Toby Doeden announces his candidacy for the Republican nomination for governor of South Dakota during an event on May 28, 2025, in Aberdeen. (Joshua Haiar/South Dakota Searchlight)
South Dakota Republican governor candidate Toby Doeden spent about $187,000 on broadcast television ads in the first month after his campaign announcement, one year before the state’s Republican primary election.
Candidates for statewide offices in South Dakota don’t face a state campaign finance disclosure deadline until January. But Federal Communications Commission rules require stations that use public airwaves to disclose details of political ad buys.
Those reports show Doeden purchased $186,925 of airtime across the state from May 28 through July 1 — the most recent reports available.
Doeden, an Aberdeen businessman, launched his campaign on May 28. His television ads highlight his business background and his support for President Donald Trump.
“While Congressman Johnson is busy coddling lobbyists and special interest groups in an effort to finance his campaign, my family and I are traveling to all four corners of our state listening to the concerns of the hardworking people who make South Dakota great,” Doeden told South Dakota Searchlight in a written statement. “Our campaign is citizen-led, focused forward, and ready to unite conservatives around a better and brighter future for South Dakota residents.”
Doeden is the owner of Aberdeen Chrysler Center, Redfield Ford and other retail businesses and real estate.
Other Republicans who have declared a candidacy for governor are U.S. Rep. Dusty Johnson, of Mitchell, and state House Speaker Jon Hansen, of Dell Rapids. Another Republican frequently mentioned as a potential candidate is former lieutenant governor and current Gov. Larry Rhoden, who is serving the remainder of former Gov. Kristi Noem’s second term after she resigned to join the Trump Cabinet. The only declared Democratic candidate is Robert Arnold, a college student.
Johnson sent a written statement to Searchlight.
“While Toby has been busy spending a tremendous amount of money, I’ve focused my efforts on federal spending — cutting wasteful spending and securing the border,” Johnson said.
Johnson had spent $27,895 on broadcast television advertising through June 30, which his campaign ordered prior to his campaign announcement that day, according to FCC files.
Johnson doesn’t have to file a new state campaign finance report until January, but existing reports from his federal committee and affiliated political action committees show he’s accumulated over $6 million that could be used to aid his campaign.
Hansen has not yet spent any money on broadcast television advertising. He told Searchlight his campaign is being funded “the way it was meant to be: by grassroots conservative Republicans who care about their state and want a proven conservative fighter in the governor’s office.”
“The people of our state do not want big money or D.C. special interests ruling our state. Our state motto is ‘under God, the people rule,’ and I’m fighting to keep it that way,” Hansen said in a statement.
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The early start to the governor’s race has the attention of political observers. Drey Samuelson worked as Democratic former U.S. Sen. Tim Johnson’s chief of staff for many years. He said Rhoden and Rep. Johnson will run in the “moderately conservative lane,” and Doeden and Hansen will “swim in the MAGA lane,” referencing the acronym for President Donald Trump’s “Make America Great Again” slogan.
That means Doeden and Hansen are likely to split their supporters, said Samuelson, who added that Doeden’s early spending could pressure Hansen to drop out of the race.
“If I’m Toby Doeden, I’d offer to make Jon Hansen my lieutenant governor in exchange for him dropping out — if he took it, it’s a totally new race,” Samuelson said.
Hansen said he isn’t going anywhere.
“No amount of big money spending will change our campaign — we’ve never backed down from doing what’s right, and we’re not going to start now,” he said. “We’re all in.”
Brad “Murdoc” Jurgensen has decades of experience in broadcast media and advertising, working as president of HomeSlice Media in Rapid City. He also co-hosts a South Dakota politics podcast, “Dakota Town Hall.” He said Doeden’s TV ad spending is notable not for its amount, “but for its timing.”
“He’s trying to capitalize on being the only active candidate this far out from the 2026 primary,” Jurgensen said. “The goal appears to be boosting name recognition, fundraising and organizing at the grassroots level before competitors ramp up.”
Jurgensen said Doeden’s effort stands out in South Dakota, “where races have historically been shorter and cheaper. But this was already happening in other states.”
