Donald Trump · Republicans · Axios · US Senate · Axios
His party has run the other way.The big picture: Ads from both parties in Senate
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House and gubernatorial races have shifted from a heavy focus on Trump during the primaries to a much greater emphasis on the economy in the general election.
Key facts
- In Senate races, Republican ads mentioning him fell from 77% to 22%.Governor's races saw the same shift: Republican ads mentioning Trump fell 34 percentage points
- Trump appeared in 66% of House Republicans' primary ads but shows up in 3% of their general election ads
- Ads referencing law enforcement fell from 11% of Republican Senate primary ads to 6% in the general election, even as their mentions of crime increased
- Trump appeared in 45% of Democratic primary ads, but 18% of their general election ads
Summary
Data: AdImpact; Chart: Erin Davis/AxiosRepublicans on the ballot this cycle have all but stopped mentioning President Trump in their campaign ads, according to an Axios analysis of broadcast advertising data from AdImpact. Trump has tried to make the 2026 midterms a referendum on his presidency. Both parties have also leaned much more heavily into health care, with a noticeable increase among House Republicans.