Political Ad Tracker: Hispanic Media Reinforces Election Spend is Bigger, Not Smarter

Perhaps a review of the 2012 election's Hispanic media investment strategy will hold some lessons for marketers. While both candidates have shown urgency in reaching the increasingly important Latino voter, there just has not been a Battle Royale on the Spanish-language networks. Instead of focusing on Hispanic media outlets, the candidates are sticking to saturating general-market stations in most battleground markets. This general market approach makes little sense considering a Pew Hispanic Center survey notes that 20 percent of Hispanic voters said Spanish is their primary/preferred language. Another 45 percent say they are bilingual. It only stands to reason that the best way to win the hearts and minds of these voters is through Spanish-language media.