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Latino Daily News

Friday August 17, 2012

Latino Vote:  USHCC Launches Initiative to Track Spanish Political-Ad Spending

Latino Vote:  USHCC Launches Initiative to Track Spanish Political-Ad Spending

Photo: Latino Vote 2012

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The United States Hispanic Chamber of Commerce (USHCC) announced a new initiative to track and analyze Spanish-language political ad spending in 10 top target states leading up to the November elections.

Using comprehensive data on local television advertising from Kantar Media’s CMAG, the Speak Our Language project will both showcase the campaigns with a strong level of commitment to Spanish-language media and highlight those who ignore this demographic with their paid advertising.

CMAG’s research shows that overall, in 2008, an average of just 4.03 percent of all political TV ad spending across 28 top markets went to Spanish-language stations. In 2010, just 3.9 percent went to Spanish-language stations.

At the same time, the percentage of the electorate that is Hispanic continues to grow. In 2008, 40 percent of all new voters were Hispanic. In 2012, the number of registered Hispanic voters is expected to exceed 14 million.

KEY FACTS ABOUT HISPANIC VOTERS

50.5 million: Number of Latinos in the United States (out of 308.7 million people)
16: Percentage of the total U.S. population in 2010 that was Latino.
29: Projected percentage of the U.S. population that will be Latino in 2050.
43: Percent increase since the 2000 census of the Latino population in the United States, according to the 2010 census.
14 million: Projected number of registered Hispanic voters in 2012.
21: Percentage of the population of swing-state Florida is Hispanic.
17: Percentage of potential voters in swing-state Colorado that is Hispanic.