Entravision Reveals Crucial Latino Voter Insights in Nevada and South Texas Ahead of the 2024 Elections
August 16 2024 - 1:55PM
Business Wire
Latino voters are highly engaged but face an
information gap, according to a recent survey
As the United States approaches a pivotal election day,
Entravision is taking the lead in empowering and mobilizing the
Latino electorate. In collaboration with BSP Research, Entravision
conducted a comprehensive survey of Latino registered voters to
uncover the priorities, concerns and voting factors of Latino
voters in key battleground regions, including Nevada and South
Texas.
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Latino voters in Nevada and South Texas are poised to make a
significant impact, with an overwhelming majority planning to go to
the polls on November 5th. However, the study reveals a strong
demand for more information about the candidates and their
platforms. The poll surveyed 800 Latino Registered Voters—400 from
Nevada and 400 from South Texas which include the cities of
Harlingen-Weslaco-Brownsville-McAllen, Corpus Christi, and Laredo.
The margin of error for both regions is +/- 4.9%. Conducted online
between July 24 and August 6, 2024, the survey was offered in both
English and Spanish and followed the withdrawal of President Joe
Biden from the Presidential race.
“Our findings underscore the undeniable influence of Latino
voters in this election cycle,” said Michael Christenson, CEO of
Entravision. “Latino voters are not just participants; they are key
decision-makers whose voices will shape the future of this country.
We are proud to provide critical insights that will guide campaigns
in engaging, connecting and messaging to the powerful Latino
community.”
Key Findings from the Entravision-BSP Research Poll:
1. Latino Voters are Engaged and Ready to Vote
- Latino voters are highly engaged, with 62% stating they are
“almost certain” to vote in November and nearly 80% indicating they
probably or almost certainly will vote. This strong engagement is
consistent among high Spanish-language media users and those in
Spanish-speaking households.
2. A Hunger for Information
- Despite their eagerness to participate, more than half of
Latino voters feel they lack sufficient information to make
informed choices for the Presidential or Senate elections. Voters
are receptive to campaign messaging, with 50% reporting that an
advertisement influenced their view of a candidate, and 66% seeking
additional information after exposure to campaign ads.
- Notably, 28% of Latino voters rely on Spanish-language TV or
radio for crucial information, with 67% watching Spanish
entertainment programming on TV and 73% listening to Spanish
music.
Presidential Candidates:
3. Head-to-Head Matchups
- In Nevada, Harris leads Trump by 18 points (53% to 35%), and
in South Texas, by 13 points (50% to 37%).
- However, only 28% of Latino voters feel “very well informed”
about Harris’ policy agenda, compared to 36% for Trump.
Senate Candidates:
4. Nevada: Jacky Rosen vs Sam Brown
- Incumbent Senator Jacky Rosen holds a comfortable 30-point
lead over challenger Sam Brown (53% to 22%) in a head-to-head
match-up, though a quarter of Latino voters remain undecided.
Rosen’s favorability (45%) outpaces Brown’s (27%). Additionally,
Brown has room to grow with his base, as 23% of Nevada Latino
Republicans are still completely undecided.
5. S. Texas: Colin Allred vs Ted Cruz
- Congressman Colin Allred leads Senator Ted Cruz by 19 points
among Latino voters in South Texas (48% to 29%), with significant
undecideds. Nearly half (48%) of Latino voters in South Texas have
yet to form an opinion about him (Allred) or have no opinion at
all.
“These results reflect a profound engagement among Latino
voters, who are not only eager to participate but are demanding the
information they need to make informed decisions,” said Dr. Gary
Segura, Co-Founder at BSP Research. “This data is crucial for
campaigns looking to connect with Latino voters, particularly
through Spanish-language media, which continues to be a trusted
source of information.”
As the 2024 election day draws closer, the significance of the
Latino vote cannot be overstated. Entravision and BSP Research are
dedicated to ensuring that the voices of Latino voters are at the
center of the national dialogue. Through this proprietary research
and our media platforms, Entravision will continue to empower
Latinos to help them make informed choices that reflect their
values and aspirations.
To obtain a copy of the survey or get learn about Entravision’s
voter engagement initiatives, visit
https://entravision.com/political/.
About BSP Research
BSP Research is a Latino-owned polling, research and analytics
firm headquartered in Los Angeles, California, and directed by four
PhD-holding political scientists.
About Entravision Communications
Entravision (NYSE: EVC) is a media and advertising technology
company. Our broadcast properties include the largest television
affiliate group of the Univision and UniMás television networks and
one of the largest groups of primarily Spanish-language radio
stations in the United States, providing our customers with
substantial access and engagement opportunities in the top U.S.
Hispanic markets. Smadex, our programmatic ad purchasing platform
enables customers, primarily mobile app developers, to purchase
advertising electronically and manage data-driven advertising
campaigns. Learn more about our offerings at entravision.com.
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version on businesswire.com: https://www.businesswire.com/news/home/20240814457177/en/
Fabiola Rangel, Senior Director, Marketing and Communications
fabiola.rangel@entravision.com
Marcelo Gaete, EVP of Public & Government Relations
mgaete@entravision.com
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