A secretive Democratic super PAC, Future Forward, has been running a massive Spanish-language ad campaign in support of Vice President Kamala Harris, spending nearly $30 million on TV, radio, and digital ads. This significant investment in Spanish-language media is aimed at engaging persuadable Latino voters in battleground states such as Arizona, Nevada, Atlanta, Philadelphia, and Raleigh.
The group, led by experienced Democratic Latino strategists, believes that Latino voters who consume Spanish-language media are more open to persuasion due to being exposed to fewer ads in comparison to English-language media. Future Forward rigorously tests its ads, running at least 20 versions of each ad before airing them, with a focus on the economy rather than immigration or Trump’s comments about Hispanic migrants.
Recent polls show that Harris leads Trump among Latino voters, though her margin is slightly lower than Biden’s performance in the 2020 election. Republican efforts to appeal to Latino voters have also increased, and both parties are aggressively targeting this demographic in critical states like Arizona, Pennsylvania, Georgia, Wisconsin, and North Carolina.
Future Forward’s Spanish-language ad campaign aims to ensure that Latino voices are at the forefront of national policies impacting economic growth and opportunities for all Americans. The group’s message is resonating with some Latino voters, as evidenced by Harris’ slight lead over Trump on who is better for the economy according to a recent survey by Equis Research.
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