Romney's ability to make his push for Latino votes a success has long been hampered by Team Obama's efforts to paint him as an unacceptable candidate, attacking his hard-line stance on immigration and desire to cut some social programs.
Obama was able to drive that message home virtually uncontested all spring and summer. And despite Romney's surge, the president and his allies are still spending more on Spanish-language TV in battleground states.
The president and his supporters are spending twice as much as Romney's team in Florida, three-and-a-half times as much in Colorado, and nearly three times as much in Nevada, all despite being outspent in English.
The critical Orlando market -- where the rapidly-growing, Democrat-leaning Puerto-Rican population is fast becoming a political force that rivals right-leaning Cuban-Americans in Miami -- provides an interesting test case.
Both Romney and Obama have recently run spots there that feature prominent figures in the community (Puerto Rico Gov. Luis Fortuño speaking for Romney and Obama touting his appointment of Supreme Court Justice Sonia Sotomayor).
But spending for Obama has totaled $1.5 million compared to just $306,000 for Romney, who has had the most ads air in the Cuban-American bastion of Miami.
The reality is that truly undecided Latino voters -- aka those who could be persuaded by ads -- are few in number; only 6 percent according to Latino Decisions. And it will certainly take more than Spanish-language ads to convince them, especially for the millions who prefer to get their political information in English. But judging from the numbers, the amount of money spent by campaigns and outside groups on Spanish-language ads will like continue to rise as Election Day nears. But with the election this close, Romney and Obama are doing everything they can to hit the right note en Español.