Intelligence Briefing: Independent, Persuadable and Decisive: Understanding the Latino Voter in 2026

Independent, persuadable and potentially decisive in many key races across the country, Latino voters are a critical bloc for campaigns once again this midterm year. But are campaigns putting in the time and resources necessary to effectively reach them?

C&E tackled that question during an online Intelligence Briefing that featured Democratic strategist Adrian Saenz of Conexion; Republican strategist Jeremy Hughes of November Inc.; Marcelo Gaete, chief government affairs officer at Entravision; and Paul Westcott, president of the nonpartisan data firm L2.

Early and sustained communication with Latino voters is just the starting point, according to the panelists, who stressed the importance of a well-balanced media mix, regional and cultural nuance and an understanding of how to properly deploy in-language advertising. For campaigns and media buyers, the conversation offered a data-backed playbook for targeting a growing demographic that both parties are still learning how to reach. Watch the full Briefing above.