Spanish Language Campaign Ad Spending Stagnant

Just two weeks after GOP presidential nominee Mitt Romney addressed the United States Hispanic Chamber of Commerce, the organization has released a new report that found that Spanish-language advertising continues to "represent a relatively small fraction of election advertising spending, even in the states with the largest and most electorally-significant Hispanic populations."

According to the report, of the nearly $358.9 million spent on political advertising between April 10 and Sept. 25, just $16.4 million - 4.57 percent - went to Spanish-language advertising. Researchers looked at political TV advertising spending in Arizona, California, Colorado, Florida, Illinoi, New Mexico, Nevada, Texas and Virginia's local, state and federal election races.

Javier Palomarez, president and CEO of the USHCC called the findings "troubling."

"Political commentators from both sides of the aisle have said repeatedly that 2012 is the 'year of the Hispanic voter,'" Palomarez said. "Hispanic voters are poised to play a decisive role in some of the most hotly contested battleground states from Nevada to Florida."

The findings were observed using comprehensive data on local television advertising from Kantar Media's CMAG.

CMAG found that at the presidential level, President Barack Obama's campaign and the various organizations supporting it have dedicated roughly nine percent of all ad dollars in the 10 states to Spanish-language media, while the Romney campaign and the organizations supporting it have dedicated just over four percent.

In the Senate races taking place in the surveyed states, Democratic candidates and supportive organizations have dedicated three percent of their budgets to Spanish-language advertising compared to one percent for GOP candidates and groups.

At the House level, Democratic candidates and groups have invested about 12 percent of their budget to Spanish-language ads and Republicans have invested less than one percent, according to the report.

"Historically, Spanish-language advertising has represented a relatively small share of all political dollars," CMAG President Ken Goldstein said. "This year, there has been a great deal of speculation that we would see a significant jump in Spanish-language ad spending. That may yet happen, but so far this cycle it appears that ad spending is closer to historical norms than any sort of break out year."

Palomarez admitted that there is no "right level" of Spanish-language advertising and suggested that both Republicans and Democrats prioritize Hispanic voters and dedicate real resources to reach those voters. Palmorez also said that he hopes to see more focus on connecting with Hispanic voters nationwide.

Both campaigns have been reaching out to Hispanics.

At the 2012 Republican National Convention, Republicans chose Florida Sen. Marco Rubio, Texas Rep. Francisco Canseco, Sher Valenzuela, the Republican candidate for lieutenant governor of Delaware; Nevada Gov. Brian Sandoval, Ted Cruz, GOP Senate nominee from Texas, First Lady of Puerto Rico Luce Vela Fortuno and New Mexico Gov. Susana Martinez to speak.

At the Democratic Convention, the Democrats chose the young Hispanic mayor of San Antonio, Julian Castro to deliver its keynote address. The Democratic Party also took a different approach: inviting DREAMers to tell their own stories.

In September, Obama and Romney took part in a "Meet the Candidate" event hosted by Univision and Facebook. Both candidates discussed and the future of the Hispanic community.

In Florida where 16 percent of all registered voters are Hispanic, only seven percent of the more than $107 million dollars spent-to-date have been on Spanish-language media.

In the battleground state of Nevada, where 10 percent of registered voters are Hispanic, roughly five percent of the $46.5 million spent on advertising so far has been dedicated to Spanish-language media. The president campaigned in Nevada last weekend.