Republican Sen. Ted Cruz’s reelection campaign has launched a $4.4 million advertising campaign targeting Hispanic voters in Texas, with most of the money being spent on Spanish-language spots, marking the largest investment his campaign has made into such advertising.

The spending comes as Republicans court the Hispanic vote, reports Axios.

According to U.S. Census data, Latinos represent a larger share of the Texas population than non-Latino white people and 28% of Texans speak Spanish in their homes.

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