Latinos are Powerful and Influential

At Equis we are frequently asked how Latino audiences respond to an increasing variety of media and cultural content — outside of news — and whether the shows people watch or music they listen to might reveal important insights for better capturing Latino attention. Equis Institute, in collaboration with Harmony Labs, has created a segmentation that gives ad makers, creators, and storytellers the power to understand the diverse demography and behaviors of Latinos in the US as well as the characters, values, and stories to which different clusters of Latinos gravitate.

Equis conducted research in partnership with at Somos Votantes and Priorities USA on effectively reaching and communicating with Latinos on YouTube.

Equis conducted research in partnership with A/B Partners and Senate Majority PAC. This research tackled the challenges in reaching and persuading Latinos voters who predominantly speak English and consume English-language media.

For this project, our team combined data from 19 Equis State Series surveys (a mix of live-dial, text-to-web, and online panel interviews) and one online panel test from late 2021 and 2022 to look at overall news consumption trends for registered Latino voters across the country.

We tested multiple positive, contrast, and negative immigration messages with Blue Rose Research to see which was best at shifting Biden vote choice. These messages were tested in English only. The test ran from March 28 to April 5 in AZ, CO, FL, GA, MI, NV, NM, NC, OH, PA, TX, and WI. We collected a total of 17,098 survey responses, with over 60% of responses coming from Latinos.

In the 2022 midterms, we partnered with Priorities on a field experiment designed to answer two questions: What is the impact of persuasion messaging on turnout? More broadly, what is the impact of digital advertising on Latino voters? To answer these questions, we worked with the digital experts at Priorities to design and execute a series of experiments - two panel tests and an in-field randomized controlled trial (RCT). The panel test results were used to inform the creative strategy for the field program.