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Immigration has long been a defining political issue, but in the 2026 primary cycle, a more specific focus is beginning to emerge across broadcast advertising: Immigration and Customs Enforcement (ICE). Advertisers are increasingly centering the agency in their messaging. In January, ICE was mentioned in just 2% of broadcast airings. So far this month, that figure has climbed to 9%. The issue has become especially prominent in recent primaries, with ads mentioning ICE making up more than one-third of all broadcast airings targeting Illinois’ recent contests.
The two parties are taking sharply different approaches to messaging around the agency. Democratic advertisers have used their ads to call for ICE reform, or its abolition. Meanwhile, Republican advertisers have emphasized their support for the agency. That divide is also reflected in how frequently each party references the agency. So far this year, 15% of Democratic advertisers’ broadcast airings have mentioned ICE, compared to just 3% for Republicans.
Democratic Messaging Around ICE
Ads mentioning ICE have made up 15% of Democratic advertisers’ broadcast airings so far this year. One of the clearest examples of how the issue is being used in Democratic messaging came in the Illinois Senate primary, where every advertiser on broadcast mentioned ICE in at least one ad. Overall, the agency appeared in 51% of all broadcast airings targeting the race. In the final month before the election, that figure climbed to 60%.
At the campaign level, Raja Krishnamoorthi, Robin Kelly, and eventual winner Juliana Stratton all aired ads calling for the abolition of ICE. One of the most-aired ICE-related spots came from Krishnamoorthi, airing more than 700 times. In the ad, he says he would “not support another dime for ICE while it terrorizes communities,” framing the issue as both personal and policy-driven.
While candidates denounced ICE in their own ads, outside groups used the agency to attack their opponents. An ad from the pro-Stratton group, Illinois Future PAC, criticized Krishnamoorthi for accepting donations from an ICE contractor while voting to fund the agency. Meanwhile, an ad from Fairshake accused Stratton's Super PAC of being funded by an ICE contractor. Together, these ads positioned ICE not only as a policy issue, but also as a question of political accountability.
ICE messaging was not limited to just the Senate race. In Illinois’ congressional primaries, similar themes appeared across advertising, reinforcing the issue’s prominence in multiple contests statewide. Ads mentioning ICE accounted for 43% of broadcast airings targeting these races, with nine different advertisers airing at least one spot referencing the agency. Additionally, Governor J.B. Pritzker, an often-floated contender for the 2028 Democratic presidential primary, aired an ad featuring testimonials from voters criticizing ICE.
Democrats have also leaned heavily on ICE messaging beyond Illinois. In California’s gubernatorial primary, an ad from Tom Steyer, which has aired more than 1.2K times, stated that “ICE is broken, so abolish it,” reinforcing a broader Democratic messaging pattern centered on reform or dismantling the agency. Across state lines and primaries, Democratic advertisers have so far treated ICE not as a fringe issue, but as a large part of their 2026 messaging.
Republican Messaging Around ICE
Republican advertisers take a sharply different approach. Rather than criticizing the agency, Republican ads emphasize support for immigration enforcement, candidates’ credentials on border security, and their alignment with Donald Trump. While Republicans mostly haven't discussed ICE in their ads, immigration remains a key aspect of Republican broadcast messaging, with the issue making up 30% of all Republican advertisers' broadcast airings so far this year.
When Republican advertisers do mention ICE, the contrast with Democratic messaging could not be starker. A Cornyn Lonestar Victory Fund ad that aired over 750 times praised Senator John Cornyn for “securing funding to finish the wall and hiring new ICE and Border Patrol officers,” tying ICE directly to broader border security priorities.
Kentucky Senate candidate Andy Barr took an even more direct approach in an ad that has aired over 500 times, declaring, “I love ICE… Cheers to ICE,” while highlighting his role in increasing the number of ICE agents.
So far, Republicans have mentioned ICE far less frequently than Democrats, while the issue has emerged as a key message in Democratic primaries. As the 2026 cycle unfolds, it will be worth watching whether ICE remains a central part of Democratic ad strategy, similar to the role abortion played in Democratic messaging in 2022 and 2024, or whether it stays more confined to primary-season appeals aimed at energizing Democratic voters.
