Chicago Bears fans were thrilled to see the team’s emphatic win over the New York Jets on Sunday, but many were left wondering why they had seen so many ads around Texas’ contentious Senate race.
That race, pitting Democratic nominee James Talarico against Texas Attorney General and Republican nominee Ken Paxton, has already seen more than $200 million in spending, and there is still a month left before the November election.
With that kind of money being spent, it’s no small wonder that airwaves in Texas would be flooded with advertisements, but fans undoubtedly noticed the slew of advertisements from Political Action Committees backing Paxton’s candidacy during Sunday’s Bears game.
So why were the ads so pervasive in Illinois, as well as Iowa, Virginia, and numerous other states?
The answer has to do with the size of Texas itself.
Texas is one of the most expensive states in the country to purchase political ads, with 20 different markets requiring payment for those advertisements, according to experts.
Instead of paying for advertisements in each individual market, the PAC’s behind the tsunami of ads are instead spending money on national ad buys, which saves them money and allows them to purchase more advertisements.
The advertisements are also popping during college football games and other sporting events, and there is a big reason why: live sports are unquestionably the most-watched programming being offered on television today. In fact, the NFL accounted for 83 of the top 100 most-watched television programs in 2025, and college football also occupied several spots on that list.
As a result, political ads are going to blanket the airwaves during sporting events, with the national ad buys used in lieu of local buys.
The question now is whether or not the ads will work, and there is some question over how effective they will be, with many fans expressing their frustration at the constant bombardment of advertisements for a political race unfolding more than a thousand miles away.
That race between Talarico and Paxton could result in the first flip of a Texas Senate seat into the Democratic column in more than 40 years, and is being viewed as a big test for Republicans as they face strong political headwinds amid the ongoing war in Iran and concerns over affordability.
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