PIERRE, S.D. (KELO) — If it seems like you’ve been seeing a lot of Toby Doeden ads on South Dakota TV stations lately, that’s because you have.
And if it seems like those spots have been the only ones on the air during the past month, that’s because they were.
Doeden, who has never before run for a statewide office, has been spending many, many thousands of dollars trying to convince South Dakota voters that he should be elected next year as our state’s next governor.
Doeden’s ads began airing on South Dakota TV stations in late May.
Public records for the Sioux Falls TV market show that he’s been spending $12,140 a week for 44 spots on KELO, $5,575 a week for 57 spots on KSFY, $1,595 a week for 31 spots on KDLT, and nothing on KTTW.
In the Rapid City TV market, public records show he’s been spending $6,220 a week for 40 spots on KNBN, $4,020 a week for 41 spots on KOTA, and $1,540 a week for 28 spots on KEVN.
The Federal Communications Commission requires licensed broadcast stations to maintain files on how much candidates seek to spend on advertising.
Doeden currently is on a bus tour of western South Dakota, with his website showing 19 more campaign events scheduled in July.
Doeden no longer has the TV messaging to himself, however.
Congressman Dusty Johnson announced this week that he’s running for governor. His campaign recently contracted to spend $22,200 for 122 ads to run on KELO through July 20.
Records show no spending on TV ads so far by a third announced candidate for governor, state Representative Jon Hansen.
South Dakota’s current governor, Larry Rhoden, hasn’t said whether he plans to run.
Rhoden previously was South Dakota’s lieutenant governor. He became governor in January after Kristi Noem resigned to become U.S. Homeland Security secretary.
Rhoden, Johnson, Hansen and Doeden are Republicans. The Republican primary election is June 2, 2026. The 2026 general election is November 3.
The Democratic field for governor has one potential candidate at this point, Robert Arnold, who has filed organizational paperwork. The South Dakota Constitution requires that the governor be at least 21 years of age. Arnold is 19 but says he will turn 21 by the election.
South Dakota voters last elected a Democrat as governor in 1974.
One independent, Terry Gleason, has filed organizational paperwork.
