ANALYSIS OF TEN KEY STATES FINDS SPANISH-LANGUAGE ADVERTISING REPRESENTS LESS THAN 5 PERCENT OF TOTAL MEDIA SPEND
WASHINGTON, Oct. 1, 2012 /PRNewswire-USNewswire/ -- The United States Hispanic Chamber of Commerce (USHCC) today issued a new report as part of the Speak Our Language project that found Spanish-language advertising continues to represent a relatively small fraction of election advertising spending, even in the states with the largest and most electorally-significant Hispanic populations.
Using comprehensive data on local television advertising from Kantar Media's CMAG, the study found that in ten states analyzed from April 10, 2012 to Sept. 25, 2012 the total spend on political advertising was $358,898,420. Of that sum, $16,410,140 went to Spanish-language advertising, representing just 4.57 percent.
This period covers the full "general election" season following the effective conclusion of the GOP primary campaign. The study looked at political TV advertising spending in Arizona, California, Colorado, Florida, Illinois, New Mexico, Nevada, Texas and Virginia on local, state and federal election races.
"Political commentators from both sides of the aisle have said repeatedly that 2012 is the 'year of the Hispanic voter.' Hispanic voters are poised to play a decisive role in some of the most hotly contested battleground states from Nevada to Florida," said Javier Palomarez, President and CEO of the USHCC. "But while political advertising spending records are being shattered, neither political party is investing a comparable percentage of their advertising dollars to reach these voters. The difference between rhetoric and action is striking and, frankly, troubling."
Spanish Language (S-L) Media Spend for Current Election Cycle
State Hispanic Percentage of All Total Political Ad Spend in State Total Ad Spend on Democratic Party Spending on S-L Republican Party Spending on S-L Registered Voters Media (President, Senate, House) Media (President, Senate, House) S-L Media --- --------- Arizona 14% $16,640,810 $279,550 $171, 260 $0 (1.68% of all political ad $) --- ---------------------------- California 19% $44,089,900 $1,075,190 $249,030 $12,740 (2.44% of all political ad $) --- ---------------------------- Colorado 7% $35,896,010 $2,293,890 $1,602,270 $456,350 (6.39% of all political ad $) --- ---------------------------- Florida 16% $107,371,720 $7,295,840 $4,260,740 $2,118,750 (6.79% of all political ad $) --- ---------------------------- Illinois 6% $5,536,060 $4,120 $0 $0 (0.07% of all political ad $) --- ---------------------------- New Mexico 25% $7,910,400 $140,160 $139,210 $0 (1.77% of all political ad $) --- ---------------------------- Nevada 10% $46,534,940 $2,326,720 $1,438,940 $799,600 (4.99% of all political ad $) --- ---------------------------- New York 9% $17,236,980 $360,190 $42,400 $298,000 (2.09% of all political ad $) --- ---------------------------- Texas 23% $44,528,140 $2,634,480 $2,100,920 $30,420 (5.92% of all political ad $) --- ---------------------------- Virginia 2% $33,153,460 $0 $0 $0 (0.00% of all political ad $) --- ---------------------------- Grand Total: $358,898,420 $16,410,140 $9,833,510 $3,715,860 (4.57% of all political ad $) ----------------------------
