Hispanic Chamber: Where's the spending on Spanish TV?
For months, you've heard how Hispanics could decide the presidential race in crucial battleground states like Florida, Colorado and Nevada. But as much as the campaigns stress their commitment to reaching Hispanic voters, a study for the Hispanic Chamber of Commerce concludes that campaigns are failing to put their media advertising dollars where their mouth is.
Kantar Media’s CMAG analyzed TV spending in the nine main battlegrounds and that that while overall ad spending is way up - by Labor Day it equaled all the ad spending of the entire 2008 cycle - the share of spending on Spanish language media has stayed steady at about $4.5 percent.
"It's gross miscalculation by any campaign to continue to advertise and spend 96 percent of their investment dollars on English-only viewership," Javier Palomarez, President and CEO of the USHCC.
In Florida, with 16 percent all registered voters being Hispanic, only 6.79 percent of the local TV political ad spend in this election cycle has been on Spanish language media. Of that, Democrats have spent $4,260,740 and Republicans $2,118,750 on the President, US Senate and US House races, the study found.
Latinos watch English-only stations too, of course, but Monica Lozano, CEO of the media firm Impremedia, said naturalized, foreign-born citizens are more likely to vote in elections than native born Latinos, and they get most of their information through Spanish language media.
“There is no ‘right’ level of Spanish-language advertising,” Palomarez added. “But certainly both major parties should be prioritizing Hispanic voters and dedicating real resources to reaching those voters. It is not clear that has happened yet in 2012. With just over a month until Election Day, we are hoping to see more focus on connecting with Hispanic voters nationwide and we plan to release a final report immediately following the election.”
And where does most of the Spanish media money go? "It's really Miami and then there rest of the country," said Kantar Media CMAG president Ken Goldstein, noting that in the case of Miami one third of the ad spending for federal candidates goes to Spanish language TV.