Despite economy focus, Republicans emphasize transgender issues, putting cultural concerns at center of $183 million ad push
A costly campaign focus
Republican groups aired transgender-themed ads about 217,000 times across federal, state and local races through Oct. 25, AdImpact estimated. The $183 million total was up from $151 million spent by the same point in the 2024 general election.
Democrats spent roughly $11 million on related ads, largely to respond to Republican attacks. The figures reflect a major gap in campaign spending on the issue.
Trump’s campaign message
The advertising aligned with messages from Republicans on the campaign trail, including President Donald Trump. He has downplayed rising gasoline prices and other costs while portraying Democratic policies as a threat to children.
At a rally in Corinth, Mississippi, Trump attacked Democrats over transgender issues. At a Florida rally the previous day, he repeatedly spoke about men in women’s sports and used the term “mutilization,” the report said.
Voters rank other issues higher
The emphasis comes as polling suggests transgender issues are not a top concern for most voters. An October AP-NORC poll found only about 1 in 10 registered voters called them one of the election’s most important issues.
Roughly 8 in 10 named the economy or cost of living, while healthcare and the war with Iran also ranked above transgender issues. The article describes the issue as an emotional motivator for Republicans, particularly in Republican-leaning states.
Ads target Senate candidates
The Texas ads aired an estimated 50,000 times and cost $58 million, about two in 10 ads in the Senate race. In Ohio, Republican groups led by the Senate Leadership Fund PAC spent nearly $26 million on attacks against Democratic Senate candidate Sherrod Brown. Brown’s campaign called the ads a “total lie” and a distraction from the economy; PolitiFact rated the fund’s ad false.
Republican pollster Wilson questioned whether the ads were changing minds or reinforcing existing views. “Those are two very different things,” Wilson said, adding that the spending alone does not answer which effect is occurring.
Key points
- Republicans spent an estimated $183 million on transgender-related television ads through Oct. 25.
- Democrats spent roughly $11 million on similar ads, mostly to defend against attacks.
- About 1 in 10 registered voters ranked transgender issues among the election’s most important concerns.
- Texas ads targeting James Talarico cost an estimated $58 million and aired about 50,000 times.