Hispanic Media Matters in Texas

Hispanic Spending in Texas to Surpass $2 Million

Primary Showdown Benefits Telemundo, Univision as Clinton, Obama Camps Pour Money Into Lone Star State

By Ira Teinowitz

Published: February 25, 2008

WASHINGTON (Adage.com) -- The Hispanic market in Texas is seeing an unprecedented boom in campaign spending as presidential hopefuls Barack Obama and Hillary Clinton vie for supremacy in the Lone Star state.

Together, the candidates spent nearly $2 million advertising to Spanish-speaking Hispanics in California, and broadcasters are saying spending ahead of the March 4 Texas primary could top that.

"I've been in Spanish television since 1985, and this is most active season I've ever seen," said Enrique J. Perez, senior VP-sales for Telemundo Station Group. "For the first time, Hispanic media is being planned side by side with general media."