The GOP invested in buying digital and print ads for advertising during “Hispanic Heritage Month”, targeting Latino voters in states considered key to the battlefield.

According to The Hill “The Republican National Committee (RNC) will buy print, radio, television and digital ads in Hispanic newspapers and radio stations and on TV stations in Nevada, Arizona, Pennsylvania, Georgia, Florida, North Carolina, Texas and Colorado”.

In a statement, the president of the RNC, Ronna McDaniel, said that “The RNC’s commitment to the Hispanic community begins with meeting voters where they are. We understand the importance of continuing to engage with Hispanic communities year-round, investing in these important relationships, and welcoming new members into our Party of opportunity. […] Democrats parachuting in a few weeks before elections are in for a rude awakening – Republicans know the Hispanic vote needs to be earned and not taken for granted”.

The GOP is taking its message to Latinos more than ever in 2022 in a bid to capitalize on the Democrats' chronic underinvestment in winning over Hispanics.

The GOP investment comes as both parties are catching up with Latino voters in the final stretch of the 2022 midterm elections, both in states with large Latino populations and in states like Pennsylvania and Georgia, where Latino minorities could change the outcome in hotly contested elections.

“The GOP investment comes as both parties are reaching out to Latino voters in the home stretch of the 2022 midterms, both in states with large Latino populations, and states like Pennsylvania and Georgia, where Latino minorities could tip the scale in hotly contested elections. Republicans have based their multi-million-dollar minority outreach campaign in 2022 on community centers, spaces offered for community events throughout the country which also feature RNC staffers that help recruit and train local volunteers and turn out voters. The RNC has so far opened 21 Hispanic community centers”, according to The Hill.

And some of the digital ads will be shown on El American, a bilingual conservative news site that claims to reach 20 million people per month.

Also, according to The Hill, “The ads broadly focus on painting the GOP as the party of the American Dream, and the Democrats as a party of failed policies. A Spanish-language TV ad takes aim at Democrats over inflation, supply chain issues and expensive housing”.

The print ads called for voters to choose Republicans in November to advocate “a solid economy, parents involved in their children's education, religious freedom and safe neighborhoods with law and order”.

With most polls showing Latinos especially concerned about the economy in 2022, both parties are essentially banking on their broader national discourse in attracting Latino voters.

According to a National Association of Latino Elected Officials tracking poll released this week, 50 percent of Hispanics cited the economy and inflation as their top issue, and 28 percent said abortion was their top issue. Another survey by The New York Times and Siena Colleges points to the maintenance of Latino preference for Democrats, despitethe problems currently faced.