Texas Sets Primary Ad Record, Driving Early Surge In 2026 Political Spending.

The first primaries of the 2026 election will be held this week, but ad spending has already been robust this cycle. Political ad spending is accelerating at a record-breaking pace, with February alone delivering $344.9 million in aired advertising — a 182% jump from a month earlier, and 104% higher than February 2022, according to the latest AdImpact report.

The ad-tracking firm says $2.37 billion was spent through the end of February, which compares to $1.55 billion spent during the same period four years ago. That is a 53% increase between the two cycles.

At the center of the surge is Texas, where the state’s Senate primary has officially become the most expensive Senate primary on record. Total ad spending and reservations have surpassed $122 million, with nearly half of that coming in just over a month between Feb. 1 and March 3 — a sign of how rapidly the contest has intensified.

As a result, the Houston ($27.5 million) and Dallas ($26.1 million) media markets had the most political ad dollars last month. Chicago followed at $24.1 million, helping push Illinois to $30 million in total spending last month — second only to Texas — as campaigns ramp up ahead of November’s congressional elections.

The Texas Senate primary has redefined early-cycle spending expectations. Polling suggests competitive contests on both sides of the aisle, and the possibility of a Republican runoff could push total spending even higher.

On the Republican side, incumbent Sen. John Cornyn has maintained a commanding financial advantage. He has benefited from $69 million in ad support — 73% of all Republican advertising in the race. Challengers Rep. Wesley Hunt ($12 million) and Ken Paxton ($4.1 million) significantly trail Cornyn.

President Trump has been a dominant presence in the messaging, referenced in 68% of all Republican primary ads. In a notable twist, campaigns and outside groups spent $738,000 airing ads in the New York, Washington, and West Palm Beach markets — widely interpreted as an attempt to influence Trump directly. Despite the attention, he has declined to endorse a candidate.

On the Democratic side, state Rep. James Talarico is on track to finish the primary with nearly a six-to-one ad support advantage over Rep. Jasmine Crockett. Talarico has spent $14.8 million, making him the third-highest spending advertiser in the overall primary. Rep. Jasmine Crockett has received $448,000 in outside support, which has brought her total ad support to $4.6 million.

Big Money Beyond Texas

While Texas dominates headlines, Illinois is experiencing a spending boom of its own. AdImpact says House primary spending in the state is up more than 478% vs. the 2024 cycle, driven largely by five open seats. Roughly $20 million has been spent across those contests, with Democratic advertisers accounting for 99% of the total.

Illinois’ 9th Congressional District has reached $6.7 million in total spending and reservations, making it the state’s second-most expensive House primary on record. State Sen. Laura Fine currently leads in ad support as she faces a challenge from Evanston Mayor Daniel Biss.

In California, gubernatorial candidate Tom Steyer has emerged as the highest-spending advertiser of the 2026 cycle so far, with $36.6 million in total spending and reservations. His campaign accounts for 85% of all advertising in the battle to succeed Gov. Gavin Newsom.

In Maine, both parties are already staking out the Senate battleground. The GOP’s Senate Leadership Fund has reserved $28.7 million — exceeding its total 2020 spending in the state — while the Democratic group WinSenate has prebooked $20.3 million. For context, the entire 2020 Maine Senate general election saw $123.5 million in total ad spending.

Meanwhile in Virginia, Virginians for Fair Elections has placed $5.9 million in support of redistricting efforts ahead of an April 21 vote.