Univision Launches New Media Buying Tools – VAMOS


With America only months away from the 2020 election, Univision has launched VAMOS – its new voter analytics and media optimisation tool.

VAMOS provides political consultants and media buyers with the opportunity to make better informed buying decisions to engage Hispanic voters before they head to the polls.

The launch of this new tool consolidates the insights Univision has been offering for years, coupling it with richer data that has only recently become available by leveraging new learnings regarding evolving viewing behaviors.

“The nation’s Hispanic voters are not monolithic. It is key for each of the political parties and campaigns to speak to the 32 million eligible Hispanic voters across the U.S. about the issues and candidates,” said Univision’s Michele Day, senior vice president, Political, Advocacy & Government Group. “Univision is the gateway to this community, and if you are not speaking to them as part of your political buying strategy, then you are missing out on an opportunity to reach our exclusive audience, 83% of which don’t watch any of the top 10 English-language networks.”

VAMOS includes data regarding the likelihood of Hispanics to vote Democratic or Republican or to be “swing voters.” While demographics are a key part of the VAMOS tool, the data goes well beyond those details by delivering insights regarding voter beliefs in terms of such political variables as partisanship, ideology and issue preference. For instance, VAMOS delves into consumer attitudes on a national and regional level (key Hispanic markets including New York, Los Angeles, Chicago, Miami, Dallas, Houston and San Antonio) based on voter responses concerning a range of key issues including the environment, economy, healthcare, immigration, and gun control, to name a few.

The deep-dive aspects of VAMOS are further evidenced by the detail it can offer regarding Hispanic broadcast television viewing patterns. The new voter tool can even provide such granular insights as day-of-the-week and specific daypart viewing by registered Democrats and Republicans in key Hispanic markets across the nation.

Hispanic voter turnout doubled from 5 million in 2014 to 10 million in 2018 and in 2020 it’s projected that 15 million eligible Hispanic voters are expected to turnout. Hispanics will, once again, play a pivotal role in the upcoming election to decide who will serve in the White House and across the halls of government in the coming years.