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

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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.

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