Attention moves faster than polls. Issues surge, collide with campaigns, and take on new meaning from race to race. What breaks through in one market can stall in another.

DIRECTV Advertising is changing how campaigns track these moments. The Breakthrough is our data-driven newsletter for political advertisers, surfacing the issues and voter narratives gaining momentum now. Using signals from news, social media, and blogs—paired with advanced AI analysis—and delivered through DIRECTV Elect and D2 Media, The Breakthrough tracks how stories form, how voters respond, and where narrative energy is building, down to the neighborhood level.

The result is clear, actionable insight advertisers can use immediately. The Breakthrough helps campaigns move earlier, target with precision, and activate messages when voters are most open, turning narrative momentum into smarter media decisions.

Today, federal agency oversight and election integrity show strong nationwide voter-engagement potential across Republicans, Democrats, and Independents. Meanwhile, attention to public health and congressional dynamics are rising, especially among Democrats and Independents. This week, we also spotlight what’s motivating Texas voters ahead of next month’s primaries for U.S. House and Senate seats.

Across Republicans, Democrats and Independents, several priorities consistently rise to the top—including federal agency oversight, ethics and corruption, and election integrity. The insights you'll find below reveal not only what issues resonate most, but which voters are most receptive and where they can be reached.

Through DIRECTV Elect, political agencies and advertisers can activate the 15 voter segments below today. These high-affinity segments—aligned to key issues and party affiliation—can be tailored at the local, state, or national level.

Contact us to learn more and activate today.

Each edition we'll spotlight a single state, highlighting the topics most likely to motivate voters.

Texas Republicans



1. Federal Agency Oversight
2. Ethics & Corruption Scandals
3. Opioid Crisis & Substance Abuse
4. Election Integrity & Voting Rights
5. Social Security & Welfare Programs

Texas Democrats

1. Federal Agency Oversight
2. Election Integrity & Voting Rights
3. Ethics & Corruption Scandals
4. Healthcare Policy
5. Supreme Court & Judicial Affairs

Texas Independents

1. Federal Agency Oversight
2. Election Integrity & Voting Rights
3. Ethics & Corruption Scandals
4. Healthcare Policy
5. Opioid Crisis & Substance Abuse

Ethics and corruption scandals remain front and center for Texas voters, fueling widespread anger and calls for accountability, and evoking strong feelings. Key stories— including the Epstein files, the recent passing of Rob Reiner, and other current events— have made this issue a major motivator for Democrats, Republicans and Independents alike.

The charts below depict the top emotions and moral values elicited by these issues.

Map of Ethics & Corruption Scandals

The following maps illustrate how motivating Ethics & Corruption Scandals are geographically, down to the zip code. The more orange the area, the more motivating the issue is in that area.

Democratic Map

Republican Map

Disclaimer: The content in this newsletter is generated with the assistance of artificial intelligence technology provided by a third-party platform that utilizes various large language models (LLMs) utilizing various algorithms that may not reflect human experience and opinions. The political insights contained herein are for informational purposes only and should not be considered as endorsements or guarantees of electoral outcomes, campaigns or political positions. Political landscapes are dynamic and subject to rapid change. DIRECTV provides this technology and insights as tools to facilitate information gathering and analysis. It makes no representations or warranties regarding the accuracy, completeness, or timeliness of the information provided. The views expressed do not necessarily reflect or should be considered the official position of DIRECTV, its affiliates, shareholders, employees, agents and/or stakeholders.

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