A border media market where agriculture and migration policy dominate the airwaves
Spanning the Colorado River desert from southwestern Arizona into California's Imperial Valley, this market's electorate is shaped by Latino majorities, year-round farm labor, and one of the nation's busiest land-border crossing corridors.
| County | Pop. | Margin | Dem | Rep | Total | Share |
|---|---|---|---|---|---|---|
| Yuma | 212K | R+20.4 | 26,823 | 40,745 | 68,335 | 14.0% |
| Yuma | 203K | R+20.4 | 26,823 | 40,745 | 68,335 | 14.0% |
| Yuma | 189K | R+20.4 | 26,823 | 40,745 | 68,335 | 14.0% |
| Imperial | 180K | R+0.9 | 26,083 | 26,546 | 54,025 | 11.0% |
| Imperial | 179K | R+0.9 | 26,083 | 26,546 | 54,025 | 11.0% |
| Imperial | 160K | R+0.9 | 26,083 | 26,546 | 54,025 | 11.0% |
| Yuma | 160K | R+20.4 | 26,823 | 40,745 | 68,335 | 14.0% |
| Imperial | 142K | R+0.9 | 26,083 | 26,546 | 54,025 | 11.0% |
| Group | Yuma-El Centro | National |
|---|---|---|
▶Hispanic / Latino(16) | 68.5% | 19.3% |
▶White (Non-Hispanic)(13) | 25.7% | 57.4% |
▶Black / African American(9) | 2.5% | 12.2% |
▶Native American / Alaska Native(6) | 1.4% | 0.9% |
▶Asian(6) | 1.4% | 6.0% |
Multiracial / Other | 0.4% | 4.0% |
▶Middle Eastern / North African(9) | 0.2% | 0.9% |
Catholic-Evangelical edge: +62.4pp (vs national 4.5pp). A strongly Catholic-leaning religious profile, which nationally correlates with Democratic-leaning urban and suburban communities.
| Tradition | % Pop | % Adherents | US Pop | US Adherents |
|---|---|---|---|---|
| 45.4% | 78.6% | — | — | |
| 6.8% | 11.7% | — | — | |
| 4.8% | 8.2% | — | — | |
LDS (Mormon) | 2.2% | 3.9% | — | — |
| 0.5% | 0.9% | — | — | |
| 0.2% | 0.4% | — | — | |
Non-religiousPopulation | 42.2% | — | — | — |
Who lives in the Yuma-El Centro media market? 1,425,446 residents across 8 counties.
14% of adults hold a bachelor's degree — 19pp below the national average. Places with similar education levels vote R+28 on average nationally.
Scale, voting-age share, and this geography's footprint inside the national electorate.
Income, attainment, and ownership indicators that often shape coalition structure and turnout behavior.
Age structure, language use, and nativity signals that explain how this geography differs from state and nation.
| Offices | Margin A | Margin B | Split |
|---|---|---|---|
| President vs Senate | R+11.8 | R+5.9 | 5.8pp |