Data from AdImpact indicates that Republican candidates for the upcoming November midterm elections mentioned President Donald Trump in 12 television advertisements between September 1 and September 15, 2026. These advertisements represented a combined $1 million in spending, while more than 500 Republican-produced ads were part of a $160 million total investment during the same period.
The reports follow a period of low approval ratings for the president, which have reached the low 30s. According to reports from CNN and Politico, Republican campaigns have prioritized criticizing Democratic rivals over publicizing associations with Trump or his record. A veteran Republican ad strategist told CNN that the president is not the best "message or our best messenger at this point."
In contrast, Democratic campaigns referenced the president in 95 advertisements during the first two weeks of September, totaling $23 million in spending. These ads frequently sought to link Republican candidates to the president’s agenda. For example, one Democratic ad in Michigan referenced Senate candidate Mike Rogers by stating he was "all in on Trump." Some Republican candidates have reportedly removed references to Trump from their websites or requested that he not campaign in their specific districts.
Polling data from a Financial Times/Focaldata survey conducted earlier in September suggests 46% of respondents believe the president's record since January 2025 has made it harder for conservative candidates to win. The poll found that 30% of right-wing voters agreed with that assessment, while 26% of that demographic believed his actions made winning easier. Additionally, 43% of Americans surveyed stated that an endorsement from Trump would likely cause a Republican candidate more harm than good.
This advertising trend reflects the strategic calculations of campaigns in the final months before the November election. Candidates in competitive House and Senate races are navigating an environment where 43% of the public views a presidential endorsement as a liability. This dynamic may influence how federal funds are allocated and how legislative priorities are presented to the public, as candidates distance themselves from the executive branch to appeal to independent voters.
The trend also sets a precedent for how a political party manages a sitting president with low approval ratings during a midterm cycle. If this strategy continues, it could impact the president's ability to advance his agenda in a second-half term, particularly as he recently promised $5,000 checks to the public if the GOP maintains control of Congress. Voters will decide the outcome of these strategies on Election Day in November, which will determine the balance of power in the House and Senate.