With Latinos appearing key to the respective general election strategies of both John McCain and Barack Obama, experts say spending on Spanish-language media is set to shatter the previous record of nearly $9 million, the overall number achieved by both parties and outside groups during the 2004 race between President Bush and John Kerry.

"The spending is going to be unprecedented," said Simon Rosenberg of NDN, a liberal group that itself spent over $2 million in Spanish-language ads in 2004.