Source: www.insideradio.com, August 2024

U.S. Hispanics are younger than the overall population and they’re ready to vote. Six in ten (62%) Latino voters are “almost certain” they will vote in November, according to a new Entravision survey, which shows they’re looking for information on radio.

The survey of voters in Nevada and South Texas, where Entravision owns stations, finds that 28% get news about important matters from Spanish-language radio or TV.

The data shows Hispanics are particularly receptive to messaging: taking ads into consideration in their candidate evaluations, and looking for more information after seeing political ads. Entravision says this is especially true for younger voters and Spanish-media consumers. The survey finds that 62% of listeners to Spanish-language news-talk stations say they have heard something discussed that has made them change their mind about a candidate. That is higher than the 54% who said something on Spanish-language TV newscasts has swayed them.

The impact of media exposure is even more produced when it comes from advertising among those surveyed. The result shows that 82% of listeners to Spanish-language news-talk radio say that ads they have heard have led them to seek out more information about a candidate. That is 8 points more than the 74% of Spanish-language television viewers who said the same thing.

Entravision’s survey, done in collaboration with BSP Research, finds Latino voters are highly engaged. Nearly 80% indicate they probably or almost certainly will vote. The strong engagement is consistent among Spanish-language media users and those in Spanish-speaking households.

Despite their eagerness to participate, more than half of Latino voters feel they lack sufficient information to make informed choices for the Presidential or Senate elections. Voters are receptive to campaign messaging, with half of those surveyed reporting that an advertisement influenced their view of a candidate, and two-thirds sought additional information after exposure to campaign ads. Notably, 28% of Latino voters rely on Spanish-language TV or radio for crucial information, vs. 73% listening to Spanish music.

“Our findings underscore the undeniable influence of Latino voters in this election cycle,” CEO Michael Christenson said. “Latino voters are not just participants; they are key decision-makers whose voices will shape the future of this country. We are proud to provide critical insights that will guide campaigns in engaging, connecting and messaging to the powerful Latino community.”

Much of the survey showed which way Hispanic voters in the two states are leaning. In Nevada, it finds Vice President Harris leads former President Trump by 18 points (53% to 35%), and in South Texas, by 13 points (50% to 37%).

In Nevada, incumbent Sen. Jacky Rosen (D-NV) holds a comfortable 30-point lead over challenger Sam Brown (53% to 22%). In Texas, Rep. Colin Allred (D-TX) leads incumbent Sen. Ted Cruz (R-TX) by 19 points among Latino voters in South Texas (48% to 29%), with significant undecided numbers.

“These results reflect a profound engagement among Latino voters, who are not only eager to participate but are demanding the information they need to make informed decisions,” BSP Research cofounder Gary Segura said. “This data is crucial for campaigns looking to connect with Latino voters, particularly through Spanish-language media, which continues to be a trusted source of information.”

The poll was conducted July 24 to Aug. 6 among 800 Latino registered voters — 400 from Nevada and 400 from South Texas, which included the cities of Harlingen-Weslaco-Brownsville-McAllen, Corpus Christi, and Laredo. The margin of error for both regions is +/-4.9%. Download a copy of the report HERE.