Millions of dollars are being spent in the only state Senate race on Orange County voters’ ballots this election cycle.
The overwhelming majority of that spending in the 37th Senate District is coming from incumbent Sen. Josh Newman, a Fullerton Democrat. First elected to the legislature in 2016, Newman is facing a challenge from former Republican Assemblymember Steven Choi, who served in the legislature for six years.
According to campaign finance reports filed with the secretary of state, Newman has spent approximately $3.7 million this election cycle between 2023-24, significantly outpacing Choi, who has spent around $178,000.
Approximately $1.9 million of Newman’s spending was allocated to television and cable airtime, as well as production costs, while $573,524 was used to pay campaign consultants.
Newman’s campaign launched several digital and TV ads this cycle, some of which went negative against Choi by attacking his position on reproductive health care and attempting to connect him to former President Donald Trump.
Another $440,829 was spent on campaign paraphernalia. While financial disclosure forms do not provide specific details, campaign paraphernalia can include items like yard signs, posters, flyers, bumper stickers and other promotional merchandise.
Just over $26,000 went toward travel, lodging and meals while approximately $107,400 was spent on fundraising events.
Choi, on the other hand, spent close to $20,000 to pay campaign consultants and nearly $90,000 for campaign literature, mailers, paraphernalia and other miscellaneous items.
Fred Smoller, an associate professor of political science at Chapman University, noted that Newman’s aggressive spending, particularly on consulting and television advertisements, may be due to his need to introduce himself to voters who may not be familiar with him in his new district.
Due to redistricting, which happens every 10 years, Newman was drawn into a district that is almost completely new to him. Most of the area is now represented by state Sen. Dave Min, who is running for California’s 47th congressional district instead of reelection to the legislature. Newman currently represents a district that encompasses parts of Los Angeles, Orange and San Bernardino counties.
“Candidates are going to spend every penny to win the race,” he said. “For Newman, it’s a new district so he wants to make sure everybody knows him — and not all voters know him — so he’s going to spend that money to make sure he wins … to be able to raise more the next cycle.”
For Choi, the territory may feel more familiar. He previously represented a district that included Lake Forest, Tustin, Villa Park and parts of Anaheim, Irvine and Orange, as well as surrounding unincorporated communities in the Assembly. Choi is also a longtime political figure in Irvine — the largest city in the 37th district — having been elected to the Irvine Unified School District board in 1998, winning a seat on the Irvine City Council in 2004 and serving as mayor in 2012.
Aside from introducing himself to new voters, Newman has also had to fend off attacks from AFSCME 3299, the University of California’s largest employee union, this election cycle.
The union invested heavily to boost other Democrats in the March primary after Newman chose not to support one of their priority bills, a constitutional amendment aimed at strengthening the rights of the University of California workers they represent.
Just this month, AFSCME 3299 invested nearly $700,000 to launch negative attacks against Newman.
In Newman’s first TV ad of the cycle, called “Can’t Be Bought,” the narrator says, “Special interests attack him, and it doesn’t stop him from doing the right thing.”
Newman has raised $6 million this cycle, while Choi brought in $744,461.
While Democrats hold the advantage in the district — they account for 36.58% of registered voters compared to 33.49% of Republicans and 23.81% of no party preference voters, according to the latest report from the secretary of state — both parties see the 37th district as a key race.
