• Ad Age, Friday, June 9, 2006 11:15 AM

World Cup programming offers a great opportunity to target U.S. Hispanics--and politicians have taken notice, Ad Age reports, as the New Democratic Network launches a $2 million TV and radio campaign to reach them. Taglined "Mas que un partido"--a play on words that can mean either "More than a game" or "More than a political party"--ads will run mostly in Spanish. Among the battleground markets to get them are Albuquerque, N.M.; Colorado Springs, Colo.; Orlando, Fla.; Tampa, Fla.; Las Vegas; Denver and Phoenix. Ads will air initially during the World Cup on Spanish-language network Univision, as well as on Fox Sports en Español. After the World Cup, the media schedule will continue on other soccer-related broadcasts. Says NDN President Simon Rosenberg: "Many Hispanic immigrants don't understand what Republicans and Democrats stand for. . . .There is work to be done to help them understand who we are, to explain our core values of opportunity, responsibility and fair play."

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