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Susan Collins is the abortion rights movement’s biggest test of 2026

Will Maine voters punish the Republican senator for the end of Roe? It’s complicated.

Nationally, abortion has faded as a campaign issue. Four years after it helped Democrats stave off a red wave, candidates in battleground races are focusing their attention on cost-of-living issues, immigration, and policing. As of mid-August, abortion was mentioned in less than 5 percent of Democratic Senate ads, a key difference from the past two cycles, according to the Wesleyan Media Project.

Maine is different. As of September 16, Democratic advertisers had spent roughly 15 percent of their $40.8 million broadcast TV and streaming dollars on ads focused on abortion rights, according to Nate Schwartz from AdImpact. It’s one of the biggest topics there, he told me, after ads about President Donald Trump and healthcare. Planned Parenthood’s political arm is also making its biggest ad buy of 2026 against Susan Collins, at $600,000, and WinSenate, a super PAC aligned with Senate Democratic leadership, has spent 70 percent of its TV, streaming, and digital money in Maine on abortion-focused ads.

The target is Collins, the only Republican senator up for reelection in a state Trump lost in 2024, and one of Democrats’ best chances to flip a seat. Seeking her sixth term, Collins is running in a year when Democrats lead the generic congressional ballot by about 9 points. It’s also the first time she will face voters since Roe v. Wade was overturned — a decision Justice Brett Kavanaugh helped deliver after Collins, who has long described herself as “pro-choice,” cast the deciding vote to confirm him in 2018.

Abortion has receded as a campaign issue nationally, but Democrats in Maine are spending heavily on it against Susan Collins, who cast the deciding vote for Supreme Court Justice Brett Kavanaugh’s confirmation.

Few Maine voters name abortion as their top issue, but Democrats believe Collins’s Kavanaugh vote can motivate their base and persuade older women who have supported her before.

A Collins loss would let abortion rights groups argue the issue still moves voters. A win would likely be explained by other factors, leaving the question unresolved.

For the abortion rights movement, this is the race that has to work. Groups are pouring their biggest investments of the cycle into a state where fewer than half a percent of voters call abortion their top issue, in a year when Democrats have opportunities to win nearly everywhere. If a blue wave arrives and lifts every Democrat except the one running to avenge Roe v. Wade and remove the senator who famously sealed its fate, the organizations will have a harder time telling donors the issue still moves voters, and a harder time arguing that Republicans will pay a political price — even in blue states — for votes that restrict access to abortion.

“We know that abortion is the number one negative in Maine voters’ mind,” Lisa Margulies, a Maine spokesperson for Planned Parenthood Votes, told me. “It’s really the No. 1 dealbreaker.”

The first job for Democrats and abortion rights advocates is convincing Mainers the issue is still a pressing one. Seventy-two percent of Maine adults say abortion should be legal “in all or most” circumstances, and since Democrats took control of Maine’s government in 2018, the state has expanded who can provide abortions, required and subsidized insurance coverage for the procedure, eliminated most patient cost-sharing, loosened restrictions on care after viability, and shielded patients and providers from prosecution and lawsuits.

Collins has made that her defense. The Dobbs v. Jackson decision, she said in June, “has not had an impact on the state of Maine in that Maine actually expanded its law.” Advocates call that the central misunderstanding.

“There’s this perception — and Sen. Collins herself has said it — that somehow Maine is immune, and that’s just not true,” Margulies said, pointing to their state-level efforts to keep access intact and to federal Medicaid cuts that have already hit Maine providers.

Also muddying the waters is the senator’s Democratic opponent. Collins is facing off against Troy Jackson, a longtime fixture in Maine politics who rose from the state House to the Senate presidency but fell short in bids for Congress in 2014 and governor........

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