Children play on the Mexico-U.S. border wall in Playas de Tijuana, Mexico, on May 10. Border security is a major theme in Republican advertising during the 2026 midterm elections. Joseph Prezioso/AFP via Getty Images
Joseph Prezioso/AFP via Getty Images
Despite initial challenges in articulating the president’s key policies, Republicans have increasingly targeted immigration enforcement as a central issue in their mid-cycle campaigns.
According to an NPR analysis of ad data from AdImpact, Republican spending on immigration-related advertisements significantly surpasses that of Democrats. The data covers ad purchases from January to June, prior to the tragic events this month in Maine and Texas involving immigration enforcement officers.
This surge in political advertising provides insight into the perspectives of both parties as candidates gear up for the November general elections. The findings indicate that Republicans view immigration as a pivotal issue. Since the start of the year, Republican entities have launched nearly 300 advertisements focusing on immigration, compared to just 62 ads from Democratic candidates and their allies.
For instance, a recent advertisement funded by MAGA KY PAC—established to challenge Republican Rep. Thomas Massie in the primaries—asserts, “Republicans stood up for the American people. Democrats sat for illegals.” With an advertising budget exceeding $831,000, Massie ultimately lost to Trump-endorsed candidate Ed Gullane.
The heftiest ad expenditure was a $928,000 investment in the Michigan gubernatorial race. Republican candidate Perry Johnson declared, “There is no greater example of waste, fraud, and abuse in Michigan than utilizing our tax dollars to benefit illegal immigrants,” positioning himself as a strong proponent of ICE enforcement.
For Republicans, immigration has emerged as a winning theme in recent elections, underscoring calls for enhanced border security and crime reduction.
Cameron Shelton, a political economy professor at Claremont McKenna College, notes, “Campaigns aren’t focused on changing opinions; they aim to shape the electoral dialogue and energize existing supporters.” The substantial investment in immigration ads suggests Republicans believe this issue will galvanize today’s voters.
Immigration remains a central concern for both parties.
Most immigration-related advertisements were aired during the primary season, which is now entering its final stretch. Over 90% of contested gubernatorial, House, and Senate races are deemed secure for one party or the other, making primary elections critical for many candidates nationwide.
In early 2026, some Democratic lawmakers amplified their voices on immigration, especially in states experiencing intense enforcement measures. Lawmakers in New Jersey, Illinois, and Minnesota called for the abolition of ICE, arguing the current administration’s tactics have gone beyond acceptable limits.
Illinois Future PAC, supporting Julianna Stratton’s stance on abolishing ICE, invested over $800,000 in two ads earlier this year. Stratton successfully won the Illinois Senate Democratic primary.
However, as 2026 progresses, Republicans continuously emphasize immigration in their advertising strategies, while Democrats shift focus to other topics, including healthcare, to distinguish themselves from intra-party rivals.
Shelton points out that campaigns often experiment with various issues during primary seasons to gauge what may resonate with voters in the upcoming general election.
Data from AdImpact reveals that “Donald Trump” stands out as the leading topic for TV ad spending across both parties, with immigration emerging as the second-highest area of expenditure for Republicans and “ICE” ranking third for Democrats, following healthcare.
“This serves as a signal to donors, activists, and local candidates, helping to align various groups within the party,” Shelton adds. “The early nature of these ads reflects the strategic direction being pursued.”
Republicans strongly address immigration in their campaigns.
Between January and June, Republicans allocated approximately $36 million more on immigration-centric political advertisements than Democrats. Immigration ads from Republicans accounted for $53 million, strategically disseminated across 27 states and 88 congressional districts. In contrast, Democratic candidates spent $17 million in 20 districts and 11 states, primarily focusing on states with stringent immigration policies such as California, New York, and Illinois.
Mike Marinella, spokesperson for the National Republican Congressional Committee, emphasizes that Republicans possess numerous issues that are popular with voters, including border security, crime, and the economy, invariably tied to their immigration messaging.
“The most compelling messages will vary by district and reflect how these issues resonate in that community,” he stated.
Zach Rahn, who won the Iowa Republican gubernatorial primary, invested about $475,000 in May on ads linking immigration with economic concerns and advocating for a ban on H-1B visa holders from working in Iowa government and educational institutions.
Under President Trump’s administration, there has been a significant decline in border crossings; however, candidates still view immigration as a priority for voters.
The Republican candidate advertisements emphasize phrases like “secure borders,” discussing funding for border security and crime issues. Some delve deeper, addressing specific proposals favored by the Trump administration, such as restricting commercial driver’s licenses and supporting the SAVE America Act, which mandates proof of citizenship for voting.
In Florida’s 19th Congressional District, candidate Jim Oberweis spent $880,000 on seven ads advocating the repeal of birthright citizenship.
Democrats’ ads focus on pro-immigration sentiments
In contrast, Democratic campaign ads tend to steer clear of specific immigration policies. Instead, they concentrate on criticizing incumbents’ recent votes regarding the funding of immigration authorities and expanding detainment capabilities. Many Democratic messages highlight personal connections with immigrants and propose limitations on enforcement combined with general pro-immigration rhetoric.
Frank Sharry, a senior fellow at the centrist think tank Third Way, observes, “Following a challenging period under the Biden administration, Democrats are beginning to assert their stance on immigration. While they may not inundate the airwaves with ads, they will engage in discussions on the issue to win the narrative. This is more crucial than simply launching advertisements.”
A recent Gallup poll indicated that a majority of Americans view immigration positively, expressing greater support for pathways to citizenship over deportation. However, opinions differ significantly between political parties; many Republicans advocate for increased Border Patrol staffing, deportations of individuals without legal status, and bans on sanctuary cities.
Recent Republican advertisements targeting Democratic candidates in U.S. Senate races in Ohio, Texas, and Alaska, as well as gubernatorial contests in New York and Iowa, highlight an emerging trend as parties prepare for the November elections. Nevertheless, strategists caution against overanalyzing these advertisements to understand broader party strategies.
Sharry warns, “While traditional advertising was once dominant, the landscape has shifted greatly, exposing audiences to diverse sources of information that extend beyond ad campaigns,” referencing the impact of interviews, debates, and other forms of public dialogue that are not reflected in advertising data.
