Latino PAC drops $500,000 in last-minute ad buy to boost New York congressional candidate

In its largest-ever independent expenditure, a Latino-focused super PAC announced a $500,000 digital and TV ad buy today for Carlina Rivera, a progressive Democratic candidate in the crowded race for New York’s open 10th Congressional District seat.

Nuestro PAC, which is dedicated to mobilizing Latino Democratic voters, released the ads five days before Tuesday’s primary — a 15-second digital ad in Spanish and English, and a 30-second TV spot in English.

Their spending is the latest in a pool of support from other Hispanic-centered organizations hoping to boost the New York City Council member, who is among a dozen candidates vying to represent the redrawn district. Rivera has also received endorsements from Democratic Reps. Nydia Velázquez and Adriano Espaillat, as well as Council Speaker Adrienne Adams.

The district is one of New York’s most diverse, with an 18 percent Hispanic population. Should she be elected, Rivera would be the fifth Latino in New York’s 26-member House delegation when Congress reconvenes in January.

Other prominent contenders for the district this cycle include Rep. Mondaire Jones, Manhattan assemblywoman Yuh-Line Niou and Trump impeachment attorney Daniel Goldman. Through the expenditure, Nuestro PAC wanted to help increase Rivera’s name recognition in the last week before the Aug. 23 primary, said Chuck Rocha, Democratic strategist and Nuestro PAC senior adviser.

“There’s very few Latinas in the U.S. Congress. As [for] representation as a whole in America, Latinas are left out of so many conversations,” Rocha told POLITICO. “We just see this as a chance for the next generation of Latina leaders to make it to Congress.”

While the late August primary is expected to have low turnout, the new seat has attracted millions in spending, particularly from Jones and Goldman, who have dropped more than $2 million each. Rivera is the next highest fundraiser, and has spent more than $420,000 this cycle, according to OpenSecrets.

In a PIX11/Emerson College poll conducted last week, Rivera was tied for third with 13 percent of the vote, behind Goldman’s 22 percent and Niou’s 17 percent. Jones also polled at 13 percent.