Talarico airs first TV ad attacking Ken Paxton in Senate race
Democratic U.S. Senate nominee James Talarico is launching his first negative television ad against Ken Paxton, Texas attorney general and his Republican opponent, in a 30-second spot titled "Most Corrupt." The ad debuts Saturday during Texas Christian University's opening football game against North Carolina, part of an existing eight-figure statewide buy after nearly $29 million in mostly positive ads.
Key Takeaways
- Talarico's "Most Corrupt" ad is his first paid on-air attack against Ken Paxton in either the primary or general election.
- The spot highlights Paxton's 2023 Texas House impeachment and growth of his real estate portfolio while in office.
- Talarico spent nearly $29 million on positive biographical TV ads before this negative turn.
- Paxton has spent little on general-election advertising; allied GOP groups are airing ads hitting Talarico on other issues.
- Talarico also filed a court motion to unseal Paxton depositions, according to MS NOW.
What does Talarico's new ad say about Ken Paxton?
The ad, titled "Most Corrupt," includes footage of Talarico bashing Paxton on the campaign trail. In the spot, Talarico calls Ken Paxton "the most corrupt politician in Texas" and warns, "We cannot afford Ken Paxton's corruption."
The message centers on allegations of corruption tied to Paxton's 2023 impeachment by the Republican-controlled Texas House over abuse-of-office allegations. The Texas Senate ultimately acquitted Paxton on all charges. The ad also highlights Paxton's large real estate portfolio and the growth of his net worth while in office—lines Talarico has used frequently on the stump.
Why is Talarico shifting to negative TV ads now?
Until this week, Talarico's advertising strategy was almost entirely positive. His campaign spent nearly $29 million on ads introducing voters to his background as a teacher, his grandfather, and his concerns about the cost of living. He beat Rep. Jasmine Crockett in the March primary while airing exclusively positive and biographical television spots.
Talarico previously attacked Paxton in an online ad, but the new spot is the first negative advertisement on television that his campaign has put significant money behind. The timing contrasts with recent Texas Senate races: Democrat Colin Allred released an ad attacking Sen. Ted Cruz in February 2024, before the primary, while Beto O'Rourke aired his first negative ads in mid-October 2018.
The campaign's broader pressure on Paxton also includes a court motion to unseal Paxton depositions, as MS NOW reported. For more on how campaigns weaponize digital and broadcast media, see our Future Tech & AI Wonders coverage.
How has Ken Paxton responded?
Paxton has spent very little on advertising in the general election so far. Several allied Republican groups went on television in the past week with ads attacking Talarico for his vote on a bill banning the sale of Texas land to individuals, governments, or entities connected to China.
In a statement, Paxton senior advisor Nick Maddux said Texas voters do not support Talarico's record. Maddux called Talarico's moves "a desperate attempt to hide his own far-left record" and said releasing ads on "debunked insider attacks" would not distract voters from what he described as Talarico's support for higher taxes, defunding police, and other progressive positions.
What does this mean for the Texas Senate race?
The ad marks a clear escalation in a competitive contest for the open Senate seat. Talarico is betting that Paxton's impeachment history and personal finances will resonate with voters who have seen similar attacks fail in past campaigns. Paxton, meanwhile, is leaning on allied outside groups and a counter-narrative focused on Talarico's legislative record.
The first broadcast is scheduled for Saturday during TCU's home opener against UNC, giving the spot high visibility in a football-heavy media market. Whether the corruption frame moves polling will depend on whether voters view Paxton's acquittal as closure or an unresolved question—details documented in the Texas Tribune's reporting on the race.