News Column

Spanish-Language TV Advertising Campaigns Hit Record Levels

October 4, 2002

WASHINGTON (U.S. Newswire) Spanish-language campaign television advertising in gubernatorial and U.S. Senate races in key electoral states across the nation is on the rise in 2002, according to a new report.

The level of spending already $4.5 million nationally and number of spots on Spanish-language television are evidence of the increasing importance of Hispanic voters in close statewide races. No Spanish-language ads have been run in House races this year in the top 100 TV media markets, the report says.

The report is available online at http://www.wcjournal.org/Spanish_2002.htm.

"The trend in recent months shows a sharp rise in Spanish-language advertising in large states with close elections and large Hispanic populations," says Adam Segal, editor of the Johns Hopkins Journal of American Politics and author of a forthcoming report on the Spanish-language television advertising campaigns in the 2000 presidential election. "Political ad spending on Spanish-language television this year has already reached historic levels, and if the next month looks like the past few weeks, all records will be broken."

Virtually all of the candidates have been on the air this past week, suggesting rising attention paid to Hispanics this cycle.

Segal points to the fact that $500,000 has been spent in the last week (706 spots nationally) and $900,000 spent since September 11th (1275 spots). His data runs through Sept. 22.

Segal's report was developed with data obtained in conjunction with the Wisconsin Advertising Project, a project funded by the Pew Charitable Trusts, and the Campaign Media Analysis Group. CMAG monitors all political and issue advertising in the nation's top 100 media markets, including Spanish-language stations -- covering 85 percent of the country's population -- and providing cost estimates and information on the content, volume and targeting of media buys. Data from local cable systems or local broadcast stations outside of the nation's 100 largest media markets are not available.

Of the 7,855 Spanish-language campaign television spots broadcast this year, 2,574 were broadcast during the news programs (noticias) on Univision and Telemundo, and 809 aired during Univision's "Despertia America" (Wake-up America). More than 5,000 of the total spots were run on Univision affiliates.

"Notwithstanding unprecedented levels of Spanish-language television advertising in this year's election, there still appear to be candidates and parties who promise this community more than they deliver," Segal says in the report.



Source: Copyright 2002, U.S. Newswire


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