Univision Communications released data showing a big increase in registration and turnout among Hispanic voters.
A jump in first time voters and 18-34 year old voters contributed to the increase.
L2 also forecasts double-digit voter growth for the 2022 midterms in key states including Arizona, California, Florida and Texas.
The data supports the notion that candidates should advertise in Spanish-language media to reach the growing Hispanic voting block.
In 2020, Univision generated $147 million in political advertising.
Univision also said that 68% of Hispanic registered voters cast a ballot in 2020, compared to 54% in 2016. Of the Hispanics voting, 58% were registered Democrats, 17% were registered Republicans and 24% were independents or members of other parties.
Registered Republicans were more likely to vote, with an 80% turnout, compared to 70% for registered Democrats.
Broadcasting & Cable Newsletter
The smarter way to stay on top of broadcasting and cable industry. Sign up below
Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.