From The Texas Tribune · Gabby Birenbaum · · 1m 50s
Paxton goes on air in South Texas
Ken Paxton's first big ad buy of the general election bets the Senate race on cost of living, and on a pun about his opponent's name.
In brief
Ken Paxton's first big ad buy of the general election bets the Senate race on cost of living, and on a pun about his opponent's name. Both campaigns have decided affordability is the whole ballgame in Texas, and the ad money is now flowing hard on both sides of a toss-up race. Originally reported by The Texas Tribune.
Paxton hits the airwaves
Ken Paxton's campaign is launching its first substantial broadcast buy of the general election: two economy-focused spots running in the Harlingen, Laredo and Corpus Christi markets.
Affordability is the ballot
Polling keeps putting cost of living and affordability at the top of voters' priority list for the November midterms, and both spots are built around that.
The positive spot
"Ken's Plan" pitches tax deductions for things like a home down payment or health insurance premiums, casting Paxton as the one fighting to make life affordable.
“leading the fight to make life affordable for Texans”
Tala-broke
The attack ad puts James Talarico in front of a gas pump and plays on his surname, since "rico" means rich in Spanish. It ties him to his opposition to the One Big Beautiful Bill Act.
“N'ombre, Tala-broke. That's what he'll make Texas.”
What Talarico actually said
He opposed the bill over its Medicaid and SNAP cuts, arguing the tax benefits land with the ultra-wealthy. His own plan raises corporate and billionaire rates and the minimum wage.
Diesel over six dollars
Talarico has gone after Paxton on gas prices, renewing his April call to suspend the federal diesel tax after the national average passed $6 a gallon.
A toss-up, and a flood of money
Paxton Victory is spending about $300,000 a week, alongside roughly $60 million from Texas PAC and tens of millions more from MAGA Inc. Recent polls show Talarico with a narrow lead.
“If the billionaires are coming after us, we must be doing something right”
The key point
Both campaigns have decided affordability is the whole ballgame in Texas, and the ad money is now flowing hard on both sides of a toss-up race.
