Ad spending for U.S. Sen. John Cornyn and state Sen. James Talarico tops all in Senate primary
The air war doubles as a strategic map of the state, with more dollars flowing into Dallas-Fort Worth than anywhere else.The Republican tops the Texas Senate primary field in ad spending by a wide margin, with Dallas-Fort Worth soaking up the biggest share of campaign dollars ahead of Tuesday’s primary.
The Cornyn campaign has spent $14.9 million on TV and other advertisements since Jan. 1, 2025. Outside groups have piled on, with super PACs pouring in more than $53 million to support his reelection.Candidate and outside groups have dropped nearly $9 million in TV, digital and mail messaging from Monday to Thursday alone.As with Cornyn, the majority of ad spending for Paxton and Hunt has come from super PACs, independent political groups that can raise unlimited funds. They account for about 60% of Hunt’s ads and 55% of Paxton’s. In campaign ads and messages, Cornyn stresses experience and a record of results, Paxton vows MAGA loyalty, and Hunt sells generational change.Talarico has spent more than $14 million, and outside groups have put $7 million into ad buys promoting his campaign. That’s nearly five times what’s been spent – about $4.5 million – on ads supporting Crockett. A super PAC that only recently began advertising has put about $350,000 behind her bid.The gap between Talarico’s and Crockett’s ad spending tracks closely with their fundraising totals. Federal reports show Talarico’s campaign raked in more than $20 million in contributions as of Feb. 11, and Crockett’s raised about $8.6 million. For the Democrats, Crockett casts herself as a counterweight to President Donald Trump while Talarico urges unity across party lines.Texas’ size, spread-out population centers and sheer number of voters make it one of the most expensive states in the country for a statewide campaign. In the primary, the candidates have concentrated their ad buys in Texas’ largest population centers, with Dallas-Fort Worth leading the state’s 20 media markets. Houston ranks a close second, with Talarico supporters devoting more resources there than in North Texas. The totals drop off sharply outside the “Texas Triangle,” the emerging mega-region that includes Austin, Dallas, Fort Worth, Houston and San Antonio.The Dallas media market is the fourth-largest in the nation, behind only New York, Los Angeles and Chicago. Houston ranks seventh.Philip Jankowski has covered government, politics and criminal justice in Texas for 17 years. He previously worked for the Austin American-Statesman, the Killeen Daily Herald and the Taylor Press. Philip is a graduate of the University of Texas at Austin.
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