The importance of incumbent evaluations for voting and the existence of an incumbency effect are well-established. However, there is limited research on the effect incumbency has on voters’ engagement with election campaigns. This paper examines whether the use of incumbency as a cue when voting is associated with there being less interest in an election and whether campaign period attentiveness affects incumbent support. We consider these questions using data from the Toronto Election Study, a large-N, two-wave survey of Torontonians conducted around the time of the 2014 Toronto Municipal Election. We find that attentiveness, on its own, does not make voters more likely to support an incumbent or non-incumbent candidate. However, among individuals with high knowledge, attentiveness decreases the likelihood of supporting the incumbent, as opposed to a non-incumbent candidate.