Lessons From the Election—Hispanic Market Edition

Spending on digital + ignoring Latinos = wasted dollars

Political action committees, campaigns and parties all took out digital and television ads in record numbers this campaign season, and most of the PAC ads—hundreds of millions of dollars, at least—were for Republican candidates. Conservative hopefuls for every office were touted across the airwaves and on mobile devices, and the Hispanic population heavily overindexes on mobile technology and TV viewership—and hardly any of those ads explicitly mentioned concerns unique to Latino voters or addressed those voters directly. The results? Seventy-one percent of Hispanic voters cast their ballots for President Obama.