Nexxen Launches ‘The Pivotal Electorate’ Report, Sharing Key Insights on Hispanic/Latine Voters Ahead of US Election

Nexxen, a global, unified advertising technology platform with deep expertise in video and connected TV (“CTV”), has conducted original research utilising its proprietary Discovery tool to reveal insights into the types of online content with which Hispanic/Latine voters in swing states like Arizona and Nevada, as well as across the US, are engaging. This in-depth analysis offers a unique view into the interests and media consumption habits of one of the country’s most influential voter blocs ahead of the 2024 election.

The study, conducted using Nexxen Discovery, delves into the preferences of US adults aged 18+ who identify as Hispanic/Latine. With data drawn from a diverse array of sources – including proprietary user web panels, ad exposure, TV viewership, bid streams, and first-party data – Nexxen Discovery has identified key trends that may be shaping the political landscape for Hispanic/Latine voters.

Key findings include:

• Hispanic/Latine voters in Arizona prioritise gun control, immigration, and reproductive rights more than other hot-button issues, while those in Nevada are more heavily focused on the recent rise in COVID-19 cases and price-gouging
• The ways Hispanic/Latine generations consume content vary drastically – boomers+ prefer in-depth analysis, millennials gravitate towards simplicity and gen Z is drawn to sensationalism
• While sports content is at the top of the list to find the 25+ demographic, the younger generation is more likely to be reached on fandom and fantasy sites

“Recognising the rich nuance of our population is more important than ever, especially in today’s complex political landscape,” said Sham Mathis, director of research at Nexxen. “A blanket strategy simply won’t work when we consider the diverse backgrounds, experiences and beliefs that shape people’s perspectives, including their political leanings. By diving deeper into the data – as we’ve done in this report – we can uncover critical insights that allow advertisers and campaigns to connect with voters on a more personal level. Ultimately, we believe understanding these nuances is key to delivering impactful and resonant messaging.”               

Nexxen Discovery provides insights that enable marketers and political campaigns to better understand and connect with target audiences, including the Hispanic/Latine community. To learn more about Nexxen Discovery and view the full Hispanic/Latine voter report, ‘The Pivotal Electorate,’ please visit pages.nexxen.com/pivotalelectorate.