Reaching Hispanic Voters in 2020 | Refuel Agency

As we move through the primaries elections to the November 2020 general election, we are seeing a major shift in minority group voting numbers. There are now an estimated 32 million Hispanics that will be eligible to vote. This is the largest minority voting group of all time! And political campaigns targeting Hispanic voters are getting powerful results in a surprising place—traditional media.

hispanic voters

Hispanic Voters by the Numbers

  • 32 Million Hispanics projected to be eligible to vote in 2020 becoming the largest Minority voting group in the history of American politics
  • It would be an increase of 5 million from the 2016 Election (27.3 million)
  • Hispanics will be the largest Minority group in the electorate, representing 13.3% of all eligible voters

Source: US Census projections 2018

Targeted Media

So how do political candidates ensure they reach this large group of Hispanic voters? Oftentimes, the biggest advertising budgets go into TV and digital, but there is consistent power in traditional media like print, radio, and out-of-home (OOH).

Greg Anthony is the Head of Multicultural marketing at Refuel Agency, the largest provider of Media + Marketing services targeting niche audiences. He commented on Hispanic voters, saying, “We’ve been advising political ad agencies on how to reach minority audiences for over 30 years.”

Anthony works with hundreds of Hispanic newspapers, from planning, buying, materials, billing and proof of purchase. In doing so, he has witnessed the positive impact of this medium. “We know that the older, more educated demographic are more likely to vote and they can often be more effectively reached by focusing on offline media such as Spanish language newspapers.”

Read next: The Power of Print in Political Advertising

Hispanic Voters Media Preferences

  • Two-thirds (73%) of Hispanics look at billboards, posters, and other OOH media
  • Almost half (49%) of Hispanics read a Spanish language publication.
  • One-third (34%) listen to Spanish language radio
  • 22% visit a Spanish language website

Source: GfK MRI Doublebase 2019

Hispanic Voters Party Alliance

Hispanic Democrats are expected to have a greater impact on their party’s presidential nomination process. Because of the changes to the primary calendar, this year will have greater impact than in 2016. California, where about 26% of all Hispanic voters in the U.S. live in the US, moved up its primary to Super Tuesday on March 3, three months earlier than in 2016. Three other states with smaller but potentially important Hispanic eligible voter populations moved up their primaries to Super Tuesday: North Carolina, Utah and Maine.

Overall, an estimated 56% of Latino eligible voters live in states that have a Democratic primary or caucus on or before Super Tuesday this year. This is up from 29% in 2016, according to an analysis of 2018 and 2016 American Community Survey data.

Hispanic Voters Insights

  • 62% of Hispanic registered voters lean towards the Democratic party
  • 9 in 10 of Hispanic Democratic voters feel that the 2020 presidential election results very important
  • Majority have a positive impression of the Democratic candidates with 65% rating them as “Good” or Excellent”

Source: National Survey of Latinos Dec 3-23, 2019

The Bottom Line

Minority voters and Hispanic voters are an important part of the political landscape. The Hispanic vote can help sway both local and national campaigns. And when reaching this audience, it’s important to understand their preferences and motivations.

Refuel Agency is politically neutral. Over the past 30 years, we have worked on campaigns for Republican, Democratic and Independent candidates.

Christina O'Toole

Christina is a data-driven, full stack marketer with over 20 years success leading marketing in technology, higher ed and publishing industries. Christina has developed hundreds of marketing campaigns and built all facets of programs including lifecycle journeys, creative direction and lead generation. She now heads corporate marketing at Refuel Agency and its higher education marketing division, Thinking Cap.