a singular group for attempting to corrupt the democratic process — for example: the billionaires backing him are trying to buy this election
Name Calling: Uses 'billionaires' as a derogatory label to discredit Tom Tiffany by association rather than addressing policy — for example: the billionaires backing him
Loaded Language
Appeal to Prejudice
Scapegoating
Name Calling
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Black-and-White Fallacy: The sentence frames the choice as binary — either data centers or people — implying no middle ground or nuanced policy position exists — for example: "chooses data centers over people".
Black-and-White Fallacy
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Appeal to Fear: The phrase 'raise the cost of your healthcare' is designed to trigger anxiety about personal financial harm from healthcare expenses — for example: 'raise the cost of your healthcare'
Card Stacking: The juxtaposition of a vote harming ordinary people's healthcare with a tax break for data centers implies corrupt prioritization without providing context or counterarguments about either policy — for example: 'gave a tax break to data centers'
Appeal to Fear
Card Stacking
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Appeal to Fear: The phrase implies a direct personal threat to the reader's finances to provoke anxiety — for example: 'Higher taxes for you'
Card Stacking: Presents only one side of a policy decision without context or counterargument, implying unfairness by omitting any justification — for example: 'Tax breaks for data centers'
Black-and-White Fallacy: Frames the policy choice as a binary between data centers and people, ignoring any nuance or broader rationale — for example: 'chooses data centers over people'
Name Calling: Uses the framing to implicitly label David Crowley as someone who betrays ordinary people in favor of corporate interests — for example: 'David Crowley chooses data centers over people'
Appeal to Fear
Card Stacking
Black-and-White Fallacy
Name Calling
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Appeal to Fear: The short, punchy claim implies the audience will personally suffer higher taxes, creating anxiety to drive a reaction — for example: 'Higher taxes for you'
Card Stacking: Presents only one side of a policy decision — the benefit to data centers — while omitting any context about why such tax policy might exist or what broader economic effects it may have — for example: 'Tax breaks for data centers'
Black-and-White Fallacy: Frames the policy choice as a binary between data centers and people, ignoring any nuance or possibility that the policy could benefit both — for example: 'chooses data centers over people'
Name Calling: Uses Crowley's name in a derogatory framing that labels him as someone who actively harms ordinary people, functioning as a discrediting label rather than a substantive argument — for example: 'David Crowley chooses data centers over people'
Loaded Language: The phrase 'can't afford' is emotionally charged, implying Crowley is a costly danger to the state rather than making a factual economic argument — for example: 'Wisconsin can't afford David Crowley'
Repetition: 'David Crowley' is repeated across sentences 3 and 4 in a short passage to reinforce a negative association through familiarity — for example: 'David Crowley chooses data centers over people. Wisconsin can't afford David Crowley.'
Appeal to Fear
Card Stacking
Black-and-White Fallacy
Name Calling
Loaded Language
Repetition
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 WI 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 WI'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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