Texas Candidates Struggle to Connect With Latino Voters
Polling shows Texas political candidates are failing to engage Hispanic voters despite advertising spending and a strong preference for Spanish-language outreach.
Polling conducted by TelevisaUnivision and the Cook Political Report reveals a significant disconnect between Texas political candidates and Latino voters. A survey of 1,000 registered Hispanic voters found that two-thirds prefer candidate outreach in Spanish, although many perceive Spanish-language media efforts as superficial attempts to secure votes.
Spending data highlights a reliance on English-language media. In the U.S. Senate race, Republicans allocated only $3.5 million of a $240 million budget to Spanish-language ads, while Democrats spent $5.3 million of $98 million. Daniel Alegre, CEO of TelevisaUnivision, stated that broad-based English messaging is not resonating with the most important voting bloc in the state and noted that affordability is a primary concern for this issue-driven electorate.
Campaign strategies vary between the gubernatorial candidates. Democratic candidate Gina Hinojosa has utilized community events and Spanish-language advertisements. Incumbent Republican Governor Greg Abbott has also released Spanish-language ads, though his messaging focuses on criticizing Hinojosa's policies.
