U.S. Senate candidate Colin Allred is pictured at Cory’s Cakes in San Juan, Texas. (File photo: RGG/Steve Taylor)
WASHINGTON, D.C. – This week, the Democratic National Committee announced a new six-figure paid media investment in Texas targeting Latino voters with new radio ads and Hispanic print and digital media – including the Rio Grande Valley.
The DNC hopes this investment will help turn out Latino voters across the state to help Democrats win up and down the ballot – including in the hotly contested Senate race between Democrat Colin Allred and Republican incumbent Ted Cruz.
Co-Executive Director Monica Guardiola said beating Cruz and winning up and down the ballot is a top priority for the DNC in Texas this cycle.
“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. The Spanish-language media investment will ensure voters are equipped with the information they need to make the right decisions at the ballot box by electing people that have and will continue working to uplift Latinos.”
Guardiola said the DNC is 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. With the help of Latinos, we will not only send Vice President Kamala Harris and Governor Tim Walz to the White House, but we will also flip the House to establish a Democratic majority.”
If Democrats are to flip the House to establish a majority they will likely need to secure victory in Texas’ 15th Congressional District. It used to be a solidly Democratic seat but was heavily gerrymandered by the Republican leadership in Austin following the 2020 Census. The seat is currently held by Monica De La Cruz, a Republican, but recent polls show Democrat Michelle Vallejo could cause a major upset.
Guardiola said the ‘I Will Vote’ and ‘Voy a Votar’ campaign will reach and mobilize millions of voters in each of targeted states’ media markets. She said the campaign will run from now until Election Day. Each constituency will be engaged through the Spanish-language radio and news outlets they trust most with radio ads in each Hispanic station and newspaper, online and in print, Guardiola pointed out.
Spanish language radio ads will cover the following areas:
- Austin, Corpus Christi
- Dallas
- El Paso, Houston-Galveston
- Las Cruces
- Odessa
- San Antonio Killeen-Temple
- Laredo
- Mcallen-Brownsville
The ad campaign will be featured in the following hispanic print and digital publications:
- El Diario El Paso – El Paso, TX
- El Mundo – Austin, TX
- La Voz de Houston Wednesday – Houston, TX
- El Mañana – Laredo, TX
- Al Dia Wednesday – Dallas, TX
- Hearst Media – Conexion – San Antonio, TX
