John Cornyn (REP, incumbent), Colin Allred (DEM), Daniel Sims (LIB), Gulrez Gus Khan (REP), Jade Simmons (IND), James Talarico (DEM), Jasmine Crockett (DEM), Ken Paxton (REP), Michael Swanson (DEM), Sara Larue Canady (REP), Theodore Brown Jr. (LIB), Virgil Bierschwale (REP), Wesley Hunt (REP).
86 ads analyzed, 40 with at least one technique in the copy.
Newest first. The paid-for-by line is the advertiser's own filing.
Findings
As of 2026-09-23. Counts are of distinct ads; the same text run many times is one ad.
Ads analyzed
86 (Meta 72, YouTube 14) · started running between 2026-07-28 and 2026-09-22
With at least one technique
40 of 86 (47%)
Most common techniques
Loaded Language · 29 adsAppeal to Prejudice · 25 adsName Calling · 24 ads
Meta
32 of 72 (44%) flagged · Loaded Language (22), Appeal to Prejudice (19), Name Calling (18)
YouTube
8 of 14 (57%) flagged · Loaded Language (7), Appeal to Prejudice (6), Name Calling (6)
Reported Meta spend
$871,000–1,031,140 on all ads, $749,400–882,824 on flagged ads · Meta reports ranges; these are the sums of their ends
Example
“most corrupt politician in Texas” — Loaded Language, paid for by TALARICO FOR TEXAS
· the flagged ad with the highest reported spend that shows the most common technique
Money in this race
From FEC filings for 2025–26. Outside spending is money a group spends on its own about a candidate — TV and online ads, mail, canvassing. It is not a donation to the campaign, and the candidate does not control it. Supporting means it was spent to help that candidate win; Opposing means it was spent to defeat them, usually on attack ads. Groups report it within 24 or 48 hours as the election nears. Raised is the campaign's own fundraising, as of its latest quarterly report. Largest donors come from each outside spender's own FEC receipts, with each donor's share of its itemized receipts; donors under $100,000 are not named.
John Cornyn (REP, incumbent)
Raised
$8.6M through 2026-06-30individuals $3.8M · PACs $1.5M · party $62K · from the candidate's other committees $2.8M · cash on hand $542K
TEXANS FOR A CONSERVATIVE MAJORITY— $5.3M supporting CornynLargest donors: NAU, JOHN L. MR. III $6.9M (19%); OHIO WORKS INC. $5.5M (15%); AMERICA WORKS FUND INC $3.4M (9%); LEON RACHEL CORP $2.0M (5%); CONDORCET INITIATIVE CORP $1.6M (4%)LONE STAR LIBERTY PAC— $3.6M opposing CornynLargest donors: SCHARBAUER, DOUGLAS $1.2M (12%); KNUTZ, JONATHAN $1.1M (11%); PRESERVE TEXAS INC. $1.0M (10%); THOMAS J HENRY LAW PLLC $646K (6%); HEAVIN, GARY $500K (5%)FIGHTING FOR TEXAS— $700K opposing CornynLargest donors: STANDING FOR TEXAS $1.6M (>99%)CLEARPATH ACTION FUND, INC.— $515K supporting CornynLargest donors: CLEARPATH ACTION FOR CONSERVATIVE ENERGY INC. $4.0M (100%)NATIONAL ASSOCIATION OF REALTORS POLITICAL ACTION COMMITTEE— $506K supporting CornynLargest donors: CREPAC FEDERAL $2.5M (26%); TEXAS ASSOCIATION OF REALTORS FEDERAL PAC $1.4M (15%)and 6 more
TEXAS PAC— $30.4M opposing Talarico
· 6 ads on this pageLONE STAR LIBERTY PAC— $14.1M opposing TalaricoLargest donors: SCHARBAUER, DOUGLAS $1.2M (12%); KNUTZ, JONATHAN $1.1M (11%); PRESERVE TEXAS INC. $1.0M (10%); THOMAS J HENRY LAW PLLC $646K (6%); HEAVIN, GARY $500K (5%)MAGA INC.— $7.5M opposing TalaricoLargest donors: FORIS DAX, INC. $35.0M (9%); HENDRICKS, DIANE $25.0M (6%); ADELSON, MIRIAM O. DR. $25.0M (6%); YASS, JEFF $16.0M (4%); GEMINI TRUST COMPANY $14.4M (4%)LONE STAR RISING PAC— $5.2M supporting TalaricoLargest donors: HOFFMAN, REID $11.5M (53%); GOVERNMENT THAT WORKS PAC $3.8M (17%); AMERICA VOTES $900K (4%); WORKING FOR WORKING AMERICANS - FEDERAL $525K (2%); COXE, SIMONE $500K (2%)AMERICA PAC— $4.7M opposing Talarico
· 4 ads on this pageLargest donors: MUSK, ELON $20.1M (>99%)and 25 more
TEXAS PAC— $33.4M supporting Paxton
· 6 ads on this pageTEXANS FOR A CONSERVATIVE MAJORITY— $25.0M opposing PaxtonLargest donors: NAU, JOHN L. MR. III $6.9M (19%); OHIO WORKS INC. $5.5M (15%); AMERICA WORKS FUND INC $3.4M (9%); LEON RACHEL CORP $2.0M (5%); CONDORCET INITIATIVE CORP $1.6M (4%)MAGA INC.— $7.5M supporting PaxtonLargest donors: FORIS DAX, INC. $35.0M (9%); HENDRICKS, DIANE $25.0M (6%); ADELSON, MIRIAM O. DR. $25.0M (6%); YASS, JEFF $16.0M (4%); GEMINI TRUST COMPANY $14.4M (4%)LONE STAR RISING PAC— $5.4M opposing PaxtonLargest donors: HOFFMAN, REID $11.5M (53%); GOVERNMENT THAT WORKS PAC $3.8M (17%); AMERICA VOTES $900K (4%); WORKING FOR WORKING AMERICANS - FEDERAL $525K (2%); COXE, SIMONE $500K (2%)LONE STAR LIBERTY PAC— $4.4M supporting PaxtonLargest donors: SCHARBAUER, DOUGLAS $1.2M (12%); KNUTZ, JONATHAN $1.1M (11%); PRESERVE TEXAS INC. $1.0M (10%); THOMAS J HENRY LAW PLLC $646K (6%); HEAVIN, GARY $500K (5%)and 18 more
TEXANS FOR A CONSERVATIVE MAJORITY— $5.1M opposing HuntLargest donors: NAU, JOHN L. MR. III $6.9M (19%); OHIO WORKS INC. $5.5M (15%); AMERICA WORKS FUND INC $3.4M (9%); LEON RACHEL CORP $2.0M (5%); CONDORCET INITIATIVE CORP $1.6M (4%)CONSERVATIVE TEXANS PAC— $4.8M opposing HuntLargest donors: CONSERVATIVE AMERICANS PAC $5.0M (100%)LONE STAR LIBERTY PAC— $3.1M opposing HuntLargest donors: SCHARBAUER, DOUGLAS $1.2M (12%); KNUTZ, JONATHAN $1.1M (11%); PRESERVE TEXAS INC. $1.0M (10%); THOMAS J HENRY LAW PLLC $646K (6%); HEAVIN, GARY $500K (5%)FIGHTING FOR TEXAS— $930K supporting HuntLargest donors: STANDING FOR TEXAS $1.6M (>99%)REPUBLICAN VOTERS OF TEXAS PAC— $4,027 supporting Hunt
Paid for by America PACfrom 2026-09-20spend $7,000–7,99970,000–79,999 impressions
James Talarico says God is nonbinary and thinks there are six genders. We must DEFEAT him. Check your registration HERE!
James Talarico says God is nonbinary and thinks there are six genders. We must DEFEAT him. Check your registration HERE!
God made two genders. Talarico thinks there are six. Don't sit this election out. Check your voter registration NOW!
Appeal to PrejudiceFalse UrgencyBlack-and-White FallacyCard StackingLoaded LanguageAppeal to FearTransferName Calling100.0% of sentences flagged
Appeal to Prejudice: The sentence frames Talarico's theological and scientific views as implicitly offensive to religious and traditional in-group values, exploiting identity-based resentment — for example: presenting his views on God and gender as self-evidently disqualifying
False Urgency: The capitalized 'DEFEAT' creates an imperative call to action framed as an urgent moral necessity rather than a considered political choice — for example: We must DEFEAT him and Check your registration HERE!.
Black-and-White Fallacy: The sentence implies the only acceptable response to Talarico's views is total defeat, leaving no room for nuance, debate, or alternative responses — for example: 'We must DEFEAT him'
Card Stacking: The sentence selectively presents Talarico's statements on religion and gender to frame him negatively, omitting any context or broader policy positions — for example: presenting only the most provocative quotes to define him entirely
Loaded Language: The word 'DEFEAT' is capitalized for emotional emphasis, framing political opposition as a battle requiring urgent aggressive action — for example: 'We must DEFEAT him'
Appeal to Fear: The imperative framing implies dire consequences if this individual is not defeated, creating urgency and anxiety to motivate action — for example: 'We must DEFEAT him'
Transfer: Invokes divine authority to validate a political/social position on gender, borrowing legitimacy from religion — for example: using God's name to settle a contested empirical and social debate.
Name Calling: Uses Talarico's name to attach a discrediting label by implication, framing their position as absurd or extreme without engaging the argument — for example: singling out a named individual to mock their stated belief.
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by America PACfrom 2026-09-20spend $4,500–4,99950,000–59,999 impressions
It's the two-minute warning and James Talarico is in the red zone. You're the last line of defense. STOP him!
It's the two-minute warning and James Talarico is in the red zone. You're the last line of defense. STOP him!
James Talarico thinks there are six genders and wants to use your tax dollars on sex changes for kids. DEFEAT him!
Loaded LanguageAppeal to FearFalse UrgencyName Calling20.0% of sentences flagged
Loaded Language: The phrase 'sex changes for kids' is emotionally charged and deliberately inflammatory framing designed to provoke outrage rather than describe policy accurately — for example: 'sex changes for kids'
Appeal to Fear: The claim that tax dollars will be used for 'sex changes for kids' is designed to create anxiety and alarm in the reader about a threat to their finances and children — for example: 'use your tax dollars on sex changes for kids'
False Urgency: The imperative 'DEFEAT him!' in all caps creates artificial urgency pressuring the reader to act immediately without deliberation — for example: 'DEFEAT him!'
Name Calling: The sentence frames Talarico with a derogatory characterization intended to discredit him rather than engage with his actual policy positions — for example: 'thinks there are six genders'
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by America PACfrom 2026-09-20spend $10,000–14,999125,000–149,999 impressions
James Talarico thinks there are six genders. Texas can't let him win. Make your plan to VOTE and defeat him!
It's time to shine the lights on Talarico. He thinks God is nonbinary and that there are 6 genders. We must DEFEAT HIM.
Card StackingAppeal to PrejudiceBlack-and-White FallacyFalse Urgency100.0% of sentences flagged
Card Stacking: Presents a single isolated belief of the opponent to frame him negatively, omitting any broader context about his positions or record — for example: reducing a candidate to one controversial statement
Appeal to Prejudice: Invokes Texas identity and in-group loyalty to frame the candidate as incompatible with 'Texas values', pressuring readers through regional identity — for example: implying real Texans must oppose him
Black-and-White Fallacy: Frames the situation as a binary — either Texas stops him or he wins — leaving no room for nuance or alternative outcomes — for example: 'Texas can't let him win'
False Urgency: Uses imperative language and emphasis ('VOTE') to create artificial urgency and pressure immediate action without deliberation — for example: 'Make your plan to VOTE and defeat him!'
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by America PACfrom 2026-09-20spend $25,000–29,999350,000–399,999 impressions
It's the two-minute warning and James Talarico is in the red zone. You're the last line of defense. STOP him!
James Talarico thinks there are six genders and wants to use your tax dollars on sex changes for kids. DEFEAT him!
Loaded LanguageAppeal to FearName Calling33.3% of sentences flagged
Loaded Language: The phrase 'sex changes for kids' is emotionally charged and deliberately inflammatory, designed to trigger a visceral reaction rather than describe policy accurately — for example: 'sex changes for kids'
Appeal to Fear: The claim that tax dollars will be used for 'sex changes for kids' is framed to provoke anxiety and outrage in the reader about their money being used for something they may find alarming — for example: 'use your tax dollars on sex changes for kids'
Name Calling: Attributing the belief that 'there are six genders' is used as a derogatory label to discredit Talarico rather than engage with his actual policy positions — for example: 'thinks there are six genders'
Claims checked
“wants to use your tax dollars on sex changes for kids” Checked as: James Talarico wants to use tax dollars on sex changes for kidsNo authoritative evidence found
Verdict right?
An ad is on this page because its own "Paid for by" line is a campaign in this race; or it comes from a national Senate group and ran mostly in TX; or it ran mostly in TX and names a candidate — unless its sponsor is a campaign for some other office. Ads from outside groups appear alongside the campaigns' own.
Campaigns run one text as many separate ads. Identical text from the same sponsor is one card here, marked with its number of variants.
A technique is a specific manipulative move in the wording, found by our model and explained in one line. It is not a claim that the ad is false.
Claims are checked when a reader asks: press "Check this ad's claims" on a card. The check runs once and its result is shown to everyone afterwards. The ten ads with the most money behind them in each race are checked ahead of time.
Claim verdicts say what the cited sources say. A verdict that an ad is wrong or misleading is shown only when it cites an established fact-checker or an institutional record — Congress, a federal agency, a court — and its confidence is not low; a weaker one is not shown at all. Each verdict shows what it rests on and how confident it is. If we got one wrong, press Disagree: a verdict that readers dispute and no one defends comes down.
Video ads come from the campaigns' own YouTube channels; the transcript is analyzed. Meta ads are analyzed on their text; their video and images are not, yet.
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