The cost of electing a Maryland governor grew by about 50 percent -- to more than $19 million -- in the past four years, according to reports to be filed today by the campaigns of Robert L. Ehrlich Jr. and Kathleen Kennedy Townsend.
The victorious Ehrlich raised a state record of $10.4 million; Townsend gathered $8.7 million, the most ever collected by a Democrat or a defeated candidate. Neither candidate faced a competitive primary, so their financial firepower was concentrated on the general election.
Their combined $19.1 million, which eclipsed the $12.6 million spent by Gov. Parris N. Glendening and Republican challenger Ellen R. Sauerbrey in 1998, financed an advertising blitz that dominated the expensive Washington and Baltimore television markets throughout the campaign's final weeks.
Neither figure includes political party or independent expenditures on the race, which would add millions more to the totals.
By the end of the campaign, the Republican congressman from Baltimore County and running mate Michael S. Steele had tapped into a gusher of political generosity. Their campaign raised $2.8 million in the final three weeks of the campaign, while donations to the lieutenant governor and retired Adm. Charles R. Larson slowed to slightly more than $600,000.
Ehrlich's political director, Paul E. Schurick, said the late surge in contributions reflected voters' attitudes about the race.
"As the campaign came to the end, more and more people sensed victory and helped out," he said.
Schurick said the fund-raising edge was an important factor in convincing voters it was time for a change after more than three decades of Democratic rule.
"We were able to effectively deliver that message because of the money," he said. Schurick said 95 percent of the late money came from in-state sources.
Peter Hamm, a spokesman for the Townsend campaign, said money was not the reason the election was lost, but he confirmed that fund raising became difficult in the final weeks.
"We were working overtime to raise money because most of our 'A list' donors had maxed out," he said.
James G. Gimpel, a government professor at the University of Maryland, College Park, had a different explanation for the Townsend campaign's difficulties: "People began to give up on her."
A summary released by the Townsend camp showed that the Democrat emptied her coffers in the final weeks -- spending $2 million on media advertising alone after Oct. 21. In the end, Townsend was forced to take out a $160,000 loan to pay for final campaign expenses.
The Ehrlich campaign did not release spending figures yesterday, but they will be part of the report due today.
Political experts say voters can expect a more expensive race four years from now. If Democrats launch a strong campaign to unseat Ehrlich in 2006, they say, spending could reach $30 million.
"It's going to continue to go up and up and up," said Gimpel.
Political experts said Ehrlich -- with the advantage of being an incumbent governor -- could raise $20 million over the next four years.
"I think $20 million may be what it takes to fend off a strong challenger," Gimpel said.
Thomas F. Schaller, a political science professor at the University of Maryland, Baltimore County, said the 2006 Democratic nominee will have to raise more than $10 million. He said Baltimore Mayor Martin O'Malley and Montgomery County Executive Douglas M. Duncan -- the two perceived early front-runners -- have the skills to collect that much.
"The Democrats will do it," Schaller said. "They'll get over $10 million next time if they have a good, solid candidate."