Campaign Themes and Spending
Talarico campaigned on an economic populist message, focusing on the rising cost of living. He used a message centered on "top versus bottom instead of left versus right," telling supporters that the top 1% of wealthy Americans wanted the rest of the country to fight with one another instead of keep a check on those in power.
The race was one of the most expensive in the country, with more than a half-billion dollars spent in combined campaign ads, according to AdImpact. Elon Musk contributed a total of $158 million to the Senate Leadership Fund, which then gave the same amount to Texas PAC, the largest contributor to Paxton's campaign. Musk also gave $10 million to the Paxton-supporting Lone Star Liberty PAC.