The Texas Senate race drew about $573 million in advertising spending and reservations, while a Nov. 1 New York Times/Siena University poll put Democratic Senate candidate James Talarico ahead of Republican Senate candidate Ken Paxton.
AdImpact’s Oct. 30 analysis counted $165.7 million in primary advertising and $407.5 million in general-election advertising and reservations. Because the general-election total includes reservations, it does not represent money already spent in full.
Ohio’s 2024 Senate race set an earlier benchmark at $542.7 million. AdImpact put Ohio’s 2026 contest at $514.3 million, leaving both it and Texas above $500 million this election cycle — the first time two nonpresidential races have reached that level in one cycle.
Republican advertisers held a $140.7 million edge over Democrats in general-election advertising. AdImpact put outside-group advertising at $251.7 million for Paxton and $30.6 million for Talarico. Those groups accounted for 92% of Paxton’s advertising support and 23% of Talarico’s. AdImpact attributed $182.1 million in ads backing Paxton and criticizing Talarico to Texas PAC, which is aligned with the Senate Leadership Fund.
Negative or contrast advertising made up 61% of broadcast airings, AdImpact found. Democratic ads addressed tax policy, health care and corruption, while Republican ads raised crime, transgender issues involving minors and taxes.
The New York Times/Siena University poll showed Talarico leading 50% to 43% among 1,215 likely Texas voters. Its margin of error was 3.4 percentage points. Gulf News reported that Texas has not elected a Democrat to the Senate since 1988. EconoTimes has previously examined the race’s place in Democrats’ path to Senate control.
Texas voters are scheduled to cast ballots Tuesday, Nov. 3.
