In 1964, Bush sought to unseat liberal Democrat Ralph W. Yarborough in Texas's U.S. Senate election. Bolstered by superior fundraising, Bush won the Republican primary by defeating former gubernatorial nominee Jack Cox in a run-off election. In the general election, Bush attacked Yarborough's vote for the Civil Rights Act of 1964, which banned racial and gender discrimination in public institutions and in many privately owned businesses. Bush argued that the act unconstitutionally expanded the powers of the federal government, but he was privately uncomfortable with the racial politics of opposing the act. He lost the election 56 percent to 44 percent, though he did run well ahead of Goldwater, the Republican presidential nominee. Despite the loss, the New York Times reported that Bush was 'rated by political friend and foe alike as the Republicans' best prospect in Texas because of his attractive personal qualities and the strong campaign he put up for the Senate'.