Politico reports Obama's campaign is spending more than $2 million on Spanish-language advertising. Additoinally a pro-Obama super PAC is dropping another $4 million. By contrast, Mitt Romney's campaign has spent about $110,000 on those ads.
Obama and the Democratic National Committee poured $20 million into a joint Hispanic voter outreach effort in 2008, which paid off when Obama garnered 67 percent of the Hispanic vote, according to a Pew Hispanic Center analysis.
An Obama campaign spokesperson wouldn’t say whether Democrats will top that spending this cycle, but their early spending is an indication that they could come close. The campaign is planning to keep running ads targeted to Latinos through Election Day.
The early spending is key, Democrats say.
“In the past, a number of political campaigns have made the mistake when targeting Hispanic and Latino voters of either starting communicating with them too late or spending too little,” said John Rowley, a Democratic media consultant. “I think that’s a mistake that the Obama team is trying to not make.”
Obama already has a sizable advantage over Romney with Latino voters. A survey in five swing states released June 22 showed Obama leading Romney among Latino voters by 36 percentage points overall across Arizona, Colorado, Florida, Nevada and Virginia, with the biggest leads in Arizona, Colorado and Nevada.