Hispanic Chamber Says Spanish-Language Media Isn't Sharing in Ad Windfall

Study finds combined 5% of presidential political ad spending goes to that sector

By John Eggerton -- Broadcasting & Cable, 10/1/2012 10:53:30 AM

The Obama campaign has spent 9% of its local TV political ad budget on Spanish-language media, more than twice as much as the Romney campaign, but that is still only a combined 5%.

That is according to a study of spending in 10 states -- Arizona, California, Colorado, Florida, Illinois, New Mexico, Nevada, Texas and Virginia -- released Monday by the U.S. Hispanic Chamber of Commerce from Kantar Media local TV advertising data.

That is over the entire general election period starting with the effective conclusion of the GOP primary campaign.

"[W]hile political advertising spending records are being shattered," said Javier Palomarez, president and CEO of the USHCC, "neither political party is investing a comparable percentage of their advertising dollars to reach these voters," adding: "The difference between rhetoric and action is striking and, frankly, troubling."

The numbers are even lower for Senate races, where Democrats have spent only 3% of their budgets on Spanish-language advertising, and Republicans only 1%. On the House side, Democrats have spent about 12%, but Republicans less than 1%, according to the Chamber.