By Basant El-Faramawy
Republicans have spent an estimated $183 million on television ads focused on transgender-related attacks against Democrats in the final phase of the 2026 midterm elections, according to data from AdImpact provided to The Associated Press. The investment through October 25 produced about 217,000 TV spots nationwide and exceeds the amount Republicans spent on similar ads at the same point before the 2024 presidential election.
Strategy contrasts with voter priorities
The massive spending reflects a bet by struggling GOP candidates that the divisive cultural issue can overcome voter concerns about the economy and President Donald Trump's leadership. Trump has emphasized transgender issues at rallies, describing Democratic policies as a threat to children, while downplaying rising costs such as gasoline prices.
Spending concentrated in key Senate races
Texas' Senate contest has drawn the largest share, with an estimated $58 million for more than 50,000 airings. Heavy investment also appears in Ohio, Kansas, South Carolina, Iowa, and Mississippi. In Ohio, Republican groups have spent nearly $26 million on ads targeting Democratic Senator Sherrod Brown, featuring a person who de-transitioned after surgery as a minor. Brown's campaign called the ads a "total lie" and a distraction from economic issues.
Democrats spend far less on defense
Democrats have spent roughly $11 million on transgender-related ads, largely to defend against the attacks. Texas Democratic candidate James Talarico has publicly opposed gender-reassignment surgery for minors, but Republican ads accuse him of supporting taxpayer funding for such procedures.
Pollster questions ad effectiveness
Only about 1 in 10 registered voters say transgender issues are among the most important in the election, according to an AP-NORC poll, far below the economy and cost of living. Republican pollster Chris Wilson said the ads may serve as a proxy for broader values rather than a top voting priority, and it remains unclear whether the spending persuades voters or simply reinforces existing attitudes.
