CBS News Texas DFW Station Sees Surge in Political Ad Spending

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According to a report in The Hollywood Reporter, the CBS News Texas KTVT station in the Dallas-Fort Worth market has seen a surge in political ad spending from two Texas state representative candidates running for the U.S. Senate. The report states that one candidate, James Talarico, committed over $169,000 in ad spending on the CBS station in February, while the other candidate, Jasmine Crockett, spent over $52,000 on the station during the same period.

Why it matters

The high level of ad spending on the Dallas-Fort Worth CBS station by the two Senate candidates highlights the importance of the Texas media market in statewide and national elections. The report suggests that the CBS affiliate is emerging as a "surprising winner" in the ad buys, potentially indicating a shift in political advertising strategies in the state.

The details

The report breaks down the ad spending, noting that Talarico's campaign secured the most ad time during early primetime access, local news, and the daytime game show The Price is Right. Crockett's campaign, meanwhile, focused more on digital advertising but still committed over $52,000 to the CBS station, with the most spots airing during daytime soap operas and local news. Crockett also spent $1,400 to advertise during The Late Show with Stephen Colbert, which featured an interview with Talarico.

• The ad spending data is from February 2026.

What’s next

The report suggests that the high level of ad spending on the Dallas-Fort Worth CBS station by the two Senate candidates indicates a shift in political advertising strategies in Texas, but it's unclear if this trend will continue leading up to the election.