Early polling by TelevisaUnivision suggests Texas candidates may still be failing to connect with Latino voters, according to the Spanish-language media group. CEO Daniel Alegre told the San Antonio Current that campaign messages have not resonated with many Latino voters, even though candidates and parties have spent hundreds of millions of dollars on political ads this cycle. He said broad messages aimed at everyone do not address the specific issues that matter to Hispanic voters.
A survey of 1,000 registered Hispanic voters, conducted by the Cook Political Report and TelevisaUnivision, found that about two-thirds want candidates to reach out in Spanish. The poll also found that Hispanic voters remain focused on issues, with affordability repeatedly named as a top concern. According to the poll, 41% of Hispanic voters believe they have real political power.
Alegre said Latino voters, who moved toward Republican candidates in 2024 and have renewed their support for Democrats, are a competitive group for both parties. Democratic gubernatorial candidate Gina Hinojosa has done Spanish-language outreach through community events and ads, including a 30-second spot titled "No Te Dejes." Incumbent Republican Gov. Greg Abbott has also released Spanish-language ads criticizing Hinojosa's policies.