The ad will run nationwide on Telemundo but is also targeted on cable and broadcast in the Las Vegas media market, hitting three competitive House seats held by Democrats (Representatives Susie Lee, Steven Horsford and Dina Titus).
found that inflation and economy were the highest-ranking issues for Latino voters.
In Virginia's 2021 gubernatorial race, Republican Governor Glenn Youngkin's campaign made early efforts to organize and convince potential Latino voters through bilingual mailers, social media and a Spanish dub of their ad in the month before the election.in November. "More and more Republican candidates are doing a better job of targeting the Latino voters through ads, and not just trying to speak Spanish live during events or commercials," said Christian Martinez, who helped lead Youngkin's efforts with Latino voters.
The ad from Pence also echoes an anti-socialism message by highlighting Cuba and Venezuela, countries under socialist control. The anti-socialism message seems to resonate with American immigrants who have fled socialist regimes — this same tactic was used by House Republicans in 2020 and helped flip seats with heavy Cuban communities in South Florida.
In that district, Democrats saw an eight-point drop off with Latino voter registration in the Miami-Dade area while Republicans saw a 13-point gain.
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