The 2024 Election and the Hispanic Voter Advertising Gap: What We Learned

Some TakeawaysOur research revealed that Hispanic adults were 50 less likely to have encountered helpful political ads than the general population This means that crucial information about candidates policies and voting logistics was not reaching a key segment of the electorate at the rate it should haveDigging deeper we found that Hispanic men aged 35 and older were 40 less likely to report seeing a helpful ad while Hispanic women faced a similar 40 gap These findings suggest an overall shortfall in effectively engaging Hispanic voters with relevant and resonant messagingHow This May Have Impacted the 2024 ElectionThe consequences of this gap were felt most acutely in swing states where Hispanic voters played a pivotal role in determining outcomes The lack of effective advertising meant that campaigns missed opportunities to connect with these voters on the issues that mattered most to themThe eligible Hispanic voter population was projected at 362 million in 2024 up over 12 from 2020 and representing 50 of the total growth in eligible voters In states like Arizona Nevada Pennsylvania and Georgia where Hispanic voter turnout has steadily increased deeper targeted outreach could have made an even more significant impact Instead as our study showed many Hispanic voters reported a lack of helpful ads and campaigns may have struggled to mobilize key voting blocs ultimately influencing election results in unpredictable waysRefining Strategies for Future CampaignsOur study highlighted opportunities to refine outreach strategies when engaging Hispanic voters and multicultural audiences in generalCulturally Relevant Messaging Campaigns must ensure ad content speaks directly to Hispanic audiences in a way that resonates with their values and concerns as it differs by generation country of origin and cultural backgroundHow weamp8217d do itOur strategists thoughtfully decide when to use Spanish English or Spanglish to connect with diverse Hispanic audiences But beyond that businesses must go further than language and delve into the heart of Hispanicsamp8217 unique cultures and traditions because the country of origin does matterBy leveraging our various data sources we can move beyond a generic amp8220Hispanicamp8221 audience segment to build lookalike audiences based on language preferences viewership voting and online behaviors This is essential to refining targeting strategies and expanding reach beyond the traditional modelMultiplatform Approaches While television remains the most preferred device for video streaming nearly 31 of Hispanics prefer mobile video streaming a 169 increase over nonHispanic audiencesHow weamp8217d do itExpand beyond traditional media and leverage streaming and other digital platforms to reach Hispanic and other multicultural voters where they are most activeHispanic audiences exhibit mobilefirst behavior so you must utilize multiple touchpoints to reach Hispanic voters as they go throughout the day By focusing on a mobilefirst platform like our proprietary solution AdMessenger you can layer highly targeted CTV for a strategic multiscreen approachAvoid overspending on broad broadcast TV buys as they may not effectively reach Hispanic voters compared to more targeted digital and streaming approachesLocalized Content Addressing regional issues most relevant to Hispanic communitiesHow weamp8217d do itUse hypertargeting at the local level to isolate and engage different HispanicLatino communities based on their unique cultural values and key concernsWe know votersamp8217 priorities will differ by generation country of origin and cultural background and how campaigns speak to voters should match By crafting different content for Cuban American neighborhoods versus Puerto Rican communities you ensure we donamp8217t treat Hispanic voters as a monolithOf course one of the most effective ways is to ensure that Hispanic perspectives are present at the table when developing campaign strategies and messagingThe 2024 election highlighted a clear gap in effectively reaching Hispanic voters through advertising As political and public affairs campaigns prepare for the future understanding how different demographics engage with political messaging can help ensure that all voters can access the information they need to make informed decisions at the ballot boxOur DataDriven StrategiesFortunately our Optimum Media political and public affairs team shines in this area Our precise validation strategic partnerships and innovative methods help us better understand audiences and improve our clientsamp8217 targeting strategiesFor example while Englishdominant Hispanics only make up 4 of Pennsylvaniaamp8217s total voting population their usage reveals opportunities for voter engagement Our data shows these households are highly engaged with streaming platforms watching over 42 hours of YouTube 18 hours of Philo and nearly nine hours of Pluto TV each month But their interests donamp8217t stop there these voters are 156 more likely to follow NBC Sports Regional and 55 more likely to tune into Telemundo every monthUnderstanding these viewing patterns isnamp8217t just about knowing what Hispanics watch itamp8217s about leveraging these insights to craft smarter datadriven voter outreach strategies By meeting audiences where they are campaigns can connect with key demographics in ways that truly resonateAre you interested in learning more about our insights and targeted datadriven strategies Weamp8217d love to brainstorm a crossplatform strategy and help tailor recommendations to your campaignamp8217s target audience Contact us to learn moreThis article was written by McKinley Williamson and Jenna WalkerPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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