Washington — A recent CNN analysis of AdImpact data reveals a stark contrast in how the two major parties are using President Trump in television advertising as the 2026 midterm elections approach. From September 1 to September 15, Republican advertisers aired just 12 TV spots that mentioned the president, representing less than 1% of the more than 500 Republican ads produced in that period and roughly $1 million of spending.

Republican Strategy Focuses on Policy, Not the President

Republican strategists say the party is choosing to highlight policy achievements and criticize Democratic candidates rather than lean on President Trump’s name, which they view as a political liability. A veteran Republican ad strategist, who spoke on condition of anonymity, told CNN, “The president is not the best message or our best messenger at this point.” The strategy includes heavy promotion of tax‑cut achievements, such as the One Big Beautiful Bill Act, with more than 200 tax‑related ads costing over $70 million in September alone.

Republican candidates are also seeking to energize the president’s base without alienating voters who are frustrated with the direction of the country. Some GOP candidates, like Rep. Mike Lawler of New York, are still featuring the president in ads that tout their work on tax policy, but these are the exception rather than the rule.

Democrats Embrace the President in Their Messaging

In contrast, Democratic advertisers have spent nearly $23 million on 95 TV ads that mention President Trump, accounting for about one‑fifth of their ad budget for the same period. These ads aim to tie Republican incumbents and challengers directly to the president, portraying him as a central figure in the Democratic narrative for winning control of the House and Senate.

Examples include a Michigan Democratic super PAC ad that labels Senate nominee Mike Rogers “all in on the war, all in on Trump,” and a Maine spot that suggests Senator Susan Collins “does what’s best for Trump.”

Polling Shows Mixed Public Sentiment

According to CNN’s Poll of Polls, President Trump’s national approval rating stands at 36%. While this figure reflects a challenging environment, the president continues to command a loyal base that fuels his rallies and public statements, such as his claim that the U.S. economy is “the hottest in the world.”

Despite the low presence of his name in Republican ads, the president remains active on the campaign trail, recently holding a rally in Ohio to support former RNC chairman Michael Whatley in a Senate race.

Super PAC Activity Remains Strong

Outside groups linked to the president’s political organization are pouring money into the midterm battle. No Going Back PAC, associated with MAGA Inc., reported more than $400 million in cash on hand and has spent over $100 million on fall ads aimed at defending vulnerable Republicans. However, these ads have largely avoided direct references to President Trump, focusing instead on attacking Democratic candidates.

One ad from the group warned that “there’s something not right about Abdul El‑Sayed,” targeting the Democratic Senate nominee in Michigan, while another criticized former Senator Sherrod Brown for “taking every dollar away.”

What This Means for Voters

The divergent advertising approaches suggest that Republicans are betting on policy achievements and localized messaging to win over swing voters, while Democrats are leveraging the president’s national profile to energize their base and paint Republican candidates as extensions of his agenda.

As the midterm season intensifies, voters will see fewer direct references to President Trump in GOP ads, but his influence will remain a central theme in Democratic messaging. The outcome of this strategic split could shape the balance of power in Congress after the November elections.

Original reporting: El Paso News (HLL/CB) — read the source article.