Florida Governor GOP Field Heating Up, Collins Ad Signals Intent
A six figure television buy praising Lt. Gov. Jay Collins began airing over the weekend in central Florida, ending with the line "Next up — eliminating the property tax." The early investment, placed by a 501(c)(4) group, sharpens attention on whether Collins will enter the crowded Republican primary and intensifies a strategic month for both parties ahead of local runoffs.
Over the weekend a 501(c)(4) group called Florida Fighters began airing a positive television ad about Lt. Gov. Jay Collins in the central Florida market, a critical battleground for statewide contests. Tracking service AdImpact reported the spot started Saturday. The initial media buy is worth more than $300,000 and another $600,000 has been booked, making it one of the first substantial television investments tied to the 2026 governor’s race. The ad closes with the line "Next up — eliminating the property tax," a policy cue that would resonate with conservative voters.
The placement is notable because Collins has not formally declared a campaign and his timeline for entry remains uncertain. The early, expensive buy by an outside group suggests donors and operatives may be positioning to accelerate a potential launch, creating momentum while competitors finalize strategies. Central Florida is widely watched by campaign operatives because of its mix of suburban, exurban and urban voters and its ability to shape statewide outcomes.
The use of a 501(c)(4) vehicle also highlights an enduring feature of modern U.S. politics. These social welfare organizations can run political advertising while shielding donor identities, a practice that has attracted scrutiny from transparency advocates and rivals alike. The scale of the buy so early in the cycle signals both the interest of deep pocketed actors and the premium placed on controlling messaging in contested media markets.
At the same time, the Florida Democratic Party is focusing resources down ballot. On Monday the state party announced it would back four local candidates in December 2025 and January 2026 runoffs, offering phone banking, door knocking and other investments. The slate includes Eileen Higgins for Miami mayor, Matthew Crowley for Winter Haven’s city commission, Monica Matteo Salinas for Miami Beach commissioner, and Chris Dzadovsky for Fort Pierce city commission. Those investments reflect a two track strategy for Democrats seeking to both defend local footholds and build infrastructure for higher profile statewide contests.
National developments could also frame the gubernatorial campaign. Politico reported this week on the departure of the acting FEMA chief after a short and troubled tenure and on deliberations about relocating parts of the disaster agency to Texas. For a state that faces recurrent hurricanes and has a politically charged relationship with federal disaster relief, leadership turmoil and potential agency moves are likely to become talking points for candidates across the aisle.
What unfolds in the coming weeks will show whether the Collins air campaign is a prelude to a formal entry or a test balloon for allied outside groups. Either way, the six figure buy and the Democratic investments in local races mark an early intensification of political warfare in Florida, with implications for both state governance and the national map.
