Biden campaign targets black and Hispanic voters in first 2024 radio ad buy

President Joe Biden’s reelection campaign made its first radio ad buy of the 2024 cycle Tuesday, specifically targeting black and Hispanic voters. This purchase is earlier and larger than those of past Democratic reelection campaigns, as Biden seeks to maintain his vote share among these key demographic groups.

“Commitment” and “La Diferencia” focus on Biden and Vice President Kamala Harris’s goals of supporting small businesses, lowering costs, and fighting for equity. The ads are strategically placed, with “Commitment,” which is geared toward black communities, running both nationally and on local stations in the battleground states of Georgia, Pennsylvania, Wisconsin, and North Carolina. “La Diferencia,” aimed at the Hispanic community, is similarly running in battleground states and those with large Hispanic populations, such as Arizona, Nevada, Georgia, Michigan, North Carolina, Pennsylvania, and Wisconsin. The purchase is part of the campaign’s $25 million advertising effort.

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“This historic investment reflects our commitment to earning every vote — and doing so well ahead of November 2024,” campaign manager Julie Chavez Rodriguez said in a statement. “Tapping into trusted messengers early with such a robust radio buy is the latest example of how we’re showing up and meeting black and Latino voters where they are. Black and Latino voters have so much at stake in this election. Only President Biden and Vice President Harris are standing up for our small businesses, protecting our freedoms, and lowering costs for our families.”

The Biden campaign’s early and aggressive efforts to retain black and Hispanic voters come as the president sees declines in enthusiasm and support from the groups, which have historically been key voting blocs for the Democratic Party. As the 2024 election appears to promise a fierce rematch between Biden and Trump, the president’s campaign can’t afford to lose black or Hispanic voters.

Part of Biden’s effort to court minority voters has been deploying Harris to speak to influential black and Hispanic organizations, as well as sending her to several historically black colleges and universities during her bus tour to mobilize youth voters. Playing to his own strengths, Biden has been focused on courting union workers and the manufacturing sector throughout the Rust Belt.

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While the Biden campaign makes an early play to capture these all-important voter blocs, the Republican Party is making its own grab for Hispanic votes. Last month, the Republican National Committee launched Deposita Tu Voto with a Spanish-language video featuring RNC Chairwoman Ronna McDaniel and Reps. Monica De La Cruz (R-TX), David Valadao (R-CA), Mario Diaz-Balart (R-FL), and Puerto Rico Resident Commissioner Jenniffer Gonzalez-Colon.

Republicans could pose a significant threat to Democratic candidates in 2024 when it comes to the Hispanic vote, as the party made great strides with the bloc in the 2022 midterm elections.