Somebody guessed wrong on Spanish-language television buys in Colorado. Was it Democrats…or Republicans?
We haven't seen the hard numbers on this yet, but as it has been explained to us, 2014 has seen considerably more money spent on Spanish-language media buys than any other mid-term election (anecdotally, of course, it makes perfect sense). In fact, spending on Spanish-language media is at a level comparable to the 2012 Presidential election. That spending has not been equal among Democrats and Republicans, however, and on Tuesday evening we will have a pretty good idea of which Party made the wrong decision. Democrats have spent much more money on Spanish-language television than Republicans; media buys for Democratic Sen. Mark Udall alone have dominated the airwaves on Univision in Colorado.
Republican Senate candidate Cory Gardner launched his first Spanish-language TV ad in Colorado today, the same day in which the Service Employees International Union (SEIU) was promoting another new Spanish-language ad in a media campaign that has been underway for months (check out the SEIU press release from Oct. 7 after the jump). The U.S. Chamber of Commerce has run a Spanish-language TV ad with former Florida Gov. Jeb Bush endorsing Gardner, but the Gardner campaign itself had not ventured into the medium until today. Coincidentally, NBC News reports on the attraction for politicos of Spanish-language media around the country:
That means in places like Colorado, there are many more Spanish-language ads than in previous elections, the sort of “wall-to-wall coverage” that non-Latino white voters have long been accustomed to seeing in elections, Chambers said. On top of that, Hispanic advocacy and other groups are doing field work, knocking on doors to register and turn out Latino voters and making sure those who can get their ballots mailed in…
…An ad titled “Tu Poder” running in Colorado – paid for by People for the American Way and NexGen Climate and done by Chambers – hits several themes at once to reach Latinos. It shows a mailbox to explain the new Colorado voting law in which every registered voter gets a mail-in ballot that has to be mailed back by Oct. 31 and it also touches on issues of the environment and health.
The ad for Colorado’s Democratic Sen. Mark Udall opens with several official ballot packets landing on a table and a narrator saying “Este es tu poder. (This is your power.)" That line is repeated later and followed by “úselo (use it.)”
The ad is part of a multiyear effort People for the American Way (PFAW) designed to reach Latino voters. Randy Borntrager, political director of the liberal group, said in 2014 Latinos “could be kingmaker” in several of the close 10 Senate races.
What's so fascinating about this disparity with Spanish-language media buys is that it offers a unique opportunity to examine different strategies in play. Just like any other big-money industry, politics is a copycat business. Everybody does TV and mail. Everybody does online advertising. Everybody has some sort of field campaign. But in this particular case, only one Party can be correct about their decision on how to allocate money for Spanish-language media (and TV specifically).
The relative importance of Spanish-language media to each Party is pretty clear in 2014, but by 2016 lessons will have been learned and cats copied.
If the Latino vote in Colorado does prove to be the final arbiter in many of these races, we can guess which side will be doing the copying in two years.