Political Ads May Reach Viewers Outside Key Senate Races
Media buyers expect more national political ads for Senate candidates in states where many viewers cannot vote. A Texas PAC recently ran ads during NFL broadcasts that reached fans in Minnesota and New York, likely because national spots can cost less than buying local markets. Experts say similar copycat buys could appear in other races before Election Day.
The Texas PAC ad, backing Republican Ken Paxton’s Senate bid, aired during Fox’s afternoon NFL coverage and reached viewers in Minnesota and New York as well as Texas. Media buyers expect similar nationwide buys in Texas and possibly Ohio and Michigan, since one national placement may cost less than many local market purchases.
Texas has 20 media markets, including Dallas-Fort Worth and Houston. PACs lack the guaranteed lowest unit rates and reasonable access that candidate committees get, and NFL broadcasts reduce local ad inventory. A Fox affiliate charged a conservative super PAC $200,000 for 30 seconds in 2024; Texas PAC paid $400,000 for comparable late-September airtime and planned $30 million in TV spending.
This could affect viewers in states without competitive Senate contests, who may see messages aimed at voters elsewhere and feel confused or excluded. It may also shape how campaigns and PACs allocate limited advertising dollars, potentially raising costs or crowding local ad space. Broadcasters could benefit from national buys, while voters in target states may face different information environments.