As former President Donald Trump crisscrosses the nation to rally support for Republican candidates in the upcoming midterm elections, his visibility in GOP campaign advertisements is notably sparse. Despite his active participation in boosting attendance and enthusiasm at rallies, many Republican candidates are choosing to keep their distance in their media campaigns.

In battleground and even solidly red states, where Trump's endorsement was once a coveted seal of approval, the scenario has strikingly changed. According to a POLITICO analysis of data from AdImpact, a stark contrast emerges in the ad spending figures: while Democratic candidates and groups have shelled out $145 million on ads mentioning Trump, Republican spending on similar content is a mere $8 million, a significant drop from the $62 million recorded in 2024.

GOP strategist Ron Bonjean explains this trend by pointing to the need for candidates to energize the Republican base without overly aligning with Trump, who has seen fluctuating approval ratings. "It's about getting the Republican base vote out there, and that can certainly help," Bonjean stated, "But it's really important for the candidates not to be talking about Trump 24/7 on the campaign trail."

In some cases, mentions of Trump in Republican ads have taken a critical tone rather than a supportive one. For instance, in Alaska, GOP Senator Dan Sullivan highlighted an action against Trump's Department of Justice rather than promoting Trump's backing.

The reluctance to associate closely with Trump is also evident in high-stakes races in states like Nebraska and Ohio, where the political landscape has shifted. Both Senator Pete Ricketts of Nebraska and Senator Jon Husted of Ohio have appeared at Trump rallies but have steered clear of featuring him in their campaign advertisements.

The strategy reflects a broader nervousness among Republicans about aligning too closely with Trump amid contentious issues such as the ongoing war in Iran and economic pressures. Former Ohio Representative Jim Renacci noted the challenges posed by these associations. "The war in Iran, I think, has become a real noose around the neck of Republican candidates," Renacci said, reflecting on the political fallout from continued support for Trump's policies.

Despite the cautious approach in advertisements, Trump remains a pivotal figure in rallying the Republican base. His campaign events draw large crowds, underscoring his still potent influence over parts of the electorate. The Trump campaign's selective engagement strategy aims to place him in locations where he can most effectively mobilize supporters without exacerbating the vulnerabilities of local candidates.

As the midterms approach, the Republican Party's delicate balancing act continues. While leveraging Trump's undeniable appeal to certain voter segments, candidates are navigating the complexities of a political landscape that has evolved since Trump's last presidential victory.

Contributions to this report by Lauren Fedor, Myah Ward, Andrew Howard, and Alex Gangitano.