A record-breaking $110 million has been spent on television advertisements and reserved airtime for Texas’ U.S. Senate primary contest, making it the most expensive Senate primary in American history according to advertising tracking company AdImpact.
The massive financial investment reflects the high-stakes battle between Democratic candidates James Talarico and U.S. Representative Jasmine Crockett, while Republican Senator John Cornyn fights to survive a primary challenge that could end his decades-long political career.
This unprecedented spending in the Lone Star State offers a glimpse of the enormous sums expected to flow into congressional races nationwide this year as both parties battle for control of the Senate.
On the Democratic side, Talarico has emerged as a fundraising powerhouse, collecting more than $21 million through last week’s reporting deadline. His opponent Crockett has brought in nearly $8.6 million, though most of that money came from transferring funds from her House campaign war chest after jumping into the Senate race in December, three months behind Talarico’s entry.
Talarico released his closing television advertisement Wednesday before Tuesday’s primary, taking aim at former President Trump’s immigration policies and characterizing Immigration and Customs Enforcement as “secret police.”
The ad’s aggressive tone marks a shift from Talarico’s earlier strategy of appealing to Republican voters by emphasizing his Christian beliefs and values.
“We can transform this broken political system,” Talarico declared at a campaign event Tuesday in Tyler, located in northeastern Texas where Trump won decisively in 2024.
Crockett has branded herself as the more combative candidate willing to take on tough fights.
Texas Democrats haven’t captured a Senate seat since 1988, but Cornyn faces his most challenging primary battle yet against Texas Attorney General Ken Paxton and U.S. Representative Wesley Hunt.
Independent political organizations account for more than $75 million of the total spending, with the overwhelming majority supporting Republican candidates, AdImpact data shows.
Groups backing Cornyn’s quest for a fifth Senate term have invested nearly $57 million. The organization Texans for a Conservative Majority alone has poured over $22 million into negative advertisements targeting Hunt.
Cornyn’s official campaign has collected more than $11 million, while two additional organizations using his name have contributed another $10 million to his cause.
Political observers expect Paxton to advance to a May 26 runoff election despite running a relatively quiet campaign until recently and facing ongoing legal troubles.
Cornyn and Republican Senate leadership fear the party may need to invest tens of millions more to defend the Texas seat if Paxton becomes the nominee.
“It is a strong possibility we cannot hold Texas if John Cornyn is not our nominee,” Republican Senator Tim Scott of South Carolina warned Wednesday during an appearance on “Fox & Friends.”
Not all Republicans share that concern. Paxton attended President Trump’s State of the Union address Tuesday as the invited guest of Texas Republican Representative Troy Nehls.
Campaign finance reports show Paxton has raised approximately $6 million, while Hunt has collected about $2 million, plus roughly $3 million remaining in his House campaign account when he entered the Senate race in October.
The combined $19 million raised by all Republican candidates falls short of Talarico’s individual fundraising total, highlighting the critical role outside groups will play in helping the GOP maintain control of the seat.
Talarico received a significant financial windfall this month, with his campaign reporting $2.5 million in donations within 24 hours after late-night television host Stephen Colbert canceled a scheduled interview on February 16, citing concerns from CBS legal advisors.
During a recent campaign appearance, Crockett reminded supporters of her 2020 Texas House race where opponents outspent her campaign by a 5-to-1 margin before she won her current Dallas-area congressional seat two years later.
“People said, ‘There’s no way she’s going to win,’” Crockett said, becoming emotional. “I show up, authentically me. That makes some people cringe, but the people are tired of politics as usual.”
