The Texas governor race is heating up as Democratic nominee Gina Hinojosa launches her first general election ad campaign. The strategic move places her advertisement during the NBA Finals, featuring the San Antonio Spurs against the New York Knicks, a platform designed to reach key demographics.
With a five-figure initial investment, Hinojosa’s campaign plans to maximize ad time on ESPN+ throughout the series. This move comes as she faces off against Republican Gov. Greg Abbott, a three-term incumbent with a substantial $96 million war chest as of February. The ad buy marks the first by either candidate since securing their nominations on March 3.
The Message Behind the Ad
Hinojosa’s campaign centers around the accusation that Abbott has prioritized megadonors over the interests of everyday Texans. The ad creatively depicts Abbott as a basketball-playing string puppet, controlled by men in suits who force him to commit “turnover after turnover of our money to his donors.”
“It’s a good time to be Team Texas, but Greg Abbott is not playing for us,” Hinojosa narrates in the spot. “He’s coached by the corporations and billionaires that pay him off. So even when our team is winning, hardworking families across this state are losing.”
The ‘Abbott Corruption Tax’
The campaign’s refrain highlights what Hinojosa calls the “Abbott corruption tax“, alleging that the governor’s policies have led to higher everyday costs and underfunded public schools. The ad emphasizes Hinojosa’s commitment to defending children, driving down energy bills, and challenging the influence of billionaires in Texas politics.
Abbott’s Response and Public School Funding
Governor Abbott has not directly responded to Hinojosa’s attacks but has broadly denied that campaign donors receive special treatment. He has also pushed back against criticisms regarding public school funding, asserting that “Texas supports our public schools.” This statement comes amid debates over his proposed school voucher program, which passed alongside an $8.5 billion school funding package.
Campaign Resources and Strategy
Hinojosa, a former school board president and vocal critic of Abbott’s voucher campaign, began the race with significantly fewer resources. As of late February, her campaign had $618,000 in the bank after raising $2.3 million over the previous eight months. This fundraising gap is expected to persist through the fall.
The NBA Finals ad buy is a calculated effort to reach young male and Latino voters, demographics that the Democratic Party has struggled to engage in recent cycles. ESPN has long been the most-watched cable network by young men, making it an ideal platform for Hinojosa’s message.
Polling and Voter Awareness
Recent polls show Abbott leading Hinojosa by 6 percentage points, according to a survey conducted by Texas Southern University from late April through early May. Notably, roughly a third of voters in the poll expressed a lack of sufficient information about Hinojosa to form an opinion.
As the NBA Finals commence, Hinojosa’s ad campaign aims to bridge this awareness gap and rally support among key voter groups. The strategic timing and creative approach underscore her determination to challenge the incumbent and advocate for the interests of Texas families.
