WASHINGTON — MAGA Inc., the main pro-Trump super PAC, has committed $10 million to advertising in the Texas Senate race, giving Republican Ken Paxton additional support as he faces Democrat James Talarico in a closely watched contest.
MAGA Inc. disclosed the spending in a Federal Election Commission filing Saturday. The investment will fund television streaming and digital advertising, marking the super PAC’s first general-election expenditure.
The group will split the $10 million between positive ads supporting Paxton and negative ads targeting Talarico.
The spending comes as Republicans urge President Donald Trump and his allies to increase their involvement in Texas. Polls have shown Talarico with a narrow average lead, while his campaign has raised and spent significantly more than Paxton’s campaign.
Talarico raised more than $30 million in the second quarter, compared with more than $9 million for Paxton.
Several political analysts have rated the race a toss-up, an unusual position for Texas, where Democrats have not won a statewide election in more than three decades.
MAGA Inc. released two 30-second ads focused on taxes. The spots promote Paxton’s economic plan and criticize Talarico over property taxes and his 2019 vote against legislation that required cities and counties to hold elections before raising property tax revenue above 3.5%.
“Talarico? Higher taxes,” one ad says. “Paxton? Lower taxes. A clear choice.”
Talarico’s economic plan calls for higher taxes on corporations and billionaires while expanding tax credits for parents and lower-income workers.
Talarico spokesperson JT Ennis accused the pro-Trump group of misrepresenting the Democrat’s tax record.
“Billionaire-backed dark money groups are lying about James Talarico because they’re scared of the people-powered movement we’re building to fix this broken, corrupt political system,” Ennis said. “James was proud to vote for the largest property tax cut in Texas history and has consistently voted to cut taxes for working Texans.”
Republicans urge more spending
The new investment follows spending from America PAC, the political group funded by Texas billionaire Elon Musk. The group has spent about $1.4 million against Talarico on digital media and printing.
Senate Leadership Fund, which aligns with Senate Majority Leader John Thune, has not yet invested in Texas during the general election despite reserving advertising in other competitive Senate races.
Thune has urged Trump and his political allies to commit more resources to Texas, citing the importance of the race to maintaining Republican control of the Senate.
“We flat have to win there,” Thune said.
Sen. John Kennedy, R-Louisiana, also said Senate Republicans lacked enough money budgeted for Texas and expressed hope that Trump would spend $100 million to $200 million in the state.
MAGA Inc. had more than $400 million available at its last reported balance. Trump said Friday that he controlled nearly $1 billion through various political action committees and nonprofit organizations and expected to spend $400 million to $500 million during the midterm elections.
Talarico maintains advertising advantage
Talarico’s campaign has spent about $40.1 million on general-election advertising, according to AdImpact. Paxton’s campaign has spent about $264,000, with most of that amount going toward digital advertising.
MAGA Inc.’s investment focuses on connected television and digital platforms, where campaigns and political action committees compete under similar advertising rates.
Talarico has also benefited from a broader spending advantage. Democrats have spent about $41.7 million on the Texas Senate race, almost all from Talarico, compared with $24.3 million from Republicans, according to the figures cited in the report.
Paxton defeated Sen. John Cornyn in the Republican primary runoff earlier this year after receiving Trump’s endorsement. Trump has repeatedly praised Paxton and highlighted his loyalty.
Paxton thanked Trump while promoting the new MAGA Inc. advertising.
“Togther we will win for Texas and America,” Paxton said.
Before MAGA Inc. entered the race, Paxton received advertising support from Lone Star Liberty PAC, the main pro-Paxton super PAC, which has spent about $18.9 million in the general election. Other Republican-aligned groups have also supported his campaign.
The race could set a Texas record for campaign advertising spending. Sen. Ted Cruz has estimated that total spending could reach $200 million, matching the $202 million AdImpact tracked during Cruz’s 2024 general-election race against Democrat Colin Allred.
