ATLANTA — Republican Rick Jackson spent more than $100 million in his unsuccessful campaign for Georgia governor, but a Kennesaw State University political scientist says the outcome shows that money does not always determine election results.
Jackson lost to Democrat Keisha Lance Bottoms in what became the most expensive governor’s race in Georgia history.
“This campaign set a record for money spent on a gubernatorial race in Georgia,” said Kerwin Swint, a political scientist at Kennesaw State University.
Swint said the results demonstrate that factors traditionally considered important in political campaigns do not always determine the outcome.
“Candidate quality, money, incumbency, none of those things seems to matter. Especially money,” Swint said.
Swint also questioned whether changing Jackson’s advertising approach would have made a difference.
“I think this kind of election night goes beyond just advertising or marketing,” Swint said.
According to Swint, President Donald Trump’s message encouraging voters to act as though he were on the ballot played a role in Democratic turnout.
“Trump said to pretend I’m on the ballot and Democrats took that as a cue and turned out in huge numbers around the country and in Georgia,” Swint said.
Swint believes the coming weeks could reveal that Republican turnout was lower than expected.
Despite Jackson’s record-setting campaign spending, Swint said the election provides an example of the limits of money in politics.
“This outcome shows you that money doesn’t always necessarily win in politics,” Swint said.
WSB Radio’s Ashley Simmons & Bill Caiaccio contributed to this story.
