WASHINGTON--(BUSINESS WIRE)--Univision Communications Inc., the leading Hispanic media company in the U.S., today unveiled exclusive, in-depth analysis of 2018 L2 (Labels and Lists) state-by-state certified voter turnout data in key states, and insights into the Hispanic vote in advance of the 2020 U.S. election. With many states reporting double and triple digit increases in Hispanic voter turnout numbers, Univision is leading the conversation about the importance of this demographic and how to best engage with this coveted voter in advance of 2020. The data and information, sourced by L2, was presented today at the Company’s Hispanic Voters: The New Majority Makers, Lessons from 2018, Winning Strategies for 2020, event at the Newseum in Washington, DC.
Additionally, Univision officially launched the 2020 Vota Conmigo campaign with their national partners, UnidosUS, Voto Latino, the National Association of Latino Elected and Appointed Officials (NALEO) Educational Fund, League of United Latin American Citizens (LULAC), and the Hispanic Federation among others. The campaign aims to register eligible potential voters in advance of the 2020 primary and general elections and turnout the Hispanic vote.
“As the leading Hispanic media company in the U.S., we take seriously our responsibility to inform and empower our audience and encourage them to participate in the political process to make their voices heard,” said Vince Sadusky, Chief Executive Officer, Univision. “In 2018, Hispanic voters made the crucial difference in many elections and the triple digit increases in turnout attest to the fact that our community is a vital source of support for any candidate or cause. The data tells a compelling narrative about the strength and influence of the Latino voter that will inform and shape the upcoming 2020 election.”
The comprehensive data analysis, conducted by Univision’s political researchers, provides a detailed look at state-by-state 2018 certified voter data, revealing information about the power and importance of the Hispanic voter. The findings reinforce that Hispanic voters are an increasingly significant and influential demographic for political candidates and serve as the catalyst for the 2020 election.
Key findings from the data and analysis include:
Voter Registration:
- Univision’s analysis of the data shows huge increases in 2018 Hispanic voter registration vs. non-Hispanics, especially with younger voters.
- Hispanics were a significant factor in registration in key states, including: California, Texas, Florida, Illinois, Nevada, New York and New Jersey.
- Over half of new registered voters in California were Hispanic
- 2 in 5 new registered voters in Texas were Hispanic
- 1 in 3 new registered voters in Florida were Hispanic
- 1 in 4 new registered voters in Illinois were Hispanic
- 1 in 4 new registered voters in Nevada were Hispanic
- 1 in 5 new registered voters in New York were Hispanic
- 1 in 3 new registered voters in New Jersey were Hispanic
Voter Turnout:
- In crucial states, it is estimated that Hispanic voter turnout doubled in 2018 vs. 2014 (13M vs. 6.7M);
- The rate of increase in Hispanic voters in 2018 vs. 2014 was more than double that of total voters (96% vs. 42%);
- Youth Vote – there were large Hispanic voter turnout gains with both the 18-24 and 25-34 demographics:
- Hispanic voter turnout gains among the youngest voter demographics exploded by an average of 170 percentage points in Nevada, New York, Texas, Illinois, California, New Jersey, Florida with Hispanic voters ages 18-24 outpacing their non-Latino counterparts.
- Across those same states, Hispanic voters ages 25-34 outvoted their non-Latino counterparts by an average of 128 percentage points.
- Nevada and New York demonstrated the largest voter turnout gains in both the 18-24 and 25-34 demographics with growth of more than 240 percentage points across both groups in both states.
Political Advertising:
- As voter engagement continues to increase, political ads targeting this coveted demographic are expected to follow suit as evidenced by the significant (67 percent) increase in these ads on Univision from 2014 to 2018.
-
Speaking and advertising to Hispanic voters in Spanish (in-language)
improves effectiveness.
- 82% of Hispanic adults over 18 speak Spanish at home (Source: Nielsen 2019 Universe Estimates)
- Double-digit increases in ad memorability, brand memorability and likeability. (Source: Phoenix TV Brand Effect)
- Univision is best-positioned to harness the urgency behind Latino voter political engagement and deliver any campaign’s message to every generation of Hispanic voter.
- Partnering with Univision and tapping into the Company’s expertise and insights delivers results.State-by-State Data:California:
- Number of Hispanic registered voters grew nearly 4X more (+22%) than non-Hispanics (+6%)
-
Hispanics experienced strong voter turnout gains across all
demographics, especially younger voters, up double and
triple digits:
- Voters 18-24 (+305% HISPANIC vs. +203% NON-HISPANIC)
- Voters 25-34 (+273% HISPANIC vs. +159% NON-HISPANIC)
- 2.8 MILLION Hispanics voted in 2018, more than doubling 2014 turnout (1.2M), and increasing more than twice as much(+125%) as NON-HISPANICS (+55%)Florida:
- Number of Hispanic registered voters grew 2.2X more (+28%) than non-Hispanics (+13%)
- 1.4 MILLION Hispanics voted in 2018 vs. 748K in 2014, increasing 2.4X as much (+81%) as NON-HISPANICS (+34%)
-
Hispanics experience strong voter gains across all demographics,
especially younger voters:
- Voters 18-24 (+155% HISPANIC vs. +78% NON-HISPANIC)
- Voters 25-34 (+130% HISPANIC vs. +61% NON-HISPANIC)
- Number of Hispanic registered voters grew 3X more (+28%) than non-Hispanics (+9%)
- 369K Hispanics voted in 2018, nearly doubling 2014 turnout (208K), and increasing more than 3X as much (+78%) as NON-HISPANICS (+24%)
-
Hispanics experienced strong voter turnout gains across all
demographics, especially younger voters:
- Voters 18-24 (+282% HISPANIC vs. +110% NON-HISPANIC)
- Voters 25-34 (+150% HISPANIC vs. +62% NON-HISPANIC)
- Number of Hispanic registered voters grew 2X more (+55%) than non-Hispanics (+27%)
- 145K Hispanics voted in 2018, more than doubling 2014 turnout (53K), and increasing 2.7X more (+176%) than non-Hispanics (+64%)
-
Hispanics registered voters saw strong growth in turnout across
all party affiliations:
- DEMOCRAT (+188% HISPANIC vs. +72% NON-HISPANIC)
- REPUBLICAN (+101% HISPANIC vs. +45% NON-HISPANIC)
- INDEPENDENT/OTHER (+252% HISPANIC vs. +97% NON-HISPANIC)
-
Hispanics experienced strong voter turnout gains across all
demographics, especially younger voters:
- Voters 18-24 (+522% HISPANIC vs. +234% NON-HISPANIC)
- Voters 25-34 (+392% HISPANIC vs. +157% NON-HISPANIC)
- Number of Hispanic registered voters grew nearly 4X more (+19%) than non-Hispanics (+5%)
- 335K Hispanics voted in 2018, more than doubling 2014 turnout (164K), and increasing about twice as much (+104%) as non-Hispanics (+54%)
-
Hispanics experience strong voter turnout gains across all
demographics, especially younger voters:
- Voters 18-24 (+276% HISPANIC vs. +196% NON-HISPANIC)
- Voters 25-34 (+222% HISPANIC vs. +141% NON-HISPANIC)
- Number of Hispanic registered voters grew 2X more (+15%) than non-Hispanics (+8%)
- 620K Hispanics voted in 2018, more than doubling 2014 turnout (280K), and increasing more than twice as much (+121%) as non-Hispanics (+54%)
-
Hispanic registered voters saw strong growth in turnout across
all party affiliations:
- DEMOCRAT (+125% HISPANIC vs. +69% NON-HISPANIC)
- REPUBLICAN (+61% HISPANIC vs. +28% NON-HISPANIC)
- INDEPENDENT/OTHER (+159% HISPANIC vs. +60% NON-HISPANIC)
-
Hispanics experienced strong voter turnout gains across all
demographics, especially young voters:
- Voters 18-24 (+434% HISPANIC vs. +178% NON-HISPANIC)
- Voters 25-34 (+337% HISPANIC vs. +154% NON-HISPANIC)
- Number of Hispanic registered voters grew nearly 2X more(+23%) than non-Hispanics (+12%)
- 1.7 MILLION Hispanics voted in 2018, more than doubling 2014 turnout (725K), and increasing more than twice as much (+137%) as NON-HISPANICS (+63%)
-
Hispanic registered voters saw strong growth in turnout across
all party affiliations:
- DEMOCRAT (+142% HISPANIC vs. +63% NON-HISPANIC)
- REPUBLICAN (+111% HISPANIC vs. +57% NON-HISPANIC)
- INDEPENDENT/OTHER (+174% HISPANIC vs. +109% NON-HISPANIC)
-
Hispanics experienced strong voter turnout gains across all
demographics, especially younger voters:
- Voters 18-24 (+454% HISPANIC vs. +235% NON-HISPANIC)
- Voters 25-34 (+259% HISPANIC vs. +138% NON-HISPANIC)
VOTA CONMIGO 2020
Univision’s non-partisan 2020 Vota Conmigo (Vote with me) campaign which, along with its partners, aims to register eligible potential voters in advance of the 2020 primary and general elections and turn out the Hispanic vote. The campaign will help provide vital voting and election information across multiple media platforms and increase voter participation on a non-partisan basis.
“Univision is at the forefront of understanding, reaching and engaging an energized Hispanic electorate,” said Jessica Herrera-Flanigan, Executive Vice President for Government & Corporate Affairs. “We are excited to kick off the 2020 Vota Conmigo campaign, which speaks to the entire Hispanic community across every platform and every generation so our community can register and turn out to vote in the primary and general elections.”
The 2020 Campaign will build upon the Vota Conmigo campaign in 2018, which Univision launched as part of its non-partisan civic efforts to help educate the Hispanic community about where and how to vote in the upcoming midterm elections. The 2018 Vota Conmigo campaign included successes such as:
- Sustained voter registration drives in Fresno, in partnership with local non-profits, where more than 15,000 new voters were registered at outreach events and in Miami, in partnership with the supervisor of elections, where almost 1,500 new voters were registered and
- Programming which spurred more than 6,000 calls to partner hotlines in two days leading up to Election Day
- Hundreds of segments aired nationwide on candidates, key registration and election dates, and polling locations, and localized PSAs were produced reminding thousands of viewers of the importance of registering to vote and of getting out the vote
- Digital content that generated nearly 50,000 pageviews and nearly 400,000 video views
- Parties at the Polls which attracted a total of 1,500 people and included concerts by pop duo Jesse & Joy
The message of Vota Conmigo was created by five of Univision’s summer interns at KMEX in Los Angeles and was adopted by the company as part of its national campaign to increase voter participation among Hispanics. Its message is simple and universal: voting together can foster a greater sense of engagement and community.
With 88% of U.S. Hispanic television households tuning into Univision’s programs andv Univision.com being the most visited Spanish-language website among U.S. Hispanics, the company is committed to ensuring its audience is informed and engaged leading up to the 2020 election.
Visit corporate.univision.com for more information on Univision, and follow @UnivisionPRTeam on Twitter and Instagram.
About Univision Communications Inc.
Univision is the leading Hispanic media company in the U.S. The company’s broadcast assets include Univision Network, one of the top television networks in the U.S. regardless of language and the most-watched Spanish-language broadcast network in the country; UniMás, a leading Spanish-language broadcast television network; and Univision Local Media, which owns and/or operates 65 television stations and 58 radio stations in major U.S. Hispanic markets and Puerto Rico. Univision Cable Networks consists of Univision Deportes Network (UDN), the most-watched Spanish-language sports cable network in the U.S.; Galavisión, the most-watched U.S. Spanish-language entertainment cable network; Univision tlnovelas, a 24-hour Spanish-language cable network dedicated to telenovelas; ForoTV, a 24-hour Spanish-language cable network dedicated to international news; and an additional suite of cable offerings – De Película, De Película Clásico, Bandamax, Telehit and Telehit Urbano. Univision’s cable portfolio also includes FUSION TV, an English-language news and lifestyle cable network; and an investment in El Rey Network, a general entertainment English-language cable network. The company also owns and operates several premier digital destinations including Univision Now, a direct-to-consumer, on-demand and live streaming subscription service; Univision.com, the most-visited Spanish-language website among U.S. Hispanics; and Uforia, a digital music application featuring multimedia music content. For more information, please visit corporate.univision.com.
