A Hispanic Political Engagement Amplification Plan Arrives

Local video solutions provider Locality has forged a partnership with Canela Media that will see Locality act as the Hispanic-media company’s exclusive political ad sales arm and oversee political campaign engagement strategies targeted toward Hispanic audiences this election year.

“The synergy of Canela Media’s trust and credibility within Hispanic communities and Locality’s expertise in political and streaming advertising promises a groundbreaking approach to local political outreach,” the companies boast. “This collaboration will facilitate reach among the U.S. Hispanic audience through Canela Media’s streaming inventory while leveraging Locality’s industry prowess and capabilities to sell digital inventory for political campaigns.”

This collaboration, they say, “acknowledges the growing and important Hispanic population of eligible voters in the upcoming November 2024 election.”

They cite Pew Research indicating that more than 36.2 million Hispanic Americans will be eligible to vote, constituting 14.7% of all eligible voters, an increase from 13.6% in 2020.

“We are thrilled to announce our strategic partnership with Locality, a collaboration that enables political advertisers to establish meaningful connections with the growing and influential Canela Media audience. Recognizing the crucial role of engaging with U.S. Hispanic voters,” says Andrés Rincón, Senior Vice President of Sales at Canela Media. “Canela Media’s expansive reach and scale uniquely position us to connect with over 50 million U.S. Hispanics through our comprehensive OTT/CTV and online offerings.”

Stacey Perry, Vice President of Political Streaming at Locality, added, “We’re excited to join forces with Canela Media to help transform how political advertisers are reaching underrepresented communities. This partnership comes at a time when it’s more important than ever to reach Hispanic voters across all communities. By combining our political media expertise with Canela Media, we’re coming together to ensure local political advertisers can connect with Hispanic communities across all media avenues and keep them educated during this election cycle.

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