Election Ads and Text Alerts Fuel Voter Fatigue Before Polls Open

Voters in New Brunswick face a final day of intense campaign messaging before casting ballots. The saturation of television commercials and digital notifications has created a distinct sense of exhaustion for many residents. This fatigue comes as Election Day arrives in Bergen County and across the state.

Negative advertising plays a central role in this weariness. Bradyn Cheski, a political science student at Rutgers University, described the impact of aggressive campaigns on her experience. She stated, “I think the negative press gets kind of exhausting. It makes me not really want to vote for either side.” Cheski noted that the volume of attacks made her reluctant to put candidates in power who engage in such behavior. Despite this sentiment, she has already voted by mail.

Not all voters view the constant reminders as a burden. Some residents along George Street in New Brunswick said the alerts serve a necessary function. Alfonzio Williams argued against removing these last-minute communications. He said, “There are people who are last-minute. There are some who are unaware. There are some who might need that extra push.” Williams values the information provided about candidate backgrounds, including positions on affordability, taxes, and Medicaid.

Katherine McCabe, an assistant professor in the Political Science Department at Rutgers University, acknowledged the general annoyance felt by the public. She observed, “We all can empathize with the feeling of fatigue, feeling maybe annoyed by all the ads and other messages we’re receiving.” McCabe explained that while the volume is high, the messaging provides a measurable boost to voter turnout. The ads can also alter how voters perceive specific candidates, potentially changing the outcome of a race. She added, “They can make some parties' voters more likely to turn out than another party's voters.”

The financial logic for campaigns supports this saturation strategy. McCabe noted that candidates view the cost of advertising as justified if it sways even a single voter. She stated that turning one voter in their favor is worth the expense. This calculation ensures that the volume of ads and text messages will likely remain high in future election seasons. The current cycle ends with the closing of polls, offering a temporary break for voters.