🔍 Context

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Univision President Ignacio Meyer has warned both major political parties to adapt their strategies to reach Hispanic voters ahead of the 2026 midterms. Meyer, speaking at an SXSW event in Texas, emphasized that Hispanic voters are increasingly influential and sophisticated, and want to be addressed on issues rather than partisan politics.

According to Meyer, there is a "big disconnect" between politicians and Latino voters, who are largely up for grabs. He pointed out that President Donald Trump's border security and legal immigration policies have been popular with Latino voters, winning more than 48% of the vote in his 2024 presidential election. In contrast, Democrats had major election victories in 2025 but still face critical weaknesses.

Meyer urged politicians to address Hispanic voters in "their language" and focus on issues that matter to them. He noted that Univision's Spanish-language television network is a key way for politicians to reach Latino audiences, but many are not doing enough to engage with this demographic. Meyer also highlighted the importance of early and sustained engagement with Hispanic voters, as seen in recent Texas primaries.

Some experts, such as Rep. Greg Casar (D-Texas), argue that Democrats must focus on economic issues like lowering prices and improving household finances to regain support among Latino voters. Others emphasize the need for politicians to speak directly to Hispanic voters about their concerns and priorities.

Center assessment: As the 2026 midterms approach, it is clear that Hispanic voters will be a crucial battleground in election cycles, with both parties seeking to adapt their strategies to reach this influential demographic.