Hispanic voters are one of the most influential voter groups in the United States. There are projected to be 36.2 million eligible Hispanic voters for the November 2024 election cycle, a 153% increase since the 2000 election cycle.1
Latinos are the largest of any ethnic voter group, making it essential for political advertisers to understand and reach this audience during this election cycle and beyond.
Understanding Hispanic and Latino Voters
Make sure you are reaching all the voters that count and know the differences in demographics among this large voter group. To break down Hispanic voters by demographics, 49% are male and 51% are female – making it almost even split by gender.2 However, Hispanic voters tend to be younger. While eligible Hispanic voters make up 15% of the total eligible voter population, they make up 23% of eligible voters aged 18-29. Similarly, 37% of eligible Hispanic voters are aged 30-49, compared to just 32% for all eligible voters.1
Knowing that the Hispanic voter skews younger than the overall U.S voter, this will require unique tactics to target and reach this voter group at a demographic level. Keep in mind how targeting will pair with the overall media strategy.
Using internal Comcast data, Effectv was able to break down Hispanic voters by countries of origin, which may influence their voting habits. Knowing this information can help better understand what issues and top priorities are most important to the Hispanic voter group, and how to best engage with this group.
Utilizing insights and data such as this can help political advertisers inform campaign tactics for more efficient and targeted messaging based on viewership habits
How Do Hispanic and Latino Voters Consume Media?
Knowing how Hispanic and Latino voters watch video content compared to all U.S. households will be important for political advertisers when thinking about their overall strategy. Analyzing where the total household (HH) viewership was spent in 2023, Latino and Hispanic HHs tend to spend a higher percentage of time across streaming.
For political advertisers looking to reach this audience, consider a digital-first approach to get your message in front of streaming viewers within this voter group. Working with a partner that offers streaming scale will be important as 1 in 3 voter households would not have been reached by TV alone.3
With over 119 million streaming connected devices across Comcast footprint, Effectv can help identify and reach Hispanic voters and implement a multiscreen campaign to get your message across both TV and streaming platforms.4
Language dominance is another important component to take into consideration when reaching Latino and Hispanic voters. The majority of registered Latino voters are English-dominant or bilingual, with only 17% being Spanish-dominant.5 This translates to the amount of time Hispanic voters spend across Spanish and English video content.
Knowing that the large majority of time for this voter group is spent watching live TV on English-speaking networks and on cable, we used Effectv internal data to dig into this further. What we found was that 63% of Hispanic viewing is done on cable and 67% is outside of primetime.6
Additionally, there’s value in understanding market-level audience data and how campaigns can under- or over-expose audiences (i.e., frequency of the ad delivered per household.) Custom, data-driven, local TV and streaming investments will help ensure you’re delivering a healthy campaign frequency on the household level.
Effectv provides advertisers with transparent and robust reporting to help identify important performance metrics such as these. With ad exposure data, our campaign experts can share insights into the desired audience segment including reach, frequency, and future optimizations.
How to Engage with Hispanic and Latino Voters
Based on previous campaign data and internal Comcast insights, Effectv can identify and advise on best practices for engaging with voters. There are many strategies to consider implementing for a highly effective campaign.
The tactics recommended for reaching Hispanic and Latino audiences include: more networks, broad dayparts, English- and Spanish-language networks, multiscreen (TV and streaming), and longer flight times.
Properly aligning campaign tone, voice, and topic will be critical in an advertiser’s messaging when reaching Latino voters. Advanced advertising tactics, like Audience Addressable, will be crucial when trying to reach the right audience with the right message.
More focus should be placed on streaming tactics while also including both English- and Spanish-language networks across cable and broadcast. But there is an opportunity to gain even more incremental reach to this audience with a multiscreen (TV and streaming), Audience Addressable strategy.
High-value programming is an additional factor to consider when reaching Latino and Hispanic voters. Major sports such as the NFL, MLB, and soccer are important to this voter group.
Conclusion
By utilizing these best practices compiled by population trends, media consumption, and viewership data, advertisers can more efficiently reach Hispanic and Latino voters. For more information, watch the full webinar here.
Sources:
1. “Key Facts about Hispanic Eligible Voters in 2024.” Pew Research Center, Jan 2024.
2. “Key Facts about Hispanic eligible voters in 2022.” Pew Research Center. 2022.
3. Comcast Aggregated Viewership Data combined with Ad Exposure Data from TV and/or Effectv Streaming campaigns in the Political category (9/6/22 – 11/7/22).
4. “Comcast Connected Nearly 1 Billion Devices Over WiFi in 2021.” TV Tech, Feb 2024.
5. “Latino News Consumption Report.” Equis Labs, 2023.
6. Comcast Aggregated Viewership Data. Targets based on Experian and/or L2. Q3 2024 – Segment = Hispanic Voters.
