Univision Survey CA Latino Voters.pdf

					Winning with Hispanics in Midterms:

 The Why, The How and The What

                 

                   

What We Did

• Conducted research in states
  representing 65% of Hispanic
  registered voters (CA, TX, IL, AZ, FL)
  !
• Reached out to occasional and likely
  voters in midterm elections
  !
• Identified most important issues for
  them: What will drive them to the
  polls?

                                           2
Where Hispanics Will Be a Factor in 2014

                       Voter Registration a Necessity




 California                                                              Illinois
28% share of                                                          9% share of
  eligible                                                              eligible
24% share of                                                          6% share of
 registered                                                            registered

                 Arizona
               23% share of
                 eligible
               18% share of           Texas                                      Florida
                registered         30% share of                               17% share of
                                     eligible                                   eligible
                                   25% share of                               18% share of
                                    registered                                 registered




                                                                                                    2
                                                  Source: November 2012 Current Population Survey
Who We Partnered with

   !
   National firm specializes in opinion research and strategic
   advice for political campaigns, ballot measures, corporations,
   non-profits, and government agencies. Our executive team
   includes the research and campaign professionals Bob Moore,
   Hans Kaiser & Erik Iverson.
   !
   Campaign experience
   • More than 35 campaigns for Governor
   • More than 40 campaigns for U.S. Senate
   • Over 200 congressional campaigns across the country



                                                                    4
Research Approach
Objective
Identify the base of Hispanic soft voters in key states/DMAs, find the
reasons behind low Latino/Hispanic turnout during midterm elections and
what might influence them to vote during non-presidential years.
    !
Quantitative
Live interviews by landline and cell phone among registered voters that self identified
as Hispanic. Oversample Spanish-speakers. Total sample of:
       •California: N=930
       •Texas: N=882
       •Chicago DMA: N=300
       •Phoenix DMA: N=302
       •Florida DMAs (Miami, Orlando/Tampa): N=381

Qualitative
Focus groups among drop off voters (defined as those that voted in November 2012, but
not likely to vote in November 2014 and with history of not voting in midterm elections).
  •When and where: Chicago on May 7th 2014 and Phoenix on May 7th 2014
  •Talked to: M/F Spanish dominant & bilingual Hispanics A35-54 and bilingual older Hispanic
  millennials A25-34
   !

                                                                                               5
The National Electorate is Increasingly
Diverse
       The percentage of the electorate that is white is dramatically
    declining. In the last 20 years, white voters are making up 2-4% less
      of the overall electorate than the previous presidential election

                                      Non-Hispanic Whites
                                      Minorities

 100%       88%      88%       85%   85%   83%   83%   81%   77%   74%   72%
 80%
 60%
 40%                                                               26%   28%
                                                       19%   23%
            12%      12%       13%   13%   16%   17%
 20%
   0%
           1976 1980 1984 1988 1992 1996 2000 2004 2008 2012
                                                                               6

  Source: Resurgent Republic
1 in 4 Hispanic Voters in California is a
Millennial
                                                                               California Hispanic Electorate Ages 18+



                                                                                      Age 18-34
                                                                                        0.28
                                                                                                                                 55+
                                                                                                                                 0.38
 DMA                                     % Millenials
 Bay Area                                        29%                                                  Age 35-54
                                                                                                        0.32
 Central Valley                                  24%
 Los Angeles DMA                                 29%
 Sacramento DMA                                  28%
 San Diego DMA                                   21%
            Source: Univision’s Hispanic/Latino Voter Surveys: California and Texas conducted in collaboration with David Binder Research and Moore    7
                                                                                                                              Information, May 2014.
High Percentage of the California Hispanic Electorate is
Bilingual

                                                   Language used at home
                                  4%                           3%                                                           2%
      6%                                                                                     7%
                                                                                                                                                        11%

                                                                                                                          52%
     64%                        62%                           65%
                                                                                            66%                                                         64%



                                                                                                                          46%
     30%                        34%                           32%                           27%                                                         24%

     Overall                 Bay Area                 Central Valley Los Angeles DMA Sacramento DMA San Diego DMA
                                             English only            *Bilingual            Spanish only

                                     *Bilingual includes: Mostly Spanish but some English, Spanish and English about equally, Mostly English but some Spanish.




           Sources: Univision’s Hispanic/Latino Voter Surveys: California, Texas, Chicago DMA, Phoenix DMA , Miami DMA and Tampa/Orlando DMAs                    8
                                                         conducted in collaboration with David Binder Research and Moore Information, May 2014.
California Voters Are Potentially 

Swing Voters
“Regardless of with which party you are registered – which political party do you most closely
identify with: Democratic, Republican, or are you an Independent?”

                                               Democrat              Independent/minor party                      Republican



                                 9%                                                           15%                            13%
    15%                                                        21%                                                                                  25%
                                19%
    22%                                                        17%                            22%                            27%
                                                                                                                                                    22%


    63%                        72%
                                                              63%                            62%                             60%                    53%


   Overall                                        Central Valley DMAs                                              Sacramento DMA


             Sources: Univision’s Hispanic/Latino Voter Surveys: California, Texas, Chicago DMA, Phoenix DMA , Miami DMA and Tampa/Orlando DMAs           9
                                                           conducted in collaboration with David Binder Research and Moore Information, May 2014.
Political Overview:
The Why
California:

December vs. May Among Age 18-54s

 Sentiment is Stable                                                                                Increased Negativity
       !                                                                                        !
• Generic ballot preference         • Right direction/wrong track (-9
• Education is leading issue for 2014 shift)
                                    • President Obama image (-5 shift)
                                    • Republican Party image (-15 shift)




   Source: Univision’s Hispanic/Latino Voter Surveys: California, Texas, Chicago DMA, Phoenix DMA , Miami DMA and Tampa/Orlando DMAs conducted        11
                                                                       in collaboration with David Binder Research and Moore Information, May 2014.
Education and Jobs:

THE Defining Voting Issues
“On issues, which one of the following is most important in your vote for
Congress and U.S. Senator, a candidate’s position on….?”



                                                                                                    Centra Los Sacra- San
                                                                                              Bay
                                                                         Overall                       l   Angele mento Diego
                                                                                              Area
                                                                                                    Valley s DMA DMA DMA
Jobs                                                                         16%                14%  14%    16%    15%   23%
Education                                                                    21%                21%             22%              23%                18%   12%
Social Security                                                              13%                16%             12%              13%                 6%   12%
Government spending and the                                                  15%                12%             13%              15%                21%   15%
deficit
How what they do will affect my                                              10%                10%             12%                 9%               8%   11%
wallet care
Health                                                                          9%                9%            13%                 9%              11%    5%
Immigration                                                                     8%                9%               8%               7%               2%   13%
Crime and personal safety                                                       5%                7%               3%               4%              12%    5%
             Sources: Univision’s Hispanic/Latino Voter Surveys: California, Texas, Chicago DMA, Phoenix DMA , Miami DMA and Tampa/Orlando DMAs            12
                                                           conducted in collaboration with David Binder Research and Moore Information, May 2014.
Majority Support for ACA in California
 “Do you support or oppose the Affordable Care Act, also known as Obamacare?”

                                                                                                                DMA                             Support      Oppose

                                  65%                                                                           Bay Area                           72%        19%
              59%                                                                                               Central Valley                     49%        45%
                                                                                                                Los Angeles DMA                    60%        34%
                                                                                                                Sacramento DMA                     45%        50%

                                                                         35%                                    San Diego DMA                      59%        35%
                                                                                            31%



                                                                                                                                     6%                 4%

                      Support                                                   Oppose                                                  Don't know
                                                                                 Overall
                                                                                 Millennials


 Source: Univision’s Hispanic/Latino Voter Surveys: California and Texas conducted in collaboration with David Binder Research and Moore Information,           13
                                                                                                                                            May 2014.
         ACA Opponents:

         Most Concerned About Cost
        CA, IF DON’T KNOW/OPPOSE: “Which one of the following is your major concern about the Affordable
        Care Act, also known as Obamacare?”

                                          More government intrusion in your life                                                                16%
                        Cost of health care offered by Obamacare is too high                                                                 14%
                          I don't have enough information to make a decision                                                                13%
                                       My health insurance costs have increased                                                   10%
                                                             Deductibles are too high                           7%
ople's hours are being cut so employers can avoid offering health insurance                                   6%
                 Heard negative stories from friends, family, or other news                                  5%
                        Paying for services under Obamacare that I won't use                                 5%
                                                   $700 Billion in cuts to Medicare                        4%
                   Application process too hard/website doesn't/didn't work                               3%
                                               Increased costs to small companies                         3%
                                             I tried to apply and was turned down                   1%
                                                      Loss of your health insurance                 1%
           Source: Univision’s Hispanic/Latino Voter Surveys: California and Texas conducted in collaboration with David Binder Research and Moore Information,   14
                                                                                                                                                      May 2014.
        ACA Supporters Like Extended Coverage
       IF DON’T KNOW/SUPPORT: “Which one of the following is the major reason you support the Affordable
       Care Act, also known as Obamacare?”



                    More people overall have health insurance                                                                                                   26%

         Better to have health insurance than be uninsured                                                                                      18%

s and family I know now have health care and didn't before                                                                                16%

conditions are no longer a reason for coverage to be denied                                                                         14%

              I have coverage for my kids until they're older                                            5%

                                             More services are covered                                   5%

       Personally signed up and now have health insurance                                             4%

                          Employers able to provide health care                                       4%
         Source: Univision’s Hispanic/Latino Voter Surveys: California and Texas conducted in collaboration with David Binder Research and Moore Information,         15
                                                                                                                                                    May 2014.
     Immigration Reform is Popular…
“Would you support or oppose a law that allowed undocumented immigrants already in the United States with
no serious criminal record, to apply for legal status, learn English, pay any outstanding taxes and a penalty and
                         then go to the back of the line and work toward citizenship?” 

                                                                                                                DMA                                  Support   Oppose
                                        86%                                                                     Bay Area                              80%       15%
                                                                                                                Central Valley                        87%       10%
                                                                                                                Los Angeles DMA                       88%       9%
                                                                                                                Sacramento DMA                        88%       12%
                                                                                                                San Diego DMA                         87%       11%



                                                                                                10%
                                                                                                                                                     4%

                                   Support                                                 Oppose                                             Don't know

   Sources: Univision Hispanic/Latino Voter Surveys: California, Texas, Chicago DMA, Phoenix DMA , Miami DMA and Tampa/Orlando DMAs conducted                         16
                                                                      in collaboration with David Binder Research and Moore Information, May 2014.
…As is a Path to Citizenship
“Generally speaking, do you favor or oppose a path to citizenship for undocumented immigrants?”

                                                Overall
                                                                                               DMA                                  Support     Oppose
                      83%                       Millennials
                                                                                               Bay Area                                   74%    17%
     71%                                                                                       Central Valley                             70%    23%
                                                                                               Los Angeles DMA                            71%    22%
                                                                                               Sacramento DMA                             69%    30%
                                                                                               San Diego DMA                              68%    22%


                                                         22%
                                                                           14%
                                                                                                                7%
                                                                                                                                   3%
             Favor                                               Oppose                                            Don't know

     ✓ Voters in all subgroups widely support a path to citizenship,
            even GOP voters support: 48%-43%. Both Dems and Ind’s
                                                               support (76%)
      Source: Univision’s Hispanic/Latino Voter Surveys: California and Texas conducted in collaboration with David Binder Research and Moore      17
                                                                                                                 Information, May 2014.
But Hispanics Want Border Security
Before Immigration Reform
      “Some people say we should require borders to be secured before providing a pathway to citizenship for
                                          undocumented immigrants.
                                                       OR
Other people say we should pass comprehensive immigration reform and a pathway to citizenship for undocumented
                            immigrants without requiring borders to be secured first.”

                             Require border security first                    Pass comprehensive reform



   42%                       47%                            39%                           42%                           47%                         43%




   58%                       53%                            61%                           58%                           53%                         57%


  Overall                 Bay Area                  Central Valley Los Angeles DMA Sacramento DMA San Diego DMA

       English speakers prefer securing borders first; Spanish speakers are more divided - 48%
          prefer securing borders, 44% would not require borders to be secure prior to passing
                                         comprehensive reform
         Source: Univision’s Hispanic/Latino Voter Surveys: California and Texas conducted in collaboration with David Binder Research and Moore          18
                                                                                                                           Information, May 2014.
Lower Taxes Would Improve 

Financial Security
“Which one of the following would most help you to improve your financial situation?”



                                                                                                     Centra Los Sacra- San
                                                                                               Bay
                                                                          Overall                       l   Angele mento Diego
                                                                                               Area
                                                                                                     Valley   s     DMA DMA
 Lower taxes                                                                  22%                21%  34%    21%    24%   21%
 Stable, full-time job                                                        18%                15%             15%              19%                30%   13%
 Access to more affordable                                                    16%                14%             16%              17%                 8%   14%
 education
 Raising the minimum wage                                                     15%                17%             14%              16%                 8%    9%
 More affordable housing                                                      12%                17%                3%            12%                 8%   17%
 More affordable health care                                                      8%               4%            11%               9%                10%   10%
 Availability of a secure pension plan                                            4%               7%               3%             5%                 8%   10%


              Sources: Univision’s Hispanic/Latino Voter Surveys: California, Texas, Chicago DMA, Phoenix DMA , Miami DMA and Tampa/Orlando DMAs            19
                                                            conducted in collaboration with David Binder Research and Moore Information, May 2014.


Minimum Wage Increase is 

Widely Popular

“Do you support or oppose raising the minimum wage to $10.10 over the next three years?”

                                                                        Overall
                                                                        Bay Area                                                                    89%
                                85%                                     Central Valley                                83%
        81%                                                                       80%
                                                             77%        Los Angeles DMA
                                                                        Sacramento DMA
                                                                        San Diego DMA




       Overall               Bay Area                Central Valley Los Angeles DMASacramento DMA San Diego DMA


             Sources: Univision’s Hispanic/Latino Voter Surveys: California, Texas, Chicago DMA, Phoenix DMA , Miami DMA and Tampa/Orlando DMAs           20
                                                           conducted in collaboration with David Binder Research and Moore Information, May 2014.
Education/Job Training Would Improve 

Their Standard of Living…
  “Here are some things your member of Congress and state legislators could do to help people improve
  their standard of living. Please tell me if you think each of the following would be very helpful, fairly
  helpful, not very helpful or not helpful at all.”

                                                                  % Very Helpful
                                                                                                                      Centra   Los                Sacra-    San
                                                                                        Overall       Bay Area           l   Angeles              mento    Diego
                                                                                                                      Valley  DMA                  DMA     DMA

Support policies that make a college education
                                                                                          82%            78%            81%          82%           85%     83%
more accessible and affordable

Support funding vocational education and other job
training programs so people can find a better paying                                      72%            72%            68%          72%           75%     79%
job or advance in the job they are currently in


Support policies that allow people to get better health
                                                                                          71%            71%            70%          70%           74%     76%
care and other work-related benefits


Support policies that promote a more fair and
equitable economic system where everyone has the
                                                                                          70%            70%            58%          71%           79%     74%
same opportunities regardless of their age, gender, or
ethnic background

           Sources: Univision’s Hispanic/Latino Voter Surveys: California, Texas, Chicago DMA, Phoenix DMA , Miami DMA and Tampa/Orlando DMAs
                                                         conducted in collaboration with David Binder Research and Moore Information, May 2014.
                                                                                                                                                             21
…But Taxing the Rich Has Limited Value
“Here are some things your member of Congress and state legislators could do to help people improve
their standard of living. Please tell me if you think each of the following would be very helpful, fairly
helpful, not very helpful or not helpful at all.”


                                                                   % Very Helpful
                                                                                                                       Centra   Los                Sacra-    San
                                                                                         Overall       Bay Area           l   Angeles              mento    Diego
                                                                                                                       Valley  DMA                  DMA     DMA
Close corporate tax loopholes to provide more
funding for education and investments in research                                          66%            67%            60%          67%           70%     66%
and infrastructure

Support policies that allow people to keep more of the
                                                                                           61%            56%            71%          60%           60%     70%
money they currently earn at their job


Promote job growth by supporting tax incentives
                                                                                           60%            58%            56%          61%           50%     71%
for employers who hire more workers


Raise taxes on large corporations and the rich to
narrow the gap between rich and poor and make our                                          59%            63%            56%          60%           56%     58%
economic system fairer for everyone


            Sources: Univision’s Hispanic/Latino Voter Surveys: California, Texas, Chicago DMA, Phoenix DMA , Miami DMA and Tampa/Orlando DMAs
                                                          conducted in collaboration with David Binder Research and Moore Information, May 2014.
                                                                                                                                                              22
Making College More Affordable

Tops the List for Education Improvement
  “Which one of the following would do the most to improve education in our country?”

                                                                                                                     Los                      Sacra-      San
                                                                                             Bay           Central
                                                                         Overall                                   Angeles                    mento      Diego
                                                                                             Area           Valley
                                                                                                                    DMA                        DMA       DMA

Making college more affordable                                              32%               30%              34%             33%                 26%   35%

Ensure all schools have necessary                                           15%               12%              16%             16%                 13%   11%
resources
Increase funding for K-12 education                                         11%               14%               8%                9%               26%   10%

More accountability for teachers                                            10%               11%              11%                7%                6%    5%

Increase funding for early childhood                                          9%                6%               9%               9%                5%   11%
  education programs
Increase funding for vocational                                               6%                6%               9%              5%                 5%    7%
education
Provide funding information for higher                                        5%                6%               6%               5%                6%    6%
  education
More charter schools                                                          4%                3%               3%               5%                5%    4%

More school vouchers                                                          3%                5%               4%               3%                0%    3%
            Sources: Univision’s Hispanic/Latino Voter Surveys: California, Texas, Chicago DMA, Phoenix DMA , Miami DMA and Tampa/Orlando DMAs             23
                                                          conducted in collaboration with David Binder Research and Moore Information, May 2014.
The Majority Of Hispanic Voters Have Favorable Opinions Of
the Democratic Party and 

President Obama…

  “Now I am going to read you the names of some public figures. For each I read, please tell me if you have
   a favorable or unfavorable opinion of the person. If you have not heard of the name, just say so and we
                               Favorable       will move on.”     Unfavorable
                                                    No opinion/not heard of
                                                             60%                                               26%               14%
   !
   Democratic Party                                                      65%                                        27%              8%
   !
   President Obama
                                                             40%                                   41%                         19%
   !
   U.S. Congress
   !                                                   27%                                    57%                               16%
   Republican Party
   !                                              18%                             50%                                    32%
   Tea Party


       Source: Univision’s Hispanic/Latino Voter Surveys: California and Texas conducted in collaboration with David Binder Research and Moore Information,   24
                                                                                                                                                  May 2014.
 Views of the Democratic Party…By DMA

“Now I am going to read you the names of some public figures. Please tell me if you have a favorable or
unfavorable opinion of the Democratic Party. If you have not heard of the Democratic Party, just say so.”

                                                                              Favorable
                                                                              Unfavorable


              Overall
                                                                     70%                                          30%

             Bay Area                                                  74%                                          26%

         Central Valley                                          60%                                          40%

                                                                     69%                                          31%
      Los Angeles DMA
                                                                       75%                                          25%
      Sacramento DMA
                                                                      73%                                          27%

       San Diego DMA

               Sources: Univision’s Hispanic/Latino Voter Surveys: California, Texas, Chicago DMA, Phoenix DMA , Miami DMA and Tampa/Orlando DMAs     25
                                                             conducted in collaboration with David Binder Research and Moore Information, May 2014.
CA Hispanics Are Up for Grabs
Better Off with Democratic or Republican Congress?




 42%                                                       37%                            42%                                                    34%
                                                                                                                        43%
                             52%

                                                           15%                                                                                   18%
 14%                                                                                     13%                           18%
                            11%

 44%                                                       48%                           45%                                                     47%
                            37%                                                                                        39%


Overall                  Bay Area                  Central Valley Los Angeles DMA Sacramento DMA San Diego DMA

                                                       No difference                          Republicans
                                                       Democrats
          Sources: Univision’s Hispanic/Latino Voter Surveys: California, Texas, Chicago DMA, Phoenix DMA , Miami DMA and Tampa/Orlando DMAs           26
                                                        conducted in collaboration with David Binder Research and Moore Information, May 2014.
CA Millennials are Really

Up for Grabs
Better Off with Democratic or Republican Congress?
                Democrats                      Republicans                      Makes no difference/don't know



                                                                                       49%
        42%                     44%                           44%                                                    42%                     41%




                                                                                                                                 17%
                    14%
                                                                            7%


                  Overall                                             Millennials                                        Non-Millennials
                                                                       (18-34)                                               (35+)



Source: Univision’s Hispanic/Latino Voter Surveys: California and Texas conducted in collaboration with David Binder Research and Moore Information,   27
                                                                                                                                           May 2014.
Span Dom/Bilinguals Also Up for Grabs
Better Off with Democratic or Republican Congress?
                     Democrats                        Republicans                          Makes no difference/don't know


                                                         50%
                                                                                                                                                  46%
                                                                                                           43%
                  40%




                                      10%                                                                                      11%



                            Spanish dominant                                                                                Bilingual



Source: Univision’s Hispanic/Latino Voter Surveys: California and Texas conducted in collaboration with David Binder Research and Moore Information,    28
                                                                                                                                           May 2014.
President Obama’s Favorability Is High
Among Independent and Democratic
Hispanics
                                                Favorability: President Barack Obama
                                                                             ” Favorable                                       Unfavorable


                                                               Overall                                                                                        65%
                                                                                                                         27%



                                       Millennials (18-34)                                                                                                             72%
                                                                                                                 21%
                                 Non-Millennials (35+)                                                                                                       63%
                                                                                                                          28%
                                                                     Dem                               14%

                                                                       Rep                                                     32%
           Party Reg                                                                                                                                        62%

                                                    Independent                                                                                             60%
                                                                                                                             30%

 Source: Univision’s Hispanic/Latino Voter Surveys: California and Texas conducted in collaboration with David Binder Research and Moore Information, May         29
                                                                                                                                                    2014.
       Concerns and Complaints About the
       Democratic Party
       “Which one of the following is your major concern or complaint about the Democratic Party?”

                       They forced Obamacare on the country                                                                   13%
        They don't stand up strongly enough for their beliefs                                                                 13%
               They only care about their own self-interests                                                            11%
                       They spend too much and tax too much                                                             11%
                                           They don't get things done                                        7%
ey aren't concerned enough with stopping illegal immigration                                                 7%
                                                    They are too Liberal                                  6%
               They favor unions and other special interests                                           5%
                                 They care mostly about the poor                                    4%


                  Source: Univision’s Hispanic/Latino Voter Surveys: California and Texas conducted in collaboration with David Binder Research and Moore    30
                                                                                                                                    Information, May 2014.
   Concerns and Complaints About the
   Republican Party
   “Which one of the following is your major concern or complaint about the Republican Party?”



They care mostly about corporations and big business                                                                                     17%
          They only care for their own self-interests                                                                                    17%
                                                  They favor the rich                                                           14%
                  They are against immigration reform                                                                10%
                                     They are too Conservative                                                  8%
They don't stand up strongly enough for their beliefs                                                        7%
                They don't understand people like me                                                      6%
              They favor white people not minorities                                                   5%


            Source: Univision’s Hispanic/Latino Voter Surveys: California and Texas conducted in collaboration with David Binder Research and Moore    31
                                                                                                                              Information, May 2014.
California Propositions
November 2014
Research Approach
Focus on key November 2014 ballot propositions and water issues in
California

Quantitative
Live interviews by landline and cell phone among registered voters that self identified
as Hispanic, Spanish or Latino. Total sample of:
    •N=500 (N=400 base, with 100 additional in the Central Valley)
    •Margin of Error: +/- 4.4%
     !
Survey conducted July 8th-10th, 2014, by cell phone and landline. About one-third of
interviews were completed by cell phone
!
Bilingual interviewers provided each respondent the choice to complete the survey in
the language of preference, and one-quarter of interviews were completed in Spanish




                                                                                       33
Turnout In November HUGE Challenge
   Of All Likely Voters – Based on Vote History AND only those saying “Definitely/
                                      Probably”


 Likelihood of Voting in Midterm                                                                               Chances of Voting
                                                                                                             0=definitely NOT vote
                                                                                                         10=ABSOLUTELY vote no matter
                                                                                                                     what.


                                                                                                0-4         1%

                                                                                                    5          4%

                                                                                                6-7                10%

                                                                                                8-9                         21%

                                                                                                  10                                                  64%


                                                                                                                                                            33
    Source: Univision’s Hispanic/Latino Voter Surveys: California conducted in collaboration with David Binder Research and Moore Information, July
                                                                                                                                             2014.
SOS:

Padilla Has Large Lead, But Over One-Fifth Undecided

                                                                                                                                             Total
One contest on the ballot this November is for                                                                                               Certain
                                                                                                       57
California Secretary of State…
                                                                                                                  54
California State Senator Alex Padilla, a
Democrat, is…
 
Educator and Institute Director Pete Peterson,
a Republican, is…                                                                                                                                       22
                                                                                                                                    21
 
For whom would you vote, … Alex Padilla                                                                                                       19
OR Pete Peterson? 



                                                                                                         Padilla                    Peterson            Unsure



      Source: Univision’s Hispanic/Latino Voter Surveys: California conducted in collaboration with David Binder Research and Moore Information, July        35
                                                                                                                                               2014.
    Indian Gaming: Majority Support
                                                                                                                                              Total
One ballot measure that will be on the                                                                                                        Definitely
California November ballot is a referendum
                                                                                                       58
challenging a law previously approved by the
Legislature and Governor that approved two
agreements with Indian tribes that authorizes
two off-reservation casinos.
 
    •A yes vote approves two off-reservation                                                                                        34
                                                                                                                  36
    casinos, which supporters say will create jobs
    and generate much-needed revenue for local
    governments without raising taxes.
                                                                                                                                              22
    •A no vote rejects the two agreements,
    meaning the off-reservation casinos will not be                                                                                                        8
    built, which opponents say prevents a
    dangerous precedent where tribes start building
    casinos far from the reservations and negatively                                                        Yes                          No                Unsure
    impacting local communities throughout the
    state.

      Source: Univision’s Hispanic/Latino Voter Surveys: California conducted in collaboration with David Binder Research and Moore Information, July          36
                                                                                                                                               2014.
Lowest Support Levels For Indian
Gaming: Bay Area
                                                                Indian Gaming
                                        Yes                                 No                                  Unsure



                                                                      62%
     58%                                                                                                                                56%
                                                                                                       49%

            34%                                                                                               36%                              34%
                                                                              31%

                                                                                                                      15%
                     8%                                                                                                                              10%
                                                                                      7%

          Overall                                                    Los Angeles DMA                       Bay Area                     Central Valley

  Source: Univision’s Hispanic/Latino Voter Surveys: California conducted in collaboration with David Binder Research and Moore Information, July          37
                                                                                                                                           2014.
Significant Party And Age Differences
Towards the Referendum On Indian Gaming

                                                               Indian Gaming
                                      Yes                                      No                                     Unsure


                                    67%
                                                                                                                                        63%
58%                                                                                                                 60%
                                                        57%
                                                                            51%                                                                           49%
                                                                                                                                                            46%
                                                                                 40%
  34%                                                        33%                                                                             33%
                                                                                                                         29%
                                         26%


                                                                 10%                  9%                                     11%
      8%                                      7%
                                                                                                                                                     4%         5%

 Overall                                18-34                                    55+                                Democrats                             Republicans


   Source: Univision’s Hispanic/Latino Voter Surveys: California conducted in collaboration with David Binder Research and Moore Information, July               38
                                                                                                                                            2014.
     Superintendent: Plurality Undecided

                                                                                                                                              Total
                                                                                                                                              Certain
If the election for Superintendent of Public                                                                                                              41
Instruction were held today, for whom would
you vote? 
                                                                                              33


California Schools Superintendent, Tom                                                                              30                26
Torlakson

                                                                                                                                               23

OR


Educator and School Executive, Marshall Tuck



                                                                                                         Torlakson                       Tuck             Unsure



        Source: Univision’s Hispanic/Latino Voter Surveys: California conducted in collaboration with David Binder Research and Moore Information, July        39
                                                                                                                                                 2014.
 Superintendent: Slim 6% Lead For
 Torlakson In Critical Los Angeles DMA
Half of voters in the Bay Area are undecided on the Superintendent’s race

                           California Schools Superintendent, Tom Torlakson

                            Educator and School Executive, Marshall Tuck
                                Torlakson                                    Tuck                                Unsure




                                                                                                                  51%

                41%
                                                                                  38%                                               37%            38%
   33%                                                             34%
         26%                                                              28%                       28%
                                                                                                                                            25%
                                                                                                           21%




       Overall                                                   Los Angeles DMA                        Bay Area                     Central Valley
     Source: Univision’s Hispanic/Latino Voter Surveys: California conducted in collaboration with David Binder Research and Moore Information, July     40
                                                                                                                                              2014.
Voters Are Divided In Preference 

For Union Backed Or Charter Backed Candidate
                                                                                                                                                         Total
                                                                                                                                                         Much More


Would you prefer a candidate for State                                                                                     41
Superintendent of Public Instruction who…                                                             39
 
Receives significant financial support from
teachers’ unions
!
OR                                                                                                                                 21
                                                                                                              19                                              14
!
Receives significant financial support from                                                                                                       6
funders of charter schools

                                                                                                       Unions             Charters              Neither       Unsure



       Source: Univision’s Hispanic/Latino Voter Surveys: California conducted in collaboration with David Binder Research and Moore Information, July             41
                                                                                                                                                2014.
 Bay Area Leads Way In Support For
 Charter-Backed Candidate
Tuck’s backers prefer charter backed candidate by wide margin, whereas
Torlakson’s backers hold smaller preference for union-backed candidate
                             Unions                                 Charters                                    Neither/Unsure



                                                                                                                                           59%

                                                                                                               48%
                 44%                          45%
  41%              40%                                            42%
                                                                40%                                              42%
39%                                                                                                                                                    37%
                                        31%                                                                                           32%                  33%
                                                                                                                                                         30%
                                                   24%
     20%                                                                  18%
                           16%
                                                                                                                         10%                     9%


 Overall                                Bay Area MM                                                                                  Tuck Backers

     Source: Univision’s Hispanic/Latino Voter Surveys: California conducted in collaboration with David Binder Research and Moore Information, July         42
                                                                                                                                              2014.
About One-Fifth Say They Know ‘A
Great Deal’ About Charter Schools
                       How much do you know about charter schools. Is it…
                         A great deal                                 Some                            A little / Unsure




                                                                                                                                                55%
             49%                                                               51%
                                                                                                               46%
                                                                                                        39%

       30%                                                             28%                                                               29%
 21%                                                            21%
                                                                                                 15%                             16%




    Overall                                                   Los Angeles DMA                        Bay Area                     Central Valley

  Source: Univision’s Hispanic/Latino Voter Surveys: California conducted in collaboration with David Binder Research and Moore Information, July     43
                                                                                                                                           2014.
    Majority Prefer NOT To Increase the
    Number Of Charters

                                                                                                                    Total
And which do you prefer… 
                                                                                          Strongly

Increasing the number of
                                                                                                                 54
charter schools to provide an
alternative to traditional
public schools, 
                                                         40

                                                                                                                               38
OR

                                                                                       29
Not increasing the number of
charter schools, but rather
work harder to improve
traditional public schools? 
                                                                                                                          6
 
                                                                   Increase Charters Don't Increase Charters                                           Unsure

     Source: Univision’s Hispanic/Latino Voter Surveys: California conducted in collaboration with David Binder Research and Moore Information, July            44
                                                                                                                                              2014.
 Central Valley Voters Support Improving 

 Charter Schools At Higher Numbers
Voters who know a lot about charters more likely to support increase of charters

                       Increase charters                                 Don't increase charters                                       Unsure




                                                                      62%                                                                                60%
     54%                                        55%                                                          54%                        56%
                          51%

  40%                42%                                                                                          42%              42%
                                           39%
                                                                 34%                                                                                   32%




          6%                    7%                    6%                                                                                                     8%
                                                                            4%                                          4%                    2%
    Overall                                  Bay Area                                                                              Know some

     Source: Univision’s Hispanic/Latino Voter Surveys: California conducted in collaboration with David Binder Research and Moore Information, July              45
                                                                                                                                              2014.
Over Three-Fifths Support Changing Tenure
Laws, Making It Easier To Remove Some Teachers
                                                                                                                     Total
                                                                                                                     Strongly


                                                                           63
 Do you strongly support,
 somewhat support, somewhat
 oppose, or strongly oppose
 changing California’s teacher                                                           42
 tenure laws to make it easier
 to remove some teachers?                                                                                         27



                                                                                                                                15                      10



                                                                             Support                                Oppose                               Unsure

      Source: Univision’s Hispanic/Latino Voter Surveys: California conducted in collaboration with David Binder Research and Moore Information, July             46
                                                                                                                                               2014.
Changing Tenure Laws Most Popular With
Torlakson Backers; Support Lower In Bay
Area
                   Support/Oppose changing California’s teacher tenure laws
                          to make it easier to remove some teachers?
                                Support                                   Oppose                                  Unsure

                  66%                                                                              68%
 63%                                                       65%
                                                                                                                        62%
                                                                                                                                            59%

                                      49%

                                           36%
                                                                                                                            33%
   27%                                                         29%                                      27%
                      24%                                                                                                                        24%
                                               15%                                                                                                 17%
       10%                 10%
                                                                     6%                                       5%                  5%

  Overall                               Bay Area                                                                      Tuck Backers

    Source: Univision’s Hispanic/Latino Voter Surveys: California conducted in collaboration with David Binder Research and Moore Information, July      47
                                                                                                                                             2014.
Water
 Three-Fifths Of Likely Voters Say 

 They’ve Heard Nothing About the Water Bond

How much have you heard about a water bond that will be a ballot measure in
November? A lot      Some        A little    Nothing at all/Unsure



                                                                                                                    67%
                                                                                   62%
                  59%
                                                                                                                                                       50%




         21%                                                              20%                                                            22%
      16%                                                              15%                                 17%                        17%
                                                                                                        13%                        11%
    4%                                                            3%                               3%

         Overall                                                  Los Angels DMA                        Bay Area                     Central Valley

     Source: Univision’s Hispanic/Latino Voter Surveys: California conducted in collaboration with David Binder Research and Moore Information, July         49
                                                                                                                                              2014.
But Three-Fifths Say 

They Are Very Interested In Water Issues
                                        How interested are you in water issues?
                     Very                      Somewhat                              Not very                           Not at all




                                                              60%                                                               62%
 59%
                                                                                               54%




   29%                                                              30%                              28%
                                                                                                                                      24%

                                                                                                           12%
          7% 5%                                                                                                                              9%
                                                                           5% 5%                              6%                                    5%

    Overall                                                    Los Angels DMA                        Bay Area                     Central Valley

  Source: Univision’s Hispanic/Latino Voter Surveys: California conducted in collaboration with David Binder Research and Moore Information, July        50
                                                                                                                                           2014.
   Millennials: Have Heard Very Little, But
   Express Interest
                                                                    Millennials Only
How much have you heard about a water                                                                          How interested are you in water
bond that will be a ballot measure in                                                                                      issues?
November?
   A lot                   Some     A little                                                            Very                        Somewhat              Not very
   Nothing at all/Unsure                                                                                Not at all

                                                                  72%
                                                                                                                               43%
                                                                                                               38%




                                                                                                                                              12%
                                               16%
                            10%                                                                                                                           7%
          2%
                                 Millennials                                                                                      Millennials

        Source: Univision’s Hispanic/Latino Voter Surveys: California conducted in collaboration with David Binder Research and Moore Information, July        51
                                                                                                                                                 2014.
  Very Strong Support: $8 Billion Water
  Bond

                                                                                                                                 Total
                                                                                                                                 Definitely
Another ballot measure for his
                                                                                         74
November is titled the Safe, Clean and
Reliable Water Act of 2014.
 
Proposition 43:  Safe, Clean, and
Reliable Drinking Water Supply Act of
2014. Would authorize the issuance of                                                               42
bonds in the amount of $8 billion
dollars to finance a safe drinking water                                                                                19
and water supply reliability program. 

                                                                                                                                                         7
                                                                                                                                     8

                                                                                              Yes                             No                         Unsure



       Source: Univision’s Hispanic/Latino Voter Surveys: California conducted in collaboration with David Binder Research and Moore Information, July            52
                                                                                                                                                2014.
Party Registration Driving Differences In Support
For Water Bond, Republican Support Much
Lower
                                                      $8 Billion Water Bond
                                    Yes                                   No                                    Unsure


                                                                    78%
 74%                                                                                                                                     73%

                                                                                                      59%



                                                                                                              32%

       19%                                                                                                                                      19%
                                                                            16%
                7%                                                                                                    10%                             8%
                                                                                    6%

     Overall                                                            Democrat                         Republican                 No Party Preference

  Source: Univision’s Hispanic/Latino Voter Surveys: California conducted in collaboration with David Binder Research and Moore Information, July          53
                                                                                                                                           2014.
   Half Say the $3 Billion Set Aside For
   Water Storage Seems “About Right”
Some people have suggested that approximately 3 billion dollars of the bond money, if approved,
 should be set aside for water storage projects, such as dams and reservoirs. In your opinion, is
setting aside 3 billion of the 8 billion in bond money for dams and reservoirs too much, too little,
                                       or about the right amount?
                  Too much            Too little        About right      Unsure


                                                                                                                                                  55%
               52%                                                              51%
                                                                                                                 45%




                                                                                                     21%               22%
      19%                                                           19%                                                                  17%
         14%         15%                                               16%            14%                                             15%
                                                                                                           12%                                            13%



          Overall                                                   Los Angeles DMA                        Bay Area                     Central Valley
        Source: Univision’s Hispanic/Latino Voter Surveys: California conducted in collaboration with David Binder Research and Moore Information, July         54
                                                                                                                                                 2014.
Water Storage: 

Key To Gaining Support Of the Water Bond
And if the bond measure did include 3 billion for water storage projects, such as
dams and reservoirs, would that make you more likely, less likely or no difference
              to vote in favor of the 8 billion dollar bond measure?
                   More likely                         Less likely                       No difference                             Unsure


                                                                                                                                  54%


  41%      41%                                                              43%                              43%
                                                                                                 40%
                                                                37%
                                                                                                                                              34%




     10%          8%                                                  10%         10%                  10%                               8%
                                                                                                                    7%
                                                                                                                                                      4%

      Overall                                                   Los Angeles DMA                        Bay Area                     Central Valley
    Source: Univision’s Hispanic/Latino Voter Surveys: California conducted in collaboration with David Binder Research and Moore Information, July        55
                                                                                                                                             2014.
Water Storage Information Can Move No Voters/
Undecided
   And if the bond measure did include 3 billion for water storage projects, such as
  dams and reservoirs, would that make you more likely, less likely or no difference
                 to vote in favor of the 8 billion dollar bond measure?
                        More likely                          Less likely                        No difference                              Unsure
                                                                                                           48%
                                                                        45%
      41%        41%                                                                                                                                    42%
                                                                                    39%
                                                                                                          32%                                             31%

                                                                                                                                            22%
                                                                                                                17%
          10%                                                                  8%
                        8%                                                                  8%
                                                                                                                                                   5%
                                                                                                                              3%

            Overall                                                          Yes voters                         No voters                  Undecided voters


      Source: Univision’s Hispanic/Latino Voter Surveys: California conducted in collaboration with David Binder Research and Moore Information, July           56
                                                                                                                                               2014.
Democrats and Independents 

Choose Increasing Water Conservation
                    Candidate preference: “new water infrastructure” or
                              “increasing water conservation”
                                      Infrastructure                                               Conservation




                                         50%                              49%                                                                          48%
  46%                                                                                                                47%           47%
                                                            43%                                                                      43%
39%                                 38%                                        37%                                                                   39%
                                                                                                                36%
                                                       31%




 Overall                     Los Angeles DMA                         Central Valley                            Democrat                      No Party Preference

   Source: Univision’s Hispanic/Latino Voter Surveys: California conducted in collaboration with David Binder Research and Moore Information, July           57
                                                                                                                                            2014.
One-Third Impacted By Drought
Overall, With Many More Affected In
Central Valley
  Has the water drought affected you and your family?
   IF YES: Are you or any of your family members’ employment affected by water availability?
                                                                                      Total affected
                                                                                      Employment affected

                                                Overall                                                                              33%
                                                                                     8%



                            Los Angeles DMA                                                                                      31%
                                                                                 6%
                                             Bay Area                                                                            31%
                                                                                     8%
                                 Central Valley                                                                                                       45%
                                                                                                        18%



                       Millennials (18-34)                                                                        23%
                                                                                   7%
                  Non-Millennials (35+)                                                                                                    36%
                                                                                       9%
    Source: Univision’s Hispanic/Latino Voter Surveys: California conducted in collaboration with David Binder Research and Moore Information, July         58
                                                                                                                                             2014.
Impact Of Drought Felt In A Variety Of Ways

 Led By Water Bill Increases
OF THOSE AFFECTED: In what ways has the drought affected your family most…

                                                                                                                                                  36%
                                                                                                                                                        41%
                                     Water bill increases
                                                                                                                                                      38%
                                                                                                                               26%

                                                                                                                                    29%
                                                                                                                             25%
 Overall     Reducing water usage at home
                                                                                                                                            33%
 Los Angeles DMA                                                                                                                27%
 Bay Area
 Central Valley                                                                                                                   28%
                                                                                                                                    31%
                                         Higher food costs
                                                                                                        14%
                                                                                                                                    29%

                                                                                     5%
                                                                                   3%
                              Job loss or reduced pay
                                                                                                10%
                                                                                                 11%

                                                                          0%                                                                                  50%
    Source: Univision’s Hispanic/Latino Voter Surveys: California conducted in collaboration with David Binder Research and Moore Information, July           59
                                                                                                                                             2014.
 Two-Thirds Talk About Water Issues
 With Their Family and Friends
How often do you talk about the drought and water availability issues with family or
friends?    Frequently       Occasionally    Rarely       Not at all


     66%
                                                                                                        40%
                                                                                                                                   38%
      35%                                                              36%
   31%                                                                                                                                   31%
                                                                 27%
                                                                                                  25%
                                                                             22%
            20%
                                                                                                              18%17%                           17%
                  14%                                                              15%                                                            14%




       Overall                                                   Los Angeles DMA                        Bay Area                     Central Valley

     Source: Univision’s Hispanic/Latino Voter Surveys: California conducted in collaboration with David Binder Research and Moore Information, July    60
                                                                                                                                              2014.
 Nearly Three-Fifths 

 Very Concerned About Food Prices Because Of Water Cutback
How concerned are you with food prices because of water cut backs to farming?
                                                                                   Total concerned
                                                                                   % Very Concerned

                                      Overall                                                                                                           89%
                                                                                                                          58%


                                        LA MM                                                                                                           89%
                                                                                                                         57%
                          Bay Area MM                                                                                                              81%
                                                                                                                   51%
              Central Valley MM                                                                                                                              95%
                                                                                                                                   66%



             Millennials (18-34)                                                                                                                       85%
                                                                                                             46%
       Non-Millennials (35+)                                                                                                                             90%
                                                                                                                                63%
     Source: Univision’s Hispanic/Latino Voter Surveys: California conducted in collaboration with David Binder Research and Moore Information, July           61
                                                                                                                                              2014.
     Protecting the Environment 

     More Important Than Cost Of Living Worries

                                                                                                                      Total
                                                                                                                      Much More
Which is more important to
you when it comes to water                                                               53
issues…
 
Ensuring that the cost of
                                                                 34
living doesn’t increase too
much                                                                                             32
!
OR                                                                        22
!                                                                                                                                       10
Protecting the environment
                                                                                                                 1                                       2

                                                            Cost of living                                      Neither                                  Unsure



       Source: Univision’s Hispanic/Latino Voter Surveys: California conducted in collaboration with David Binder Research and Moore Information, July        62
                                                                                                                                                2014.
Central Valley Voters Prioritize

Ensuring the Cost Of Living Doesn’t Increase Too Much


                Cost of living                         Environment                           Both                   Unsure/Other



                                                                    56%                                                         54%
   53%                                                                                               52%

                                                                                                                                      42%
 34%
                                                              31%                              31%



                                                                          11%                              13%
         10%
                3%                                                               2%                               4%                         3% 1%

    Overall                                                   Los Angeles DMA                        Bay Area                     Central Valley
  Source: Univision’s Hispanic/Latino Voter Surveys: California conducted in collaboration with David Binder Research and Moore Information, July    63
                                                                                                                                           2014.
Voters In Central Valley More Divided

On Which Groups Should Reduce Water Usage

                      Average citizens                            Other users                        Both equally                         Unsure


                                                                      50%
    47%
                                                                                                      45%
                                                                                                                                       41%
                                                                                                                                          36%
          30%                                                                                               31%
                                                                            28%


                                                                                                                     14%                             13%
                11%12%                                                            11%11%                          10%                                   10%



           Overall                                                    Los Angeles DMA                       Bay Area                     Central Valley


   Source: Univision’s Hispanic/Latino Voter Surveys: California conducted in collaboration with David Binder Research and Moore Information, July            64
                                                                                                                                            2014.
California Hispanic Voters & 

   Proposition 46/MICRA

              

                

  Unaided Recall of Prop. 46 is

  Low Today
“How much have you heard about a ballot measure in November that deals with drug and
alcohol testing of doctors and increasing caps on medical malpractice lawsuits?”


                                                                                                                                   17% recall “a
                                                                                                                                  lot” or “some”
                                                                                                                                    information
                                                                                                                                  about Prop. 46




             Source: Univision’s Hispanic/Latino Voter Surveys: California and Texas conducted in collaboration with David Binder Research and Moore    66
                                                                                                                               Information, May 2014.
 Prop. 46 Ballot Title
 Proposition 46 will be on the California ballot in November and has to do with increasing the
cap on pain and suffering damages in medical malpractice lawsuits. Here is the official ballot
                                            question:

   Requires drug and alcohol testing of doctors and reporting of positive test to the California
 Medical Board. Requires Board to suspend doctor pending investigation of positive test and
  take disciplinary action if doctor was impaired while on duty. Requires doctors to report any
 other doctor suspected of drug or alcohol impairment or medical negligence. Requires health
care practitioners to consult state prescription drug history database before prescribing certain
   controlled substances. Increases $250,000 cap on pain and suffering damages in medical
 negligence lawsuits to account for inflation. Summary of estimate by Legislative Analyst and
Director of Finance of fiscal impact on state and local government: State and local government
  costs associated with higher net medical malpractice costs, likely at least in the low tens of
  millions of dollars annually, potentially ranging to over one hundred million dollars annually.
  Potential net state and local government costs associated with changes in the amount and
    types of health care services that, while highly uncertain, potentially range from minor to
                              hundreds of millions of dollars annually.

        If the election were held today, would you vote “yes” or “no” on this measure?



           Source: Univision’s Hispanic/Latino Voter Surveys: California and Texas conducted in collaboration with David Binder Research and Moore    67
                                                                                                                             Information, May 2014.
Prop. 46 Ballot Test: Wide Support for
Ballot Title
Proposition 46 Ballot Title
                                                       Definitely                     Might change mind
                                                       Lean
     71% Total Yes                                                                      DMA                                         Yes          No

            7%                                                                          Bay Area                                    73%          23%
                                                                                        Los Angeles DMA                             68%          25%
          23%

                                                        22% Total No

          41%                                                        3%
                                                                     8%
                                                                    11%                                                        6%
           Yes                                                       No                                             Undecided
      Source: Univision’s Hispanic/Latino Voter Surveys: California and Texas conducted in collaboration with David Binder Research and Moore          68
                                                                                                                        Information, May 2014.
Prop. 46 Ballot Test: Support Drops
Dramatically with Explanation
Proposition 46 Explanation: Proposition 46 requires drug and alcohol testing of doctors and
increases the cap on pain and suffering on medical negligence lawsuits from $250,000 to $1.1
million. This measure could cost taxpayers hundreds of millions of dollars. Based on this If the
election were held today, would you vote “yes” to support or “no” to oppose Proposition 46? 

80%                                                  Ballot Title                        Explanation
                 70%                                                                                                             Net shift of


                                    44%
                                                                                             48%                                -52
                                                                                                                               points
                                                                          22%

                                                                                                                                     6%              6%
 0%
                           Yes                                                       No                                              Undecided
          Source: Univision’s Hispanic/Latino Voter Surveys: California and Texas conducted in collaboration with David Binder Research and Moore         69
                                                                                                                            Information, May 2014.
Connecting with Hispanics:

The How and The What
No single media source will reach all Hispanic voters but the majority
  of Spanish Dominant and Bilingual Hispanics say they prefer to
receive information about candidates or propositions via TV news




   Source: Univision’s Hispanic/Latino Voter Surveys: California, Texas, Chicago DMA, Phoenix DMA , Miami DMA and Tampa/Orland DMAs conducted        71
                                                                      in collaboration with David Binder Research and Moore Information, May 2014.
 Hispanics Prefer TV News for 

 Campaign Information…
“Thinking about different ways that campaigns contact you to share information
about their candidates or propositions, which of the following ways do you
prefer to get information?”

                                                                                                                             Los              Sacra-    San
                                                                                                         Central
                                                                      Overall Bay Area                                     Angeles            mento    Diego
                                                                                                          Valley
                                                                                                                            DMA                DMA     DMA

  Television news                                                       62%               57%               69%               61%               53%    68%
  Mail to your home                                                     50%               43%               51%               52%               38%    50%
  Newspapers                                                            47%               40%               63%               46%               42%    53%
  Websites & Internet                                                   43%               49%               41%               44%               37%    43%
  Radio news                                                            43%               44%               54%               41%               40%    41%
  Friends, co-workers or family                                         38%               41%               48%               36%               30%    43%
  Public events, meetings or church                                     32%               30%               40%               33%               18%    31%
  Email                                                                 24%               25%               26%               23%               15%    28%
  Social networking sites like                                        23%               24%              24%              24%              10%         20%
  Facebook Sources: Univision’s Hispanic/Latino Voter Surveys: California, Texas, Chicago DMA, Phoenix DMA , Miami DMA and Tampa/Orlando DMAs             72
                                                             conducted in collaboration with David Binder Research and Moore Information, May 2014.
…But Advertising Plays Significant Role
                                              % prefers to receive campaign
                                                     information via:
                                                                                         Central            Los Angeles Sacramento                      San Diego
                                          Overall                 Bay Area
                                                                                          Valley                DMA        DMA                             DMA

TV Advertising                              44%                       38%                  55%                    43%                    33%              52%
Newspaper                                   35%                       31%                  51%                    33%                    32%              45%
Advertising
Radio                                       34%                       31%                  48%                    33%                    29%              35%
Advertising




     Source: Univision’s Hispanic/Latino Voter Surveys: California, Texas, Chicago DMA, Phoenix DMA , Miami DMA and Tampa/Orlando DMAs conducted                73
                                                                         in collaboration with David Binder Research and Moore Information, May 2014.
Demographics Impact Access Device Used
When Seeking Political Information
“And which one of the following devices do you generally use when you seek information about
candidates and propositions?”


                                                                            49%

                                             36%                    35%

                                                                                                   25%

                                                     15%
                                                                                           12%
                                                                                                                  6% 4%                  6% 7%


                                           Television                                 Smartphone                                         Tablet

                                                                                Overall                Millennials



          Source: Univision’s Hispanic/Latino Voter Surveys: California and Texas conducted in collaboration with David Binder Research and Moore    74
                                                                                                                            Information, May 2014.
Three-Fifths of Hispanic Voters

                                        Consume Media in
                                            Spanish
                                 (TV, Radio, Internet-excluding email)
                       60% in California overall



Sources: Univision Hispanic/Latino Voter Surveys: California, Texas, Chicago DMA, Phoenix DMA , Miami DMA and Tampa/Orlando DMAs conducted        75
                                                                   in collaboration with David Binder Research and Moore Information, May 2014.
Nielsen Reports:

Advertising in Spanish…Pays Off

  1   Hispanics recall commercials in English as
      well as non-Hispanics
  2   But the same commercial shown in
      Spanish bumps up ad recall by as much as
      +30%
  3   Hispanics like ads 51% more when viewed
      in Spanish vs. English
      !
  4   Hiring Spanish speaking talent to deliver
      !
      the script resonates 30% better with
      !
      Hispanics

                              Source: Nielsen Hispanics report Q2 2012   76
                                                                                                     “For me personally, it’s about
   “I will give them my vote                                                                            recognition. Like he said,
 just for saying it in Spanish.”                                                                         the marketing idea that
                                                                                                         he paid for that ad, paid
                                                                                                     for that space. You’re probably
                                                                                                         going to get my vote if I
                                                                                                                remember
                                                                                                               your name.”

  “I feel proud. He’s trying
    to reach us in our own
language, and getting familiar                                                                                   “It doesn’t matter if he
    with our community.”                                                                                          doesn’t speak Spanish.
                                                                                                              He tried to identify with me
                                                                                                               that I speak Spanish… I want
                                                                                                               them to acknowledge me.”




       Source: Univision’s Qualitative Research conducted in collaboration with David Binder and Moore Information with Occasional Latino Voters. Focus   77
                                                                                                        groups conducted May 7th and in May 8th, 2014.
What Influences Their Vote?
“Which one of the following would you say has the greatest influence on your decision to vote
                             in elections?” - - Top 3 responses




                                                                                                             Los                  Sacra-         San
                                                                                      Central
                                              Overall Bay Area                                             Angeles                mento         Diego
                                                                                       Valley
                                                                                                            DMA                    DMA          DMA

             Candidate
             Debates                            38%                 39%                  45%                  35%                  47%          48%

             Candidate
             Interviews                         17%                 16%                  12%                  18%                  19%          32%

             Local News
             Coverage                           17%                 16%                  19%                  17%                  12%          19%


         Sources: Univision’s Hispanic/Latino Voter Surveys: California, Texas, Chicago DMA, Phoenix DMA , Miami DMA and Tampa/Orlando DMAs         78
                                                       conducted in collaboration with David Binder Research and Moore Information, May 2014.
    How To Message Hispanics
     “If you could tell a candidate who wants your vote one thing that would help them
     get your vote, which one of the following things would you say?” - Top three
     responses
                                                            Overall                    Bay Area
                                                            Central Valley             Los Angeles DMA
                                                            Sacramento DMA             San Diego DMA



                      30%                                                                29%
                               27%                            28%                                                                27%                     27%
          26% 26%                                                      25% 25%                    25% 26%                                 24%                  24%
                                        21% 21%                                                                         21%                        20%




mmunicate consistently, not just before the election                                                                       Make your message simple




                 Sources: Univision’s Hispanic/Latino Voter Surveys: California, Texas, Chicago DMA, Phoenix DMA , Miami DMA and Tampa/Orlando DMAs             79
                                                               conducted in collaboration with David Binder Research and Moore Information, May 2014.
                                                     “How do they expect me
                                                      to vote, if I don’t know                                “If there are two judges
                                                       what I am voting for?”                                     and I don’t know,
                                                                              !                                 I won’t vote. I won’t
                                                                                                                 guess and make the
“For me, choosing someone you                                                                                     wrong decision.”
  don’t know is not helping.”
                      !




        Source: Univision’s Qualitative Research conducted in collaboration with David Binder and Moore Information with Occasional Latino Voters. Focus   80
                                                                                                         groups conducted May 7th and in May 8th, 2014.
     What Would Get Them to the Polls?
      “Which of the following, if anything, would be most likely to encourage you to vote in a mid-term election
      like the one this November?”

                                                                               Overall                Millennials


                        If it would mean more jobs in our community
                                                                                                                                      16%
                                                                                                                                    14%        Information is
                                  If it would bring about positive change
                                                                                                                                      15% CRITICAL for millennials
                                                                                                                                      15%
                   If it would mean improved education for my kids
                                                                                                                                      15%
                                                                                                                                                 19%
out the candidates/ measures to feel comfortable making a decision
                                                                                                                                      15%
                                                                                                                                                            22%
                          If I believed my vote will make a difference
                                                                                                                                   15%
                                                                                                                                 13%
                              If it would mean I would pay lower taxes
                                                                                                                         10%
                                                                                                            5%
If it would mean we would get better services from the government
                                                                                                                    8%
                                                                                                                     9%

                                      If I knew it would support my union
                                                                                                  1%
                                                                                                  1%
                 Source: Univision’s Hispanic/Latino Voter Surveys: California and Texas conducted in collaboration with David Binder Research and Moore          81
                                                                                                                                   Information, May 2014.
What Would Get Them to the Polls…by DMA

“Which of the following, if anything, would be most likely to encourage you
to vote in a mid-term election like the one this November?”


                                                                                                                           Los              Sacra-        San
                                                                                                       Central
                                                                    Overall Bay Area                                     Angeles            mento        Diego
                                                                                                        Valley
                                                                                                                          DMA                DMA         DMA
If it would mean more jobs in our                                      16%              14%               21%               16%                     9%   21%
community
If it would bring about positive change                                15%              16%               13%               15%                17%       16%
If it would mean improved education for my
                                                                       15%              15%               13%               15%                17%        9%
kids
If I had enough information about the
                                                                       15%              18%               13%               14%                19%       13%
candidates/ measures to feel comfortable
If I believed my vote will make a difference                           15%              10%               16%               17%                12%        9%

If it would mean I would pay lower taxes                               10%                8%                9%                 9%              13%        8%
If it would mean we would get better                                      8%            10%               12%                  7%                   9%    4%
services from the government
If I knew it would support my union                                       1%              2%                --                 1%               --        --

             Sources: Univision’s Hispanic/Latino Voter Surveys: California, Texas, Chicago DMA, Phoenix DMA , Miami DMA and Tampa/Orlando DMAs                82
                                                           conducted in collaboration with David Binder Research and Moore Information, May 2014.
A Sense of Duty Motivates Them to Vote
                                              “I want to do my part.
                                         Sometimes we take for granted
                                       the possibility we have of voting,
                                               and we have to take
                                        advantage of that for our future
                                         and our kids. If we don’t vote,
                                                  we are leaving
                                           the responsibility to others
                                              to decide our future.”



  Source: Univision’s Qualitative Research conducted in collaboration with David Binder and Moore Information with Occasional Latino Voters. Focus   83
                                                                                                   groups conducted May 7th and in May 8th, 2014.
Perspectives
Republican Partisan Perspectives -
1
    President Obama is popular among California Hispanic voters. Republican
    candidates will not win many supporters by attacking the President



    More than half (58%) are open to a Republican candidate for Congress




    The major complaints about the Republican Party are that they care mostly
    about big corporations and their own self-interests



    Opposition to immigration reform and being too Conservative are less likely
    to concern Hispanic voters about Republicans


                                                                             84
Republican Partisan Perspectives - 2
    A "pathway to citizenship“ is widely popular, but a majority favors
    requiring borders to be secure before passing comprehensive
    immigration reform


    The Affordable Care Act is popular; increased cost is the major
    complaint



    Increasing the minimum wage is widely popular




    The most helpful policies to help people improve their standard of living are
    making “college education more accessible and affordable” and “funding
    vocational education and other job training programs so people can find a
    better paying job or advance in the job they are currently in”
                                                                                    85
Republican Partisan Perspectives -
3 The most important issues for GOP candidates in California to
                   address with Hispanics are…




                                             Government spending &
   Education           Jobs
                                             the deficit



                                                                86
Republican Partisan Perspectives -
4
 Republicans should not ignore Spanish language media in the
 2014 campaign
 • 60% of California registered voters watch Spanish language TV
   and listen to Spanish language radio

 A majority of Hispanic voters are open to voting for a GOP
 congressional candidate
 • Just 42% of California Hispanic voters believe they will be
   better off with a Democratic majority in Congress

            Hispanics are waiting for an invitation from the GOP
            and most prefer to see it in Spanish language media.
                                      !
 That invitation needs to be consistent, authentic and sustained.


                                                                    87
     FOR MORE INFORMATION CONTACT:
             Alan Brittain, VP
          Abrittain@univision.net
                      !
! VISIT THE NEW POLITICAL WEBSITE:
http://corporate.univision.com/hispanic-vote/




                                                88
Mil Gracias



              90
     Education and Jobs:

     THE Defining Voting Issues
      “Setting aside the issue of immigration, which one of the following issues is most important in your
      vote for Congress and U.S. Senator, a candidate’s position on…”

                                                    Education                                                                  21%
                                                                                                                                                                   36%
                                                              Jobs                                           16%                          Education key For millennials
                                                                                                           14%
     Government spending and the deficit                                                                    15%
                                                                                                         12%                                                   Overall
                                                                                                          13%                                                  Millennials
                  Social Security and Medicare
                                                                                            7%
at they do will affect my personal economy                                                        10%
                                                                                                 9%
                                                 Health care                                     9%
                                                                                        6%
                                                Immigration                              7%
                                                                                         7%
                       Crime and personal safety                                       5%
                                                                                        6%

        Source: Univision’s Hispanic/Latino Voter Surveys: California and Texas conducted in collaboration with David Binder Research and Moore Information,                 91
                                                                                                                                                   May 2014.
Millennials Say More Affordable Education
Would Most Improve their Financial Situation
“Which one of the following would most help you to improve your financial situation?”



                                                                                                                                                             Age
                                                                                                                                     Millennials                  Non-
                                                                                                                       All            (18-34)                  Millennials
                                                Lower taxes                                                           22%                12%                       26%
                                                Stable, full-time job                                                 18%                  14%                     19%
                                                Access to more affordable                                             16%                  32%                     10%
                                                education
                                                Raising the minimum wage                                              15%                  18%                     13%
                                                More affordable housing                                               12%                  15%                     10%
                                                More affordable health care                                             8%                   6%                    10%
                                                Availability of a secure pension                                        5%                   2%                    7%
                                                plan




      Source: Univision’s Hispanic/Latino Voter Surveys: California and Texas conducted in collaboration with David Binder Research and Moore Information,               92
                                                                                                                                                 May 2014.
…But Millennials Prefer Websites and TV for
Campaign Information
“Thinking about different ways that campaigns contact you to share information about their candidates or
              propositions, which of the following ways do you prefer to get information?”




           Websites and the internet                                                                                                                    64%
                             Television news                                                                                                  55%
                         Mail to your home                                                                                       46%
        Friends, co-workers or family                                                                                            46%                   Top 5
                                    Newspapers                                                                                  45%
Social networking sites like Facebook                                                                                   40%
                                     Radio news                                                                         40%
                                               Email                                                            34%
  Public events, meetings, or church                                                                      30%
                          Follow on Twitter                                                20%
                                     Phone calls                             10%

            Source: Univision’s Hispanic/Latino Voter Surveys: California and Texas conducted in collaboration with David Binder Research and Moore            93
                                                                                                                              Information, May 2014.
A Candidate That Wants The Millennial
Vote Should Communicate Consistently
                                            “If you could tell a candidate who wants your vote one thing that
                                            would help them get your vote, which one of the following things
                                            would you say?”
                                            !
                                                    % Communicate consistently, not just before the election

                                                                                      31%
                                                                                                                                           29%
                                                            26%
                                                                                                                 23%




                                                     All Latinos                        Spanish Dominant Millennials

  Sources: Hispanic/Latino Voter Surveys: California and Texas conducted in collaboration with David Binder Research and Moore Information, May   94
                                                                                                                                          2014.

				
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