The Nevada caucuses are less than four weeks away, set for February 22. That is why some presidential candidates are buying advertising time in Northern Nevada.

Elizabeth Warren started airing a new campaign ad, Monday, and Bernie Sanders ad campaign started Tuesday. Tom Steyer's ads are continuing and Joe Biden's political advertisements are hitting the airwaves next week.

"Sanders and Warren, they're ready to go," Eric Herzik, UNR Professor of Political Science said. "Biden, a week later, I don't know if that particularly hurts him but, yes, it is now time."

Some of the ads have similarities, hitting on issues like the climate, health care, President Trump and the economy.

"They're highlighting the disparities in the economy, that the economy is very good for those at the upper end of the spectrum and wages are not keeping up," Herzik said.

Herzik says Democrats are not the only ones who are airing TV ads. President Trump and Michael Bloomberg both purchased a 60-second spot during the Super Bowl for $10 million. 

"Trump is about to, even though he's running more or less unopposed, he is also jumping in because he doesn't want the Democrats to simply define the agenda all along," Herzik said.

Elizabeth Warren's latest ad is almost completely in Spanish, with English subtitles. The unusual part about the ad is that it is airing on English-language channels, including CBS. 

"I think if candidates really want to go ahead and encompass what Nevada really means for the caucus and for the election, they have to reach out to the Spanish-speaking communities and to Latino communities and to Latin X communities, and meet them where they are at the most basic level, and that is their language," Andrew Mendez, Spanish Language Editor for the Nevada Sagebrush said.

The PEW Research Center says Hispanics make up 28 percent of Nevada's population. The candidates are hoping to get many of them out to vote in the caucuses and the general election. Experts say many Hispanics get their news and entertainment from English-language channels.

"Those that are second generation and younger are particularly English-speaking, not Spanish-speaking," Ezequiel Korin, UNR Assistant Professor of Spanish Language Media said. "However, what's interesting is that they still recognize Spanish as a cultural identifier."

Korin says advertising is an important way for companies to sell their products, and that the process is no different for presidential candidates.

"You want your consumers to actually know you're there and you want them to be able to identify the different traits and different possibilities that they have out on the market," Korin said.

It is likely that we will see a lot more political ads in the weeks to come. Herzik says it is important for candidates to spend their money early. The ones who do well in the Iowa caucuses will probably have an easier time raising money to spend in New Hampshire and Nevada. 

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