Radio reaches most Latino voters, and a Latino civic leader says that gives broadcasters a job no one else can do as Election Day closes in. Her message to stations is to help listeners vote early and to pledge to deliver accurate and factual information.
Poder Latinx Executive Director Yadira Sanchez appeared on the NAB podcast Airtime ahead of Vote Early Day on October 24. The nonpartisan national civic holiday encourages eligible voters to learn their options, make a plan, and vote early, with caravans to the polls and community events in states across the country.
Katz Media Group data showed that 71% of Hispanic adults 18 and older are registered to vote. Of those registered Hispanic voters, 75% say they always vote, and 85% listen to AM/FM, compared with 61% reached by broadcast television. A Harker Bos Group study found that 69% of Spanish-speaking adults in the US use radio at least weekly.
Sanchez remarked, “The role the broadcasters play is just such an important role in our democracy. Trusted messengers are vital, are vital not only for this election, but every election because we have elections every year. And the fact that we hear them from trusted media sources really means a lot because folks, you know, listen to them, whether by radio or see them on TV. They trust the information is accurate and it is factual.”
Sanchez advised newsrooms trying to reach Latino audiences to know who they are talking to, noting that the language, the spokesperson, and even the cultural moment have to fit the community.
Sanchez stated, “We have heard from voters there were signature mismatches that prevented their ballot from being cast. If you vote early, there’s time to get those figured out. If there’s any issues with your registration, if you didn’t change your address, voting early allows you to tackle those hurdles.”
Broadcasters can find tools to promote voting on NAB’s Spot Center.
