McCain Launches Spanish Radio Ads in NM and Nevada
By Ed O'Keefe
As Barack Obama moved to consolidate the support of his party, John McCain today launched the first radio ad of the general election campaign. "Economy," a 60-second, Spanish-language spot, will air in New Mexico and Nevada and deliver a hopeful message about McCain's economic proposals as he seeks to appeal across party lines.
"When we are buying groceries, we don't have a political party. When we are filling up the gas tank, we are not Republicans, Democrats or Independents. We are Hispanics, and we all are hurting together in this uncertain economic time" the ad's announcer says. "We need someone that has a good economic plan, and that is John McCain."
Several presidential candidates have aired Spanish-language radio ads so far this cycle, including Obama, Hillary Rodham Clinton, Rudolph Giuliani and Mitt Romney.
Hispanics, the nation's fastest growing ethnic group, comprise a large percentage of the population in the Southwest and, in some states, vote in such a way that they cannot be considered a base Democratic group.
They are also intensive radio listeners.
Spanish-language radio stations are some of the highest rated in the nation's largest markets, according to Radio and Records, and Hispanics on average listen to more than 22 hours a week of radio, according to Carlos Alcazar, president of Hispanic Communications Network. A 2007 study by Arbitron and Edison Media also found that Hispanics listen to the radio at work in higher numbers than other ethnic groups.
"There are lots of reasons, including much more listening happening on the job because of the nature of their type of work," Alcazar said.
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