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Opinion: The Latino generational divide

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The Kennedys aren’t the only political brood riven by the hard-fought Democratic presidential race. In Texas, where polls now show the March 4 contest a tossup, father-son splits have emerged in two prominent Latino families.

The Houston Chronicle noted over the weekend that while Hillary Clinton can claim the support of U.S. Rep. Solomon Ortiz and state Sen. Eddie Lucio -- both longtime officeholders -- Barack Obama has the backing of state Reps. Solomon Ortiz Jr. and Eddie Lucio III.

The story was one of several recent pieces spotlighting the generational divide within the Latino vote in Texas, which apparently is one of the key reasons Clinton’s once-large lead in the state has vanished. You can also read about this trend here and here.

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How much will it help Obama to make significant gains among younger Latinos? The Pew Hispanic Center reports that of the 3.6 million Latinos eligible to vote in Texas, 31% are between the ages of 18 and 29.

Of course, there have traditionally ...

been large gaps within both the Latino community and among young folks between ‘eligible to vote’ and actually signed up to do so.

As the Clinton-Obama race plays out, ad executives are watching another competition: dollars spent on Spanish-language political commercials.

Advertising Age reported today that in the walk-up to California’s Feb. 5 primary, the candidates funneled nearly $2 million into spots targeting Spanish speakers. And broadcasters say similar spending in Texas could top that figure.

‘I’ve been in Spanish television since 1985, and this is most active season I’ve ever seen,’ Enrique J. Perez, senior VP-sales for Telemundo Station Group, told Advertising Age. ‘For the first time, Hispanic media is being planned side by side with general media.’

-- Don Frederick

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