Rank losing campaigns from Best to Worse Since 1972

[Mr. Smith]

Since the Winning one goes from '68, fair is fair.

Admirable

1. Humphrey
2. Kerry
3. McCain

Mediocre

4. Carter '80
5. H. Clinton
6. Gore

Pathetic

7. Ford
8. Romney
9. Dole
10. Mondale

Outrageously Bad

11. G.H.W. Bush '92
12. McGovern
13. Dukakis

[Mr. Smith]

Ran good campaigns:
Mitt Romney (2012)
John Kerry (2004)

Ran average campaigns:
John McCain (2008)
George H.W. Bush (1992)
Bob Dole (1996)
George McGovern (1972)
Gerald Ford (1976)

Ran bad campaigns:
Al Gore (2000)
Walter Mondale (1984)
Hillary Clinton (2016)

Living disasters:
Jimmy Carter (1984)
Ross Perot (1996)
John Anderson (1980)
Mike Dukakis (1988)

Literally dropped out while leading in the polls:
Ross Perot (1992)

Interesting and unique list. I have to ask, why is McGovern's campaign rated above Gore's?

McGovern lost because of policy and not really because of some huge campaign misstep. Gore overestimated the public's negative reaction to Lewinsky and chose not to campaign with a popular President by his side, which lost him a lot of moderate voters. In addition, his VP pick, Joe Lieberman, reinforced left-liberal dislike of Gore, hence adding fire to the flames of the Nader campaign.

I think you're forgetting about the whole Eagleton thing. That was not well handled. Also Nixon guttd every campaign but his for a reason.