A new TelevisaUnivision–commissioned poll is sending a loud, wallet-focused message from Texas Hispanic voters: stop talking past us and start talking about what everything costs. The survey finds Latino voters in the state are heavily focused on rising prices and are increasingly skeptical that politicians are paying attention. Inflation and the cost of living top the list of concerns, with health care, jobs and housing close behind. Many respondents also say candidates who speak Spanish and zero in on affordability are the ones most likely to earn their votes, as reported by Axios.
Poll Details And Toplines
According to Axios, The Harris Poll conducted an online survey of 526 registered Hispanic voters in Texas from March 2 to 4. Roughly three quarters of those polled said inflation and the cost of living were the most important issue facing them. The sample was about 29% Republican, 32% Democrat and 39% independent, and the poll reports a Bayesian credible interval of about ±6.2 percentage points. In other words, the exact subgroup numbers may wiggle around, but the big picture is solidly about economic pain.
Affordability And Language Top The Checklist
According to TelevisaUnivision's topline release of the Harris Poll, 69% of respondents described health care access and costs as "very important," 67% said the same about jobs and wages, and 65% put housing affordability in that top tier. The release also notes that eight in 10 Hispanic voters feel politicians take them for granted, and roughly four in 10 say they are more likely to support candidates who communicate in Spanish.
TelevisaUnivision CEO Daniel Alegre cautioned that campaigns cannot just recycle their general-market messaging in English and expect it to work with Latino voters. "If you think you're reaching Hispanics with the message you have on English-language TV for the broad-based audience, you're missing the point," he said, as quoted by Axios.
Primaries Put Findings To The Test
The poll landed as Texas voters were casting ballots in high-profile primaries that put Latino turnout and messaging under the microscope. As reported by The Texas Tribune, state Rep. James Talarico captured the Democratic nomination for U.S. Senate amid a surge in Democratic turnout in Latino-majority counties. Strategists say the survey’s focus on affordability and language suggests campaigns will need to rethink how they talk to Hispanic voters if they want to hold or flip key precincts this fall.
How Campaigns Should Respond
The open question now is whether either party will actually adjust. National ad buys will not count for much if local voters feel their day-to-day expenses and language preferences are being brushed aside. The poll’s emphasis on health care and other cost pressures lines up with other Texas surveys, as the University of Texas' Texas Politics Project reported in December that health care prices were the state’s top economic concern. Taken together, the results underscore how central pocketbook issues are across the Texas electorate. Campaigns that combine clear proposals on affordability with serious Spanish-language outreach are likely to be better positioned to win over undecided Hispanic voters heading into November.
