VoteTexas
2026 Primary
A statewide voter education campaign delivering 29.7 million impressions across all 254 Texas counties — driving record early voting turnout.
Explore ResultsKey Takeaways
The 2026 Primary campaign delivered strong, measurable results across every dimension — scale, efficiency, engagement, and equity — establishing a powerful foundation for the Runoff and General Election cycles.
Statewide Scale Achieved
Delivered 29.7M total impressions across all segments, spanning all 254 counties in Texas — ensuring no community was left out of the voter education effort.
Benchmarks Consistently Exceeded
Most tactics met or exceeded industry benchmarks. Facebook CTR ran at 2.77x the industry average; CTV completion rates hit 99%+.
+39% Bonus Media Weight
Achieved +39% in bonus media weight, extending reach and overall campaign value significantly beyond the planned buy.
Equitable Audience Reach
Dedicated segment campaigns for Spanish-speaking voters, 65+ & disabled, young/new voters, and new Texans ensured broad, inclusive voter education coverage.
3.47M Website Sessions
Paid campaigns contributed a focused and measurable lift to VoteTexas.gov, with Early Voting period generating 1.25M sessions and Election Day generating 794K.
$4M+ Earned Media Value
Dual VNRs in February generated 650+ placements and $4M+ in earned media value, spanning broadcast, print, digital, and bilingual outlets with national amplification.
Campaign Overview
The VoteTexas 2026 Primary campaign ran from January 3 through March 3, 2026, with a primary budget of $302.2K. The goal: establish an efficient, scalable media approach that builds voter awareness across the Primary and Runoff elections — reaching every Texan, in every county.
Broad Statewide Reach
Achieve broad statewide reach with sufficient frequency to reinforce key voter education messages across all 254 Texas counties.
Cost Efficiency
Maintain efficient CPMs and CPCs in line with public-sector benchmarks, maximizing every dollar of the $302.2K primary budget.
Message Delivery
Drive high video completion rates and engagement indicating successful voter education message exposure across all channels.
Platform Stability
Ensure consistent pacing and delivery across the Primary and Runoff phases, establishing a foundation for the General Election cycle.
Audience Segments
The campaign reached five distinct audience segments with tailored messaging and channel strategies — ensuring equitable, inclusive voter education across Texas.
Channel Performance
The campaign deployed a full omnichannel mix — Meta social, YouTube, CTV/Streaming, Amazon Prime Video, iHeart Radio, Cross-Platform Display and Video, DOOH, Email, and Spanish-language print — delivering 15.6M+ digital impressions and 5.5M+ video/audio impressions in the base campaign alone.
Impressions by Channel
Digital Tactics — Clicks & CTR
Video & Audio — Completion Rates
Copy A — "Official Information"
Drove 48,710 total clicks — the highest of all variations by a wide margin. Facebook CTR hit 1.49% on display and 1.52% on video — well above typical awareness benchmarks.
Copy B — "Feel Confident"
Only 182K impressions served — yet generated 14,372 engagements. That translates to a 7.89% engagement rate, the highest of any variation in the campaign.
Benchmark Performance
Across every major tactic, the VoteTexas campaign met or exceeded industry benchmarks — demonstrating exceptional efficiency and message resonance with Texas voters.
Segment Deep Dive
Each audience segment received tailored creative and channel strategies. The results demonstrate that targeted, culturally relevant messaging drives stronger engagement across every community.
Performance by Audience Segment
Spanish-Language Print Reach
Seven Spanish-language publications across six Texas markets delivered targeted voter education to Spanish-speaking communities throughout the state.
Web Analytics
VoteTexas.gov generated 3.47 million total sessions during the campaign period. Paid media contributed a focused, measurable lift — with Early Voting generating 1.25M sessions and Election Day alone driving 794,912 visits.
Sessions by Source
Paid Sessions by Segment
Public Relations
Dual Video News Releases (VNRs) in February generated massive earned media coverage, amplifying the paid campaign with $4M+ in earned media value.
Campaign Creatives
All paid and organic creative assets deployed across 12 channels during the 2026 Primary campaign — sourced directly from the campaign wrap report.
Meta
5 slidesFacebook & Instagram paid social
Social Retargeting
1 slideRe-engagement across social platforms
YouTube
1 slidePre-roll & skippable video ads
Cross-Platform Display
1 slideProgrammatic display banners
Cross-Platform Video
1 slideMulti-platform video placements
Social Display
2 slidesSocial-native display units
Direct voter outreach emails
iHeart Radio
1 slideLinear radio broadcast spots
iHeart Streaming
1 slideDigital streaming audio
Audience Display
1 slideTargeted audience display
Banner Ads / DOOH
1 slideDigital out-of-home & banners
Organic Social
4 slidesOwned social content
