The Democratic National Committee has unveiled what it calls a “six-figure paid media investment” to urge Texas’ Latino voters to replace two-term Republican U.S. Sen. Ted Cruz with challenger U.S. Rep. Colin Allred.
The “I Will Vote” and “Voy a Votar” campaign will reach millions of voters in targeted media markets including San Antonio, Austin, Dallas and El Paso, according to DNC officials. The ads are running now through Election Day on Spanish-language radio and in Latino-focused newspapers, both print and online.
Recent polls show Allred, a North Texas Democrat, closing the gap with Cruz, who generally underperforms among the state’s voters. Democratic groups have focused on the race as one they could flip in the Senate in a bid to hold a majority, and Latinos represent the Lone Star State’s second-largest voting block.
Beating Ted Cruz and winning up and down the ballot in Texas is a top priority for the DNC this cycle, Co-Executive Director Monica Guardiola said in an emailed statement.
“This election cycle, Latinos will make the difference. Our community has the power to enact change, and the Democrats are investing to ensure we are reaching voters where they are,” Guardiola said. “Disinformation has been plaguing the Latino community, and we are putting a stop to it.”
Even though Cruz’s campaign has dropped a reported $4.4 million to win over Texas Latinos, last month’s 2024 UnidosUS Voter Poll shows 51% of the state’s Latinos plan to vote for Allred, while 31% favor Cruz and another 18% remain undecided.
Guardiola said the DNC’s ad buy will enure voters are energized around Allred and other candidates who will work to improve Latinos’ lives.
“We are not taking any voters for granted, which is why we will make sure Latinos know that the party with plans to lower the cost of living, support small-business owners, broaden health care access and create new jobs is the Democratic Party,” she added.
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This article appears in Oct 16-29, 2024.
