State Representative James Talarico has unveiled a new Spanish-language advertising campaign aimed at bolstering his support among Latino voters. This initiative will be broadcast on Univision across nearly a dozen of Texas’ largest media markets, marking a significant early effort in his race against U.S. Representative Jasmine Crockett for the Democratic nomination in the upcoming U.S. Senate election.
The ad, titled “¡Vale La Pena!” or “Worth It!”, emphasizes Talarico’s commitment to public education, highlighting his efforts as both a teacher and a state legislator to enhance teacher salaries and oppose private school vouchers. The ad will air twice during Thursday’s international friendly soccer match between Mexico and Panama in 11 key media markets within the state. Details regarding the financial backing for this advertisement were not disclosed by Talarico’s campaign.
The ad features a narrator stating, “James Talarico — porque la educación de nuestros hijos sí vale la pena,” which translates to “because the education of our children is worth it.” This message aligns with Talarico’s political platform and aims to resonate with Latino families concerned about educational funding.
In addition to the television spot, Talarico’s campaign is launching a comprehensive Spanish-language outreach effort that includes new social media channels dedicated to promoting his message in Spanish, featuring content from Spanish-speaking creators.
Talarico and Crockett are set to compete in the Democratic primary on March 3, with the victor aiming to become the first Texas Democrat to secure a statewide office in over three decades. Republican Senator John Cornyn is also running for reelection, facing a competitive primary challenge from Texas Attorney General Ken Paxton and U.S. Representative Wesley Hunt from Houston.
Recent polling indicates that Latino Texans could represent 25% to 30% of the Democratic primary electorate. Talarico has shown a strong lead among Latino voters, including a recent Emerson College poll revealing a 34-point advantage over Crockett, although this was based on a relatively small sample. A December poll from Texas Southern University also indicated a 10% lead for Talarico among Latino voters.
Latino voters constituted nearly 25% of the votes cast in Texas’ 2024 general election, with estimates suggesting they will play a pivotal role in the upcoming 2026 midterms. Republicans, particularly under the leadership of former President Donald Trump, made notable gains with Latino voters in South Texas during the previous election cycle.
With this Spanish-language content rollout, the Talarico campaign aims to effectively engage Spanish-speaking voters ahead of the general election. This strategic move may provide Talarico with a competitive edge over Crockett, who faced criticism for a comment regarding Latino Texans’ attitudes toward immigration, which some perceived as insensitive.
Crockett has also initiated outreach efforts, launching a digital ad titled “Juntos con Crockett” and maintaining social media channels to connect with Latino voters.
The Talarico campaign’s Spanish-language TV ad will be broadcast in several media markets, including Houston, Dallas, Austin, San Antonio, Harlingen/McAllen, El Paso, Laredo, Corpus Christi, Lubbock, Midland/Odessa, and San Angelo.
Additionally, the campaign has introduced “Talarico en Español” social media channels across platforms such as Twitter, Instagram, and TikTok, where Talarico has previously garnered a significant following. These channels will include a direct-to-camera video in which Talarico introduces himself in Spanish, acknowledging his linguistic skills while sharing his biography and inviting voters to engage with the content.
Future social media updates will feature collaborations with Spanish-speaking digital influencers, including Houston-based immigrant rights advocate Carlos Eduardo Espina, further expanding Talarico’s outreach to the Latino community.
