USHCC Launches “Speak Our Language” Political Media Project

The US Hispanic Chamber of Commerce 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 critical 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 12 million.

 “Historically, political candidates and the various organizations that support them have largely ignored the media platforms Hispanic voters consume most: Spanishlanguage TV, radio, print and online outlets. The USHCC will be working to hold 2012 campaigns accountable for their commitment to the country’s Hispanic communities,” said Javier Palomarez, President and CEO of the USHCC.

“In 2010 in Miami, Spanish language stations garnered 31 percent of all nonpolitical television advertising, but only 12 percent of the political advertising and in Denver, Spanish language stations attracted 14 percent of all nonpolitical advertising, but just a little more than one percent of political ad spending,” said Ken Goldstein, President of Kantar Media’s CMAG.


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