With 52% of Hispanic Voters Undecided, Candidates Face a Narrow Window — and a Significant Opportunity — to Win Persuadable Voters
Cost of Living Concerns Define the Election Landscape with Most Hispanic Voters Surveyed Saying They are Only ‘Surviving’ Economically
Hispanic Voters Value Authentic Engagement from Candidates, Including Through Spanish-Language Media
Eight Out of 10 Worry AI Could Lower Their Wages, Benefits; More than 60% Expect Candidates to Have a Plan for Achieving the American Dream
WASHINGTON, D.C., May 20, 2026 — TelevisaUnivision, the world’s leading Spanish-language media company, today released new findings from a survey conducted by The Harris Poll of 700 Hispanic registered voters across 17 battleground congressional districts, underscoring the decisive role Hispanic voters will play in determining control of Congress in the 2026 midterm elections.
A small number of votes in a small number of congressional races will decide control of Congress, and within these battleground districts Hispanics make up a growing and decisive voting population. Despite outdated assumptions about voter alignment, the data show Hispanic voters remain remarkably fluid — and up for grabs in the races that will determine the balance of power in Washington.
“Hispanic voters are going to decide who controls Congress, and in every battleground race they are still up for grabs,” said Daniel Alegre, CEO of TelevisaUnivision. “This is a wide-open competition, and the campaigns that engage Hispanic voters directly, speak to their economic reality, and show they understand their lives will win this vote – and they will win these elections.”
THE DECISIVE SWING VOTE
Hispanic voters are influential and decisive. More than half (52%) of Hispanic voters in battleground districts say they are either undecided or still open to changing their vote. This level of uncertainty means election outcomes will be determined not by fixed party allegiances, but instead by which candidates are able to earn trust and demonstrate relevance in the final months of the campaign.
Understanding voters’ lived experiences is the clearest path to support. A majority (53%) say they will back the candidate who best understands what they are going through — outweighing considerations like party affiliation, policy detail, or prior alignment.
ECONOMIC PRESSURE IS THE DEFINING ISSUE
Economic realities dominate how Hispanic voters are evaluating candidates. Nine in ten (90%) rate the cost of living as their top issue, while 73% say they are “surviving” rather than getting ahead. Financial pressure extends beyond individual households: 80% report supporting family members outside their home, reinforcing how deeply economic stress is shaping political decision-making. Additionally, 63% expect candidates to have a clear plan for achieving the American Dream.
AUTHENTIC ENGAGEMENT — AND SPANISH-LANGUAGE OUTREACH — IS A COMPETITIVE ADVANTAGE
Hispanic voters are signaling clearly how they expect to be engaged. Seventy percent say candidate appearances on Spanish-language media indicate that Hispanic voters matter to them, while 59% say it makes them feel the candidate cares about their lives. Additionally, 44% say it is important that candidates communicate on key issues in Spanish — underscoring the importance of culturally relevant outreach.
AI EMERGES AS A NEW VOTER ISSUE — WITH ECONOMIC IMPACT AT THE CENTER
Artificial intelligence is entering the political conversation through the lens that matters most to Hispanic voters: economic security. While views are mixed — 41% express concern, 30% see opportunity, and 29% remain uncertain — there is strong agreement on risk: 84% worry AI could be used to lower wages or reduce benefits, making worker protection a growing area of focus for voters.
Methodology: This TelevisaUnivision-commissioned survey was conducted online in English and in Spanish by The Harris Poll in the United States from April 24 to May 6, 2026, among 700 Hispanic registered voters living in 17 battleground congressional districts. The 17 battleground districts were AZ 01, AZ 06, CA 13, CA 22, CA 48, CO 08, FL 07, FL 27, NE 02, NJ 09, NM 02, NV 03, NV 04, TX 15, TX 28, TX 34, TX 35. Data were weighted by age, gender, and district to align with population benchmarks. The sampling precision is ±4.7 percentage points at a 95% confidence level.
About TelevisaUnivision
TelevisaUnivision is the world’s leading Spanish-language media company. Powered by the largest library of owned Spanish-language content and a prolific production capability, TelevisaUnivision is the top producer of original content in Spanish across news, sports and entertainment verticals. This original content powers all of TelevisaUnivision’s platforms, which include market-leading broadcast networks Univision, Las Estrellas, Canal 5 and UniMás, and a portfolio of 38 cable networks, which include TUDN, Galavisión, Distrito Comedia and TL Novelas. The company also operates the leading Mexican movie studio, Videocine, and owns and operates the largest Spanish-language audio platform in the U.S. across 35 terrestrial stations and the Uforia digital platform. TelevisaUnivision is also the owner of ViX, the largest Spanish-language streaming platform in the world. For more information, please visit televisaunivision.com.
