The 1978 Wisconsin gubernatorial election was held on November 7, 1978. Republican Lee S. Dreyfus won the election with 54% of the vote, winning his first term as Governor of Wisconsin and defeating incumbent Democrat Martin J. Schreiber. Bob Kasten unsuccessfully sought the Republican nomination.
As of 2024, this is the last occasion that Florence County has voted Democratic in a gubernatorial election.
The primary election was held on September 12, 1978. Nominees for Governor and Lieutenant Governor were selected in separate primaries before running on a joint ticket in the general election.
Democratic party
Governor
Candidates
- Martin J. Schreiber, incumbent governor
- David Carley, nominee for lieutenant governor in 1962
- Edmond Hou-Seye, American party nominee for United States Senate in 1970
Lieutenant Governor
Candidates
- Doug La Follette, Secretary of State of Wisconsin
- Robert A. Anderson
- Dale T. McKenna, State senator from the 13th district
- Paul Offner, State senator from the 32nd district
- Harout Sanasarian, former state representative
- Charles E. Smith
- Monroe Swan, State senator from the 6th district
Republican party
Governor
Candidates
- Lee S. Dreyfus, Chancellor of University of Wisconsin-Stevens Point
- Robert W. Kasten, member of United States House of Representatives from the 9th district
- Stanley York, former state representative from the Buffalo–Pepin–Pierce Assembly district (1967–1970)
Lieutenant Governor
Candidates
- Russell A. Olson, member of Wisconsin State Assembly
- La Verne Ausman, member of Wisconsin State Assembly
Conservative party
Governor
Candidates
- Eugene R. Zimmerman, American party nominee for Secretary of State in 1974
Lieutenant Governor
Candidates
- George Reed, American party nominee for Secretary of State in 1970
Independent nominations
Candidates
- John C. Doherty & Marion A. Doherty
- Adrienne Kaplan & William Breihan
- Henry A. Ochsner & Robert E. Nordlander
General election
Candidates
- Martin J. Schreiber & Douglas J. La Follette, Democrat
- Lee S. Dreyfus & Russell A. Olson, Republican
- Eugene R. Zimmerman & George Reed, Conservative
- John C. Doherty & Marion A. Doherty, Independent
- Adrienne Kaplan & William Breihan, Independent
- Henry A. Ochsner & Robert E. Nordlander, Independent
Results by county
Dreyfus was the first Republican since Walter J. Kohler Jr. in 1952 to win Forest County, Portage County, and Rusk County. St. Croix County backed the losing candidate for the first time since 1892, breaking a bellwether streak of 40 consecutive gubernatorial elections. Barron County, Buffalo County, Pepin County, and Washburn County would not vote for the losing candidate again until 2018.
Counties that flipped from Democratic to Republican
- Brown
- Calumet
- Chippewa
- Clark
- Crawford
- Dane
- Eau Claire
- Forest
- Langlade
- Lincoln
- Marathon
- Marinette
- Outagamie
- Ozaukee
- Portage
- Price
- Racine
- Rock
- Rusk
- Sawyer
- Sheboygan
- Taylor
- Trempealeau
- Washington
- Waukesha
- Wood