Latino Stations Win Big in Texas

LATINO STATIONS WIN BIG IN TEXAS
[SOURCE: Broadcasting&Cable, AUTHOR: David Goetzl]
The Democratic nomination may well hinge on the Latino vote in the March 4 Texas primary. So it's no wonder Spanish-language broadcasters statewide have been drinking in a gush of Texas tea. For the past three weeks, Barack Obama and Hillary Clinton have been buying up time in the Lone Star State from Amarillo in the Panhandle to Brownsville on the Mexican border, yielding an unexpected and most welcome windfall for station groups that thought primary dollars would dry up with a swift Clinton victory. The airwaves on Univision, Telemundo and Azteca stations have been filled with spots featuring former San Antonio mayor (and Univision board member) Henry Cisneros urging Latinos to participate in pro-Clinton early voting, and Obama reading the mandated candidate-approval message in Spanish: “Yo soy Barack Obama y apruebo esta mensaje.” Univision and Telemundo both have owned-and-operated stations in Houston and San Antonio that are benefiting from political ads, while affiliate groups such as Azteca's Una Vez Mas have collected their share. Spending across Texas could reach $2 million, a real boon for the Spanish outlets.
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