Study to focus on political advertising and Latinos
August 14th, 2012
12:51 PM ET
2 years ago

Study to focus on political advertising and Latinos

Washington (CNN)–– Latinos are being targeted by both campaigns for their vote this November, but are the candidates targeting them in the most effective way?

The United States Hispanic Chamber of Commerce and the Kantar Media/Campaign Media and Analysis Group launched a project on Tuesday, 'Speak Our Language: Spanish Political Media,' to "seek to ensure that political candidates prioritize Spanish language political campaign advertising in a manner that is proportionate to how critical the Hispanic vote is to so many races across the country during the cycle."

The new project will "track and analyze Spanish language ad spending through the election." They also plan to point out political organizations that ignore Spanish media outlets.

"The unfortunate reality is that historically, political candidates, on both sides of the aisle, in both parties, and the various organizations that support them, have largely ignored the media platforms that Hispanic voters consume most," President of USHCC, Javier Palomarez stated.

Palomarez highlighted that Latinos consume Spanish language television, radio, print, and online outlets, as oppose to English networks.

"Some might joke that Latinos are perhaps the luckiest people living in America today because they don't get bombarded by these political ads," Palomarez said. "In regardless of how one feels about political ads, in America and in America today, ads are the primary vehicle through which candidates communicate their message directly and seek their support of the voter."

According to the President of CMAG, Ken Goldstein, over half of political funding is spent with television.

When analyzing 28 media markets with television stations, Goldstein analyzed how much was spent on non-political Spanish ads to establish a baseline. In 2008, Denver, Colorado advertisers gave 14 percent of their ads to the 28 Spanish speaking markets. Two and a half percent were from Spanish political advertisements. There were only three markets found where Spanish political ads run were equal to those politcal ads run in English.

"When candidates ignore Spanish language media, they are ignoring millions of Hispanic voters and that is unacceptable," Palomarez stated.

As a reflection of the importance of the Hispanic voter, both parties have chosen Latino speakers for their conventions including Florida Sen. Marco Rubio introduction Republican presidential candidate, Mitt Romney and San Antonio, Texas Mayor, Julian Castro delivering the Democratic National Convention keynote speech.

President Obama won 67 percent of the Latino vote in 2008, and according to a NBC Wall Street Journal Telemundo poll conducted July 18-22, the president is still in high favor with 67 percent in comparison to Romney with 23 percent. The poll has a sampling error of 5-7 percent points.

CMAG tracks political ad spending for CNN as a paid consultant.


Filed under: 2012
soundoff (28 Responses)
  1. Michael

    President Obama will get the Hispanic, Latino, and Mexican-American vote! Because, repuglican hypocrisy is at an all-time high in America! Repugligan's game has no shame, just dishonesty, lies, distortions, veiled and subliminal erratic political gamesmanship, that leave the American people toothless, when it comes to policies that will benefit them not the rich, corporations or just say the top 1 percent. THE REPUGLIGANS HAVE NO PLANS FOR PUTTING AMERICA ON ITS FEET AGAIN, THEIR PLAN FOR THE LAST 3 1/2 YEARS IS TO STOP "OBAMA," EVEN IF THE COUNTRY FOLDS UP LIKE A PRETZEL!

    August 14, 2012 01:15 pm at 1:15 pm |
  2. Fair is Fair

    @ Michael... what will it be for your word salad... Wishbone or Seven Seas?

    August 14, 2012 01:18 pm at 1:18 pm |
  3. ghostriter

    Sounds alot like a numbers game that Romney is losing. Not sure how he plans on doing anything more about the hispanic vote. I guess he could tell everyone in his party except Rubio to not talk about immigration reform till after NOvember. That way, he wouldn't have to placate his base one second and (literally) the next second have to flip flop into the exact opposite idea.

    August 14, 2012 01:25 pm at 1:25 pm |
  4. myviewis

    You would think that as important as Latinos are and most likely it will be their vote that decides the president of the United States that the least Latinos could do it take the time to learn to speak English and stop being so anti-Americans and refuse to assimilate to the way of life in the U.S. I've spoken to many Latinos and they are not in favor of speaking English, is weird.

    August 14, 2012 01:27 pm at 1:27 pm |
  5. Expat American

    Republicans don’t even care about the poor whites and Tea Toilet Racists who vote for them…Yet now they are reaching out to Latinos? How about Muslim-Americans?

    August 14, 2012 01:38 pm at 1:38 pm |
  6. Wilson

    Latinos that don't want to speak english? This is America, they don't want to speak the defacto language of the country, then leave. Don't want to be "American" then leave.

    August 14, 2012 01:46 pm at 1:46 pm |
  7. demwit

    Julia is Obama's latino example. Now if we can just get them to give up their churches and men.

    August 14, 2012 01:47 pm at 1:47 pm |
  8. Sniffit

    Gotta love these articles. Such a fantastic opportunity for the GOPers/Teatrolls to rail against illegals and "people who don't want to be American" or "speak English" etc. and, ultimately, they do themselves more damage than good by opening their trench costs to flash us their bigotry.

    /ketchup chips

    August 14, 2012 02:09 pm at 2:09 pm |
  9. Rudy NYC

    SOLYNDRA – FAST AND FURIOUS – MF GLOBAL wrote:

    The last budget Obama submitted was rejected by the United States Senate 97-0.

    In the prior year, Obama's budget was rejected by the Senate 95-0.
    ----------------
    Hi. I just did a web search of what you said as recently as this morning. Got a lot of hits where you claim that Pres. Obama and the Democrats have never submitted a budget in over 3 years. You're flip-flopping. How Romney of you.

    August 14, 2012 02:09 pm at 2:09 pm |
  10. Al-NY,NY

    Wilson

    Latinos that don't want to speak english? This is America, they don't want to speak the defacto language of the country, then leave. Don't want to be "American" then leave.
    ------------------------

    I assume you mean the same thing for the large Chinese, Russian, Korean, etc populations also?

    August 14, 2012 02:11 pm at 2:11 pm |
  11. Phil Thomas

    Latinos are not stupid contrary to what the RNC thinks, Obama gave you a supreme court justice. Romney couldn't even commit to a sell out Latino Rubio as VP. Trust me any vote for the RNC is a vote against your interest

    August 14, 2012 02:13 pm at 2:13 pm |
  12. truth hurts

    I'm sure Obama will declare full amnesty to all illegals under the dictatorial powers granted to himself should he feel the need. The laws of this nation are merely imperfect suggestions to him.

    August 14, 2012 02:15 pm at 2:15 pm |
  13. truth hurts

    On Biden's gloom and doom chains statement....

    Here is my gloom and doom prediction...

    If Obama and the Democrats remain in office after this year, there will be rioting in the streets of this country by the end of the next 4 years as the economic collapse begins and the welfare state starts to implode on itself.

    August 14, 2012 02:17 pm at 2:17 pm |
  14. Hammerer

    A prime example for the need of voter ID laws!
    Citizenship is required to vote legally.

    August 14, 2012 02:20 pm at 2:20 pm |
  15. Rudy NYC

    myviewis wrote:

    You would think that as important as Latinos are and most likely it will be their vote that decides the president of the United States that the least Latinos could do it take the time to learn to speak English and stop being so anti-Americans and refuse to assimilate to the way of life in the U.S. I've spoken to many Latinos and they are not in favor of speaking English, is weird.
    --------------–
    English is the most widely spoken language on the planet.
    Spanish is the most widely spoken native/first language on the planet.

    August 14, 2012 02:21 pm at 2:21 pm |
  16. Sniffit

    "Latinos that don't want to speak english? This is America, they don't want to speak the defacto language of the country, then leave. Don't want to be "American" then leave.
    --------

    I assume you mean the same thing for the large Chinese, Russian, Korean, etc populations also?"

    Nah...he's not concerned about white ones, and the asian ones haven't reached the numbers yet to make him scared of this no longer being the "white people country it was always meant to be." Really, what yuo see when you read between the lines when someone like that says something along the lines of "don't like it then leave" is that what they are really saying is "I don't like you, so leave"...or as I like to paraphrase them "if you're brown, get out of my town."

    August 14, 2012 02:23 pm at 2:23 pm |
  17. myviewis

    Phil Thomas

    Latinos are not stupid contrary to what the RNC thinks, Obama gave you a supreme court justice. Romney couldn't even commit to a sell out Latino Rubio as VP. Trust me any vote for the RNC is a vote against your interest
    -------------------

    You said it, "Romney couldn't even commit to a sell out". I'd rather have a man that doesn't sell out to win the presidency than Obama who gave latinos what they wanted to keep them happy and win their vote. Very honest of Romney not to sell out.

    August 14, 2012 02:25 pm at 2:25 pm |
  18. Anonymous

    @ myviewis lying and his pet rock Wilson:
    I've spoken to many Latinos and they are not in favor of speaking English, is weird
    -------------------------------------------------
    Really? I guess we are now to believe that you, our resident "ex-immigrant" are now fluent in spanish, for how else were you able to communicate with these Latinos?
    You bore me.

    August 14, 2012 02:25 pm at 2:25 pm |
  19. Rudy NYC

    Paul Ryan is on the record favoring a wall being constructed along the southern border. What is most remarkable is that he has no idea how to pay for it. To conservatives, it is a matter of "defense" and so it doesn't matter. We need it.

    August 14, 2012 02:25 pm at 2:25 pm |
  20. myviewis

    Al-NY,NY
    I assume you mean the same thing for the large Chinese, Russian, Korean, etc populations also?
    --------------------–

    Unfortunately, it is Latinos pushing for Spanish to be spoken and taught in school and some have even gone as far as wanting only Spanish in the public school of their district and many businesses won't hire if you only speak english and refuse to speak Spanish. I went to a restaurant in Florida and they wouldn't serve us because we only spoke English to them. Usually, Chinese, Russian and Korean won't push their language on us and when you go to one of their restaurants which I went to a fabulous Korean restaurant the spoke English and didn't make me speak Korean.

    August 14, 2012 02:30 pm at 2:30 pm |
  21. truth hurts

    Rudy NYC
    English is the most widely spoken language on the planet.
    Spanish is the most widely spoken native/first language on the planet.
    ==================================================
    There are more Spanish than Chinese? I really doubt that. But I guess you're equivocating and being weaselly with the "widely" which is quite subjective.

    BTW, Spanish wasn't widely spoken in the USA until the government allowed our country to be illegally invaded. It appears they protect our borders like they protect our social security trust fund.

    August 14, 2012 02:39 pm at 2:39 pm |
  22. Al-NY,NY

    Willllson? Willllson??? Are you there? We're waiting for you to reply. Show us that you aren't anti-hispanic by confirming that ANY group that "doesn't speak the defacto language" must leave. You make Archie Bunker proud

    August 14, 2012 02:40 pm at 2:40 pm |
  23. ohio

    He can count on the female votes too! Romney totally went wrong by not choosing Rubio.
    That would have been a smart move. He went way wrong with Ryan. GOP does not seem
    to like the increasing diversity of this country and they don't seem at all shy about showing it.
    Not a good idea for longevity of a party.

    August 14, 2012 02:42 pm at 2:42 pm |
  24. truth hurts

    >Sniffit – I assume you mean the same thing for the large Chinese, Russian, Korean, etc populations also?"

    I know several Russians and Chinese. All speak better English than some Americans. Why do so many Spanish refuse to assimilate? Oh yeah, the government allows them not to. In many places, translators are provided AT OUR COST.

    August 14, 2012 02:43 pm at 2:43 pm |
  25. 1twinswin

    @myviewis - FYI, this is the USA. Anyone can speak any language here and just so you know, Spanish was spoken in the US well before English was.

    August 14, 2012 02:44 pm at 2:44 pm |
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