Why Are Sports Deciding Our Next Governor?

Have you been seeing or hearing lots political ads for this year’s race for Governor? The amount of ads, as well as the campaign dollars spent, have increased by thirty percent. The Center for Public Integrity recorded that this year that an astounding 36,000 ads have aired with $26 million spent on them so far. This data was collected up until September 2014 and only accounted for TV ads that aired. It did not include the cost to create and produce these ads. With a race this tight, candidates are willing to try anything to help receive a few extra votes.

Both competitors have implemented aggressive and frequent advertising plans and jostle for the control of moderate voters. As is customary, endorsements from previous politicians are commonplace e.g., Barrack Obama. In a more recent attempt to swing additional voters, both candidates have used Chicago sports figures to attract positive press. What should be irrelevant could become a deciding factor in this neck in neck race.

Republican candidate Bruce Rauner aired a TV ad last Sunday featuring legendary Chicago Bears coach Mike Ditka. In the scene, he and Rauner were talking inside Ditka's famous restaurant in Chicago. “The Coach” entered politics for a short time as a republican candidate a few years ago, but was not able to make a successful run. Even though the commercial doesn't really cover anything related to politics, Chicago natives could identify with Ditka none the less. Hoping to appeal to Sunday afternoon football watchers, Rauner makes a play to gather votes through the Bear fan base. 

Democratic candidate Pat Quinn took a different route, which I heard this weekend on the radio. He had a 20-30 second ad featuring the coach of the Jackie Robinson South Little League Baseball team. They gained fame from this summer's world series. This team gained popularity from their U.S. victory and close match in the world finals of this year’s tournament. The team’s coach talked about major issues Quinn was concerned about, as well as issues he had dealt with as governor.

Are these just feeble attempts to gain a few extra votes? Are voters so unsophisticated that sports figures have a major influence on their candidate choices? Or does it show we are losing sight of what is important as voters?