Institution for Social and Policy Studies

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Panagopoulos and Green on Spanish-Language Radio Ads (Political Research Quarterly)

Abstract: Because Hispanic voters are seldom targeted for campaign communication and because they listen to radio at higher rates than non-Hispanics, Spanish-language radio represents an attractive venue for testing whether nonpartisan mass media messages can mobilize voters. We conducted a large-scale, national field experiment testing the impact of nonpartisan Spanish-language radio advertisements on Latino voter turnout in the 2006 congressional elections. The experiment, encompassing 206 congressional districts, indicates that nonpartisan radio ads represent an effective and cost-efficient means of raising Latino turnout in federal elections.