Tuesday, April 20, 2004

Hispanic Votes Hard to Target

Hispanic Business Magazine has an article on a recent Pew Hispanic Report (PDF):

Most significant for the president and his likely Democratic contender, the senator from Massachusetts, the majority of likely Hispanic voters who responded to the poll get their news entirely from English-language media. Forty percent get news from both languages, while 6 percent of likely voters get all their news in Spanish. Sixty-one percent of this group watches television network news shows only in English, while 28 percent watch news programs in both languages and 11 percent only in Spanish.

This means, the study reported, that the popular practice of airing political advertising on national Spanish-language news shows reaches, at best, 39 percent of the likely Hispanic voters, calling into question the efficacy of that practice in reaching this significant community.


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