Why It Matters
Wisconsin’s Democratic gubernatorial primary on August 11 has become one of the most competitive statewide races in the country, with six candidates vying for the nomination to face the Republican nominee in November. With name recognition low and polling unfavorable, State Sen. Kelda Roys of Madison is making an early and aggressive financial move to change the dynamics before voters tune in.
What Happened
Roys launched a $500,000 statewide advertising buy last week, making her one of only two candidates in the Democratic field to invest in broad television or media outreach at this stage. The other is former Department of Administration head Joel Brennan.
The field Roys is competing in includes Lt. Gov. Sara Rodriguez, former Lt. Gov. Mandela Barnes, state Rep. Francesca Hong, and Milwaukee County Executive David Crowley. Missy Hughes, who previously led the Wisconsin Economic Development Corporation, exited the race earlier this week, trimming the contest from seven to six candidates.
Roys is making her second run for governor. In the 2018 Democratic primary, she finished third behind eventual winner Tony Evers and Mahlon Mitchell. She placed third again in a straw poll conducted by WisPolitics at the Democratic Party of Wisconsin convention this year, trailing Rodriguez and Hong.
Her argument for the nomination centers on governmental experience. “It’s a big differentiator in this primary that I have by far the most experience in and around state government,” Roys said in public remarks.
By the Numbers
The polling picture for Roys is a challenge. A March Marquette Law School survey found that only 18 percent of Wisconsin voters recognized her name, and just 1 percent of likely Democratic primary voters said they would support her. Roys reported raising $355,000 in her December campaign finance filing — a modest total for a statewide race.
She has authored 177 legislative proposals during the current 2025-26 session and has served on the powerful Joint Finance Committee since 2023. The committee recently dealt with a significant fiscal decision: Roys and other Senate Democrats voted against a $1.8 billion tax-cut and school-funding package that included $300 million for special education and $300 rebate checks to taxpayers — a deal negotiated against the backdrop of Wisconsin’s projected $2.5 billion budget surplus.
On the low polling numbers, Roys expressed skepticism about their predictive value. “Polls are a reflection of who has spent money and the vast majority of people are not paying attention,” she said.
Zoom Out
Crowded Democratic primaries for governor are playing out in multiple states as the party seeks to capitalize on competitive midterm-year environments. In Wisconsin, the stakes are particularly high: the state has been a perennial battleground at the presidential level and features a number of contested downballot races heading into the fall cycle. Democratic enthusiasm is being tested amid ongoing debates over federal policy, including immigration enforcement spending and disputes over federal voter list demands that Wisconsin is currently contesting in the Seventh Circuit.
Roys has a background that spans government, law, and business. She is an attorney, operates an online real-estate brokerage platform, and previously served as executive director of NARAL Pro-Choice Wisconsin before entering electoral politics. She was first elected to the State Senate in 2020, representing downtown Madison, the UW-Madison campus area, and portions of the city’s near-west and east sides.
What’s Next
With the August 11 primary roughly seven weeks away, the advertising battle is expected to intensify. Roys is banking on the statewide ad buy to move her name recognition from its current low baseline before casual voters begin paying closer attention. Candidates who have not yet launched broad media campaigns will face pressure to respond with their own spending or risk being drowned out as the race reaches its final stretch.
The winner of the Democratic primary will face the Republican nominee in a general election in a state that has gone both ways in recent cycles and figures to be closely contested again in November.