Top Democratic leaders are making their first foray into advertising in the Texas Senate race, signaling a notable shift in strategy toward a state that has historically eluded the party’s Senate ambitions. Senate Majority PAC, the principal super PAC aligned with Senate Minority Leader Chuck Schumer, announced on Tuesday it will launch a digital ad campaign supporting Democratic nominee James Talarico by targeting his Republican opponent, Attorney General Ken Paxton.
Previously cautious about deploying significant resources in Texas due to the state’s expansive media market and high advertising costs, the super PAC is opting for a more measured approach. Its initial ad efforts will focus on YouTube and other digital streaming platforms, avoiding the expense of traditional television spots. The group declined to specify the amount it plans to spend, reflecting a tentative commitment that stops short of a full-scale investment.
Talarico currently holds a narrow lead in polling and has raised considerably more campaign funds than Paxton. However, Republican organizations have responded with massive ad buys, reserving about $167 million of airtime in Texas for the final two months before the November 5 election. With television advertising rates among the highest in the nation, both parties have been wary of overcommitting resources in Texas, concerned about the potential impact on more competitive Senate contests elsewhere.
Advertising tracking data from AdImpact indicates that Paxton is poised to outspend Talarico by nearly five to one across all platforms during the closing stages of the race, with roughly $35 million booked in support of the Democrat.
Lauren French, spokeswoman for Senate Majority PAC, said the group’s ads will continue through Election Day, portraying Paxton as “a corrupt, dangerous individual.” The first ad, produced by Texas Forever—a new super PAC promoting Talarico—highlights Paxton’s handling of a controversial child abuse case involving former Waco lawyer Adam Hoffman. Hoffman's case received local attention after he served less than a month in jail and was not required to register as a sex offender following a plea deal arranged by Paxton’s office. Critics accused Paxton of offering a lenient deal, allegations he has denied, stating the resolution honored the victim’s decisions. Gerry Morris, Hoffman's attorney, disputed claims that Paxton influenced the outcome.
Some Democrats have privately urged greater involvement from Senate Majority PAC to counterbalance the substantial Republican ad spending. Talarico’s fundraising appeals stress the challenge posed by the influx of GOP funds. Lone Star Rising, a separate super PAC supporting Talarico, plans to contribute at least an additional $10 million. Its leader, Garry Jones, expressed confidence that financial power alone will not overcome local dissatisfaction with Paxton.
Paxton has been a controversial figure throughout his tenure. He was indicted on felony fraud charges in 2015 but reached a deal in 2024 to avoid a trial without admitting guilt. He was also impeached by the Texas House in 2023 on corruption accusations but acquitted by the State Senate. His personal life has drawn attention as well, with his wife, a state senator, filing for divorce citing adultery.
Republican consultant Anthony Holm, who once worked with Paxton, acknowledged Talarico’s earlier fundraising advantage but noted that Paxton’s current financial superiority enables him to more aggressively court undecided voters. “As long as Paxton has the money, he’ll be fine,” Holm said.