Democrats are ramping up spending on ads targeting Latino voters, investing “presidential-level” sums as they seek to make headway with a voting bloc increasingly drifting rightward ahead of the midterm elections.

The Democratic National Committee will utilize a seven-figure investment to reach Latino voters as part of the “historic” early investment, an especially staggering sum to shell out for a midterm cycle, according to the strategy shared with NBC News. The media campaign will focus on radio and print ads in both English and Spanish to be distributed throughout Latino-rich states that are also shaping up to be crucial battlegrounds in November.


“The DNC has never done this, this early on and this robust of a figure for investment, in Latino messaging and Latino outreach during a midterm election,” said Maria Cardona, a consultant to the committee.

The ads are set to run in battleground states Arizona, Georgia, Michigan, Nevada, Pennsylvania, Florida, North Carolina, Texas, and Wisconsin. It’s not entirely clear how much money each state will receive as parties don’t typically give out that information.

“The ad buy is a big show of that in saying we need to invest earlier; we need to invest in places like Pennsylvania and the suburbs of Philadelphia and speak directly to the Puerto Rican community there, for example,” said Michelle Villegas Tapia, DNC Latino Coalitions director. “That’s something happening in this ad buy.”

The targeted ads will seek to address primary concerns among Latino voters, such as inflation, as the crucial bloc increasingly slips away from the Democratic Party, according to recent polls. Hispanic voters disapprove of President Joe Biden’s job performance more than any other racial group, with just 12% saying they “approve strongly.”


Latino voters also had a major swing toward Republican candidates in the 2020 election, shocking Democrats who are now seeking to maintain control of Congress. Hispanic voters swung toward former President Donald Trump by 8 points in two-way vote share between the 2016 and 2020 presidential elections, according to the Democratic data firm Catalist. Although Biden was elected with a majority of Latino voters backing him, his support has waned as inflation rises.

The Washington Examiner reached out to the DNC for comment but did not receive a response.