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James Talarico has dominated Texas television screens this summer in the state's U.S. Senate race, spending more than 200 times as much on advertising as Republican Ken Paxton while the attorney general's campaign has largely stayed silent on broadcast and streaming platforms.

With early voting less than nine weeks away, Talarico, a state representative from Austin, has poured over $25 million into ads since the general election period began in late May, according to data from AdImpact. Nearly $10.7 million went to broadcast television and another $8.4 million to streaming, with the remainder allocated across cable, digital, radio and satellite buys. Paxton's campaign, by contrast, has spent just $119,000 over the same stretch, almost entirely on digital placements.

The disparity has left voters with a one-sided view of the contest on traditional media. Talarico's spots have emphasized personal themes, including a message about loving God and neighbor that features his grandfather, as well as concerns over rising grocery costs shown in a supermarket and behind the wheel of a truck. A Spanish-language ad tied his record to a World Cup motif. Paxton's limited digital efforts have not matched that volume or reach.

Both candidates have maintained active schedules of in-person events, appearing at restaurants, music halls and other venues to outline their platforms. The advertising gap, however, has created an uneven information environment for much of the state. Texas has long been a Republican stronghold in Senate contests, yet the current cycle features a Democratic candidate who entered the race with stronger name recognition in urban and suburban areas and has used early financial resources to define the terms of debate before the general election intensifies.

Paxton's decision to hold back on television has drawn attention from strategists who note that general-election advertising windows in large media markets like Dallas, Houston and Austin are expensive and time-sensitive. The attorney general has instead focused on smaller-scale outreach and digital targeting, an approach that can reach core supporters but often fails to expand beyond them. Talarico's heavy investment reflects a calculation that sustained exposure can shift perceptions among independent and moderate voters who have grown accustomed to one-party dominance in statewide races.

Data on voter contact and polling in the coming weeks will show whether the advertising imbalance produces measurable movement. Texas Senate races have historically turned on turnout patterns and regional strength rather than media volume alone, yet the absence of a counter-message on broadcast leaves open space for one candidate to set the initial frame. As both campaigns continue traveling the state, the contrast between their on-air presence and their ground operations remains a central feature of the contest.