Most Missouri election winners also top ad spenders

JEFFERSON CITY, Mo. -- Most of Missouri's successful candidates for statewide office in Jefferson City spent more on broadcast advertising than their rivals, according to an independent analysis.

Missouri candidates spent more on TV ads than those in any other state, according to the analysis, and ads in the hotly contested gubernatorial race made up more than half of total spending.

Republicans Gov.-elect Eric Greitens, Attorney General-elect Josh Hawley, Secretary of State-elect Jay Ashcroft and Treasurer-elect Eric Schmitt outspent their opponents, data from the Center for Public Integrity show.

Only GOP state Sen. Mike Parson, who was elected lieutenant governor, trailed in advertising spending. His Republican primary rival, Bev Randles, spent nearly $140,000 more than him on ads.

The not-for-profit investigative news organization Center for Public Integrity analyzed data about political advertising from 2015 through the election on broadcast TV. The data is from Kantar Media/CMAG, a media tracking firm that monitors more than 200 markets. Estimates leave out the cost of making ads, do not include money spent on radio ads or in other media and don't cover every Missouri market.

The analysis shows close to $61 million was spent on TV ads for Missouri races. Candidates and political action committees spent about $37 million on the race for governor alone.

The next-highest spending state was North Carolina, where candidates and political action committees spent about $52 million.

Greitens, who weathered a competitive four-way primary and a challenge from Democratic Attorney General Chris Koster, spent the most money on broadcast advertising -- about $13 million.

Koster came in second with close to $10.5 million on broadcast ad spending.

LG PAC, the committee that ran attack ads against one of Greitens' Republican primary opponents, led in third-party spending in the gubernatorial race with $3.9 million. Greitens' campaign has said the treasurer of LG PAC made phone calls for Greitens in May, but the two haven't spoken since.

Political-action committees could play a greater role in Missouri ad spending in the next election after voter-imposed campaign contribution limits kick in.

Donors this past election could give unlimited amounts to candidates, who then used six- and seven-figure checks to help pay for millions of dollars in advertising.

But candidates who run starting next summer will be able to accept only donations of up to $2,600 per election. Political parties can receive up to $25,000 per donor per election.

One top Missouri donor has said that will mean wealthy contributors instead funnel millions of dollars to political-action committees, which in turn can spend the money on ads.