Republicans are leaning into immigration enforcement as one of their top campaign issues this midterm cycle — despite a rocky start to the year for messaging on the president's top policy.
An NPR analysis of advertisement data from the firm AdImpact shows that when it comes to immigration, Republicans are spending more money and running more ads than Democrats are. The data set includes ads purchased from January through June, before immigration enforcement officers shot and killed people in Maine and Texas this month.
These political ads offer one indication of where each party sees its momentum going with voters, as candidates across the country gear up for the general election in November. The data suggests Republicans see immigration as a winning issue: Since the start of the year, Republicans and their supporting organizations have run nearly 300 ads nationwide that either include a mention of immigration or are solely about immigration. This compares to 62 ads from Democrats and their supporting organizations.
"Republicans stood up for Americans. Democrats sat down for illegals. Thomas Massie sides with these radical-left lunatics," reads one ad funded by the MAGA KY PAC, a political action committee that was set up to defeat Republican Rep. Thomas Massie in the primary. The ad cost over $831,000; Massie, a frequent critic of President Trump, went on to lose his race to Trump-endorsed candidate Ed Gallrein.
Among the most expensive was a $928,000 ad buy in the Michigan governor's race.
"No greater example of waste, fraud, and abuse in Michigan than using our tax dollars to give benefits to illegal immigrants. As governor, I'll be incredibly supportive of ICE coming here and removing these fraudsters," says Republican candidate Perry Johnson, who calls himself a "MAGA Conservative" and has pitched his business approach to running a state.
Immigration was a winning issue for Republicans in the 2024 elections, with themes like increasing border security and reducing crime.
"Campaigns are not trying to change minds. They're trying to shape what the election's about. They're trying to energize the voters they already have," said Cameron Shelton, a professor of political economy at Claremont McKenna College. "If Republicans are investing much more heavily in immigration advertising, one interpretation is that they believe immigration is exactly that kind of [mobilizing] issue in today's electorate."
Immigration and enforcement are among the top issues for both parties
Most of the ads have run during the primary season, which is now more than half over. Since more than 90% of seats up for grabs in gubernatorial, House and Senate races are considered safe for one party or another, the primary campaign has become decisive for many candidates nationwide.
Some Democrats became more vocal on the issue of immigration at the start of 2026, particularly in states that were seeing intense waves of enforcement. Democrats in New Jersey, Illinois and Minnesota, for example, referenced the administration's tactics in their calls to "abolish ICE," or Immigration and Customs Enforcement, and argued the administration had gone too far.
The Illinois Future PAC ran two ads, each worth more than $800,000, earlier this year to support Juliana Stratton's stance on abolishing ICE. The current lieutenant governor later won the Illinois Democratic primary for Senate.
But months into the year, Democrats have prioritized other topics, often to differentiate themselves from members of their own party, like on healthcare, while Republicans are keeping immigration-related themes on Americans' screens.
During the primary season, Shelton said, campaigns are testing out the issues they think might matter through the general election.
For both parties, "Donald Trump" is the top subject in TV ad buys, according to data from AdImpact. "Immigration" is the issue with the second-highest spending for Republicans; for Democrats, "ICE" is the third-highest, after "healthcare."
"It's a signal to donors, it's a signal to activists, to interest groups, to local candidates. It helps coordinate a lot of the actors that we think of as the party," Shelton said. "That's another reason why some of these early ads are interesting, because they are signals of the direction that is trying to be set out."
Republicans link top issues to immigration
Between January and June, Republicans outspent Democrats on immigration-related political advertising by about $36 million. Republican ads focused on immigration, which total $53 million in spending, have aired across the country in 88 races and 27 states. Ads for Democratic candidates, which total $17 million, have run in 20 races and 11 states, primarily those that have seen increased immigration enforcement action like California, New York and Illinois.
"Republican candidates have a large menu of issues we are on the right side of that are all very popular amongst voters," said Mike Marinella, national press secretary at the National Republican Congressional Committee. He listed the border, crime and the economy as issues that Republican candidates can connect to immigration.
"Immigration intersects with each of them," he said. "The most effective message depends on the district and how those issues are affecting that particular community," he added.
Zach Lahn, who won the GOP primary bid for Iowa governor, spent about $475,000 on an ad in May that vowed to ban H-1B visa holders from being hired by Iowa government agencies and universities, linking immigration and economic concerns.
Crossings at the border have plummeted since Trump took office. Marinella said candidates are still keeping the issue of border security top of mind for their voters.
A majority of the ads promoting Republican candidates include keywords such as "securing the border" and discuss border wall funding and crime. Some also go a step further to talk about specific proposals supported by the administration, such as limiting commercial driver's licenses and supporting the SAVE America Act, which would require stricter proof of citizenship to vote.
For example, in Florida's 19th congressional district, Jim Oberweis, one of several candidates vying for the GOP seat, spent $880,000 on seven ads that advocated for ending birthright citizenship.
Democrats lean into pro-immigration statements
Ads promoting Democratic candidates, on the other hand, shy away from specific policy proposals. Instead, they include criticism of incumbents for recent votes on bills that have provided funding to immigration officers or expanded the scope of who could be detained. Others focus on personal connections to immigration, proposals to limit enforcement and general pro-immigrant statements.
"Democrats are finding their voice on immigration after a rough few years during the Biden administration," said Frank Sharry, senior fellow at Third Way, a centrist think tank. "I don't think they'll be running a bunch of ads on it. I do think they'll be speaking to the issue and winning the argument, which is more important than whether they run ads on it or not."
A poll from Gallup released in July shows that most Americans think immigration is a good thing, and a majority support some form of pathway to citizenship rather than a blanket deportation policy — though there are sharp differences by party. A majority of Republicans favor hiring more Border Patrol agents, deporting anyone without legal status and banning sanctuary cities.
Republican ads broadcast during Senate races in Ohio, Texas and Alaska and gubernatorial contests in New York and Iowa are already starting to target Democrats. Strategists said this trend suggests how each party may lean into immigration leading up to the November election. But they also caution against reading too much into advertisements to gauge party strategy.
"Back in the day, ads were king. Now you have so many diverse streams of information arriving to people on their phones that it's just not the same," Third Way's Sharry said, noting interviews, debates, and other forms of public statements aren't captured in the ad data.
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