Jacob Neiheisel Discusses High-Stakes Spending in North Carolina Senate Race

Jacob Neiheisel, associate professor of political science at the University at Buffalo, was featured on Charlotte Talks with Mike Collins discussing campaign spending and political advertising in North Carolina’s U.S. Senate race.

Neiheisel explained that the contest—between former RNC Chair Michael Whatley and former Gov. Roy Cooper—is expected to be among the most expensive Senate races in the country, with total spending projected around $500 million. He noted that such high levels of spending reflect both parties’ belief that the race could determine control of the U.S. Senate.

He emphasized that, despite the massive financial investment, campaigns are increasingly focused on persuading a relatively small group of undecided voters, as much of the electorate is already politically entrenched. Neiheisel also highlighted how extended general election campaigning—spanning several months—intensifies voter exposure to political ads and messaging, shaping perceptions and priorities over time.

Overall, Neiheisel framed the race as a high-stakes, high-cost battle where strategic messaging and targeted outreach may matter more than broad persuasion.