Follow the Money: Presidential Campaign Spending on Hispanic TV

Insights From the 24th Ad Age 2016 Presidential Campaign Ad Scorecard

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The Ad Age Presidential Campaign Ad Scorecard is sponsored by The Trade Desk

Editor's note: Here's the 24th installment of the 2016 Presidential Campaign Ad Scorecard. The chart below represents a collaboration between the Ad Age Datacenter -- specifically, Kevin Brown, Bradley Johnson and Catherine Wolf -- and Kantar Media's Campaign Media Analysis Group (CMAG). Some context from Simon Dumenco follows. --Ken Wheaton

On May 5, Donald Trump notoriously tweeted a photo of himself eating a taco bowl with the message "Happy #CincoDeMayo! The best taco bowls are made in Trump Tower Grill. I love Hispanics!" As for paid ads meant to appeal to Hispanics, however, Mr. Trump is showing no interest in Hispanic broadcast media.

Hillary Clinton's campaign, for its part, ran the first Spanish-language TV ad of the general election, a spot called "Nuestra Historia," on June 24.

"Trump seems to think he can win the White House with only the white vote," news anchor Jorge Ramos of Univision recently told The New York Times Magazine. "I believe that the only way to win the White House is with the Latino vote. If the Republican candidate cannot get 33% of it, he cannot win the White House."

The drill-down you see here shows that, so far, Hispanic-market TV spending has been relatively modest -- just $4.8 million in total, including spending by presidential dropouts and advance bookings by the Clinton campaign and pro-Clinton PACs through Nov. 7.

What happens next? Stay tuned to Campaign Scorecard.

Presidential Campaign Scorecard
Ten largest markets by ad spending on Hispanic TV stations related to the presidential election
Market Advertising spending
Denver $859,859
Las Vegas $783,740
Los Angeles $596,350
Miami-Ft. Lauderdale, Fla. $541,060
New York $412,491
Phoenix (Prescott, Ariz.) $224,550
Puerto Rico $150,082
Colorado Springs-Pueblo, Colo. $138,955
San Francisco-Oakland-San Jose, Calif. $117,638
Fresno-Visalia, Calif. $105,840

Hispanic TV stations that have garnered the most ad dollars related to the presidential election
Station Owner Market Advertising spending
KINC Univision Holdings Las Vegas $495,600
KCEC Univision Holdings Denver $437,729
KDEN Comcast Corp. (NBC Universal's Telemundo) Denver $398,540
KMEX Univision Holdings Los Angeles $374,400
WSCV Comcast Corp. (NBC Universal's Telemundo) Miami-Ft. Lauderdale, Fla. $348,040
KBLR Comcast Corp. (NBC Universal's Telemundo) Las Vegas $283,185
WXTV Univision Holdings New York $234,925
KVEA Comcast Corp. (NBC Universal's Telemundo) Los Angeles $212,650
WLTV Univision Holdings Miami-Ft. Lauderdale, Fla. $189,290
WNJU Comcast Corp. (NBC Universal's Telemundo) New York $142,636
Source: Ad Age analysis of data from Kantar Media's CMAG.
Spending and ad buys on Hispanic broadcast TV stations (future buys subject to change) for presidential campaigns from April 5, 2015, through Nov. 7, 2016, as of July 21, 2016. Total dollars to date for ads run and booked time are $4.8 million.
Pay structures differ for candidates and PACs. Candidates pay the lowest unit rate. PACs pay whatever the market will bear.
*Includes political action committees and advocacy groups.
Map by Jennifer Chiu. Chart by Chen Wu.

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