Texas Secretary of State
Statewide Voter Education Campaign · August 28 – November 3, 2026
Campaign Overview
The Texas Secretary of State's FY26 General Election campaign is a fully integrated, video-first media program designed to educate eligible Texans on voter identification requirements, recent legislative changes from the 89th Regular Session (2025), and the complete voting process — including in-person, early, and mail-in voting.
Generate broad statewide awareness and reach throughout the General Election cycle
Educate Texans on voter ID requirements and new voting procedures
Efficiently reach priority voter audiences through strategic, targeted media execution
Drive engagement with voter education resources and informational content
| Audience | Budget | % |
|---|---|---|
| Eligible Voters P18–49 (Core) | $494,000 | 52% |
| Spanish-Speaking P18–49 | $161,500 | 17% |
| P65+ / Disabled Voters | $190,000 | 20% |
| Young / New Voters P18–24 | $66,500 | 7% |
| New Texans (Transplants P25+) | $28,500 | 3% |
| Active Military | $9,500 | 1% |
| TOTAL | $950,000 | 100% |
89th Legislative Session
During the 89th Regular Session (2025), the Texas Legislature passed several bills that directly affect how Texans vote. This creates an urgent and time-sensitive need for voter education across all segments.
New process for fixing errors on submitted mail-in ballots.
New fields and ID requirements on mail-in ballot applications.
Expanded access but new procedures for voter assistance.
New rules on what is and is not permitted at polling places.
Updates to registration processes and documentation requirements.
Coordination of early voting and Election Day voting calendars.
Audience Strategy
Budget
$494,000
52% of total
Est. Impressions
43,334,121
Flight
Sep 7 – Nov 3, 2026
Est. CPM
$11.40
| Tactic / Channel | Budget | Geography | Description |
|---|---|---|---|
| OTT | $141,000 | Texas | Streaming OTT across major cable networks, streaming publishers, live sports, freemium |
| Cross-platform Display & Video | $98,000 | Texas | Behavioral/keywords/contextual across all devices |
| Instagram Display & Video | $74,100 | Texas | Instagram in-feed and story placements |
| Facebook Display & Video | $74,100 | Texas | Facebook in-feed and story placements |
| YouTube | $45,000 | Texas | YouTube Pre-Roll Video placements |
| DOOH | $29,300 | Texas | Digital Out-of-Home placements |
| FB & IG Retargeting | $22,000 | Texas | Retargeting users across Instagram/Facebook |
| Boosted Posts | $10,500 | Texas | Boosted social posts for organic amplification |
Tactical Plan
| Audience | Tactic / Channel | Budget | Geography | Description |
|---|---|---|---|---|
| Eligible Voters P18–49 (Core) | OTT | $141,000 | Texas | Streaming OTT across major cable networks, streaming publishers, live sports, freemium |
| Eligible Voters P18–49 (Core) | Cross-platform Display & Video | $98,000 | Texas | Behavioral/keywords/contextual across all devices |
| Eligible Voters P18–49 (Core) | Instagram Display & Video | $74,100 | Texas | Instagram in-feed and story placements |
| Eligible Voters P18–49 (Core) | Facebook Display & Video | $74,100 | Texas | Facebook in-feed and story placements |
| Eligible Voters P18–49 (Core) | YouTube | $45,000 | Texas | YouTube Pre-Roll Video placements |
| Eligible Voters P18–49 (Core) | DOOH | $29,300 | Texas | Digital Out-of-Home placements |
| Eligible Voters P18–49 (Core) | FB & IG Retargeting | $22,000 | Texas | Retargeting users across Instagram/Facebook |
| Eligible Voters P18–49 (Core) | Boosted Posts | $10,500 | Texas | Boosted social posts for organic amplification |
| Spanish-Speaking P18–49 | OTT | $80,000 | 8 Focus Markets | Streaming OTT across Spanish content |
| Spanish-Speaking P18–49 | Meta Display & Video | $41,000 | 8 Focus Markets | Instagram and Facebook in-feed and story placements |
| Spanish-Speaking P18–49 | Cross-Platform Video | $22,000 | 8 Focus Markets | Behavioral/keywords/contextual across all devices |
| Spanish-Speaking P18–49 | Social Display (Spaceback) | $18,500 | 8 Focus Markets | Behavioral/keywords/contextual across all devices |
| P65+ / Disabled Voters | OTT (P65+) | $28,750 | Texas | Placements across major cable networks, streaming publishers, live sports |
| P65+ / Disabled Voters | Cross-Platform Video (P65+) | $26,500 | Texas | Behavioral/keywords/contextual across all devices |
| P65+ / Disabled Voters | Social Display/Spaceback (P65+) | $26,500 | Texas | Behavioral/keywords/contextual across all devices |
| P65+ / Disabled Voters | Facebook Display & Video (P65+) | $26,500 | Texas | Facebook in-feed and story placements |
| P65+ / Disabled Voters | Social Display/Spaceback (Disabled) | $26,500 | Texas | Behavioral/keywords/contextual across all devices |
| P65+ / Disabled Voters | Cross-Platform Video (Disabled) | $26,500 | Texas | Behavioral/keywords/contextual across all devices |
| P65+ / Disabled Voters | OTT (Disabled) | $28,750 | Texas | Placements across major cable networks, streaming publishers, live sports |
| Young / New Voters P18–24 | Meta Display & Video | $23,275 | Texas | Instagram and Facebook in-feed and story placements |
| Young / New Voters P18–24 | CTV | $18,250 | Texas | Behavioral/keywords/contextual across all devices |
| Young / New Voters P18–24 | YouTube | $16,500 | Texas | YouTube Pre-Roll Video placements |
| Young / New Voters P18–24 | Mobile Display & Video | $8,475 | Texas | Behavioral/keywords/contextual across mobile phones |
| New Texans (Transplants P25+) | Meta Display & Video | $18,000 | Texas | Instagram and Facebook in-feed and story placements |
| New Texans (Transplants P25+) | Social Display (Spaceback) | $10,500 | Texas | Behavioral/keywords/contextual across all devices |
| Active Military | Social Display (Spaceback) | $9,500 | Texas | Behavioral/keywords/contextual across all devices |
| GRAND TOTAL | $950,000 | |||
Budget Allocation
Campaign Phasing
Message Focus
Mail-in application requirements and new ID rules.
Message Focus
Carrier envelope ID requirements and submission deadlines.
Sep 7 – Oct 5
Message Focus
New voter ID laws, what ID is accepted, registration deadlines.
Optimization
CPM and Reach
Oct 6 – Oct 30
Message Focus
Early voting locations, curbside voting, wireless device rules at polls.
Optimization
VCR and CTR
Oct 31 – Nov 3
Message Focus
Polling locations, Election Day ID requirements, hours of operation.
Optimization
Frequency and CPCV
Measurement & KPIs
| KPI | Goal | Priority |
|---|---|---|
Video Completion Rate (VCR) OTT, CTV, YouTube | ≥ 70% | HIGH |
Cost Per Completed View (CPCV) OTT, CTV, YouTube | Minimize | HIGH |
Click-Through Rate (CTR) Display, Social, Spaceback | ≥ 0.10% Display / ≥ 0.5% Social | HIGH |
Total Impressions All Channels | 84,618,006 (goal) | HIGH |
Cost Per Thousand (CPM) All Channels | Avg $11.23 (goal) | HIGH |
Social Engagement Rate Meta, Instagram | ≥ 1.5% | MEDIUM |