Republicans outspent Democrats on political advertising in the 2026 midterms, $5.45 billion to $5.02 billion, yet Democrats made gains in traditionally Republican areas and won majorities in both chambers.

Texas was the most expensive non-presidential U.S. election, drawing more than $500 million in advertising, including over $274 million from Republicans and about $133 million from Democrats.

Elon Musk spent roughly $224 million in Texas to support Republican candidates, including Ken Paxton and Greg Abbott; Abbott lost to Gina Hinojosa.

In the Texas race, James Talarico’s campaign focused on the cost of living and alleged corruption involving Ken Paxton, while Republican ads attacked Talarico on transgender issues, crime and taxes.

More than 31% of cycle ads focused on ethics or campaign finance, the highest share since 2012.

Attack ads elsewhere criticized Kansas Sen. Roger Marshall over patient-debt lawsuits, while a Republican-aligned super PAC ad portrayed Michigan Sen.-elect Abdul El-Sayed alongside references to “Death to America” and 9/11.

Travis Trawick said Republicans spread their spending across too many contests rather than concentrating on races they could protect, while Democrats targeted competitive races more efficiently.

Republicans increased spending in Texas while pulling funds from battlegrounds including Georgia and North Carolina.

Trawick said advertising could not overcome voter frustration with the economy and government corruption; exit polls also showed discontent with President Donald Trump’s handling of the Iran war and the economy.