Reaching the Hispanic Vote in 2020 | MILITARY | TEEN | COLLEGE | MULTICULTURAL

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, the largest minority voting group of all time!

Political campaigns targeting Hispanic voters are getting powerful results in a surprising place—traditional media.

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 candidates make sure they reach this large group of Hispanic voters? In many cases, the biggest advertising budgets go into TV and digital, but many people might be surprised at the continuing power of more traditional media such as print, radio and out-of-home (OOH).

Greg Anthony, Head of Multicultural marketing at Refuel Agency, the largest provider of Media + Marketing services targeting niche audiences, including Hispanic and African American markets, said “we’ve been advising political ad agencies on how to reach minority audiences for over 30 years.”

Anthony works with hundreds of Hispanic newspapers—planning, buying, materials, billing and proof of purchase—and has witnesses 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.”

Hispanic 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

Party Alliance

Hispanic Democrats are expected to have a greater impact on their party’s presidential nomination process this year than in 2016 because of changes to the primary calendar. 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, up from 29% in 2016, according to an analysis of 2018 and 2016 American Community Survey data.

Hispanic Voting 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 are an important part of the political landscape and the Hispanic vote can help sway both local and national campaigns. It’s important when reaching this audience to understand their preferences and motivations.

Refuel Agency is politically neutral and over the past 30-years has worked on campaigns for Republican, Democratic and Independent candidates.