Latino media expect ‘fast and furious’ income from presidential race
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The growing Latino population in the United States and attempts by both John McCain and Barack Obama to reach them promises big-bucks for Spanish-language media, according to Bloomberg News this morning.
Spanish-language broadcasters in the U.S. project their political advertising sales will soar this year as the presidential candidates woo Latinos in states that have a chance to tip the election. ‘We are significant players in the battleground states,’ said Philip Wilkinson, chief operating officer of Entravision Communications Corp., owner of 51 Spanish-language television stations. ‘Presidential campaign advertising should come at the end of August, and then I think it’s going to come fast and furious.’ Latinos make up 12% to 37% of the electorate in Colorado, Florida, New Mexico and Nevada, four of the six states that President Bush carried by five points or less in 2004, according to the Pew Hispanic Center, a Washington research group.
A poll last month showed that 66% of registered Latinos support Obama, and both he and John McCain have created Spanish-language TV spots to woo voters.
-- Deborah Bonello in Mexico City