Today, Hispanic Radio is the key vehicle to reach Hispanics across different age groups, social backgrounds, countries of origin and language preferences. It’s a cost-effective medium with reduced waste and the ability to provide grassroots activation at the retail level. It’s also the very last media touch point before consumers walk into a store. Given these strengths, we’ve spoken with buyers and sellers in the medium to talk about what’s being presented this year through a multiplatform lens, including what’s surfacing as the annual Hispanic Radio Upfront season takes shape. Specific topics include accountability; expanding and utilizing local talent; multiplatform opportunities; ideas presented to the radio groups to help them sell the medium to planning and creative groups; tying in concerts and events to engage the audience in an exciting way with advertisers; social media tie-ins, sports offerings and more.
Participants this year include Lee Davis, EVP/Sales Univision Radio; Luis Gutierrez, VP Advertising Sales at GLR Networks; Berry Jasin, SBS VP of National Sales; Jeffery Liberman, Entravision COO; Elisa Torres, VP Hispanic and International Division, Cumulus Media Networks; Oscar Ramos, Senior Director and GM for ESPN Deportes Radio and ESPNdeportes.com; Natalie Swed Stone, US Director, National Radio Investment, OMD; Jody Thompson, Brand Media, The Richards Group; Maria Cupajita, Buyer, Casanova Pendrill and MediaVest Worldwide NYC.
Enrique Iglesias at Univision Radio’s Upfront
As part of Univision’s “One for All” theme, Univision Radio presented a private concert with Enrique Iglesias and emerging new artist Jessica Sanchez in conjunction with Univision’s overall upfront presentation in New York City on 5/14. Iglesias’ performance extended beyond the New Amsterdam Theater and was also shown on a jumbo digital screen in Times Square. He performed hits including “I Like It” and “No Me Digas Que No.” As part of the effort, Univision and its morning show “Despierta America” hosted a sweepstakes that took four winners to New York for the concert.
GLR will be at all the agencies for this year’s upfront, presenting new programming along with top talent.
ESPN Deportes Upfront in NYC
ESPN Deportes Radio hosted its upfront on 5/15 in NYC. Says Ramos: “Our Upfront was focused on multimedia, highlighting the brand’s plans for 2014 across all assets. At the presentation, we highlighted ESPN Deportes Radio offerings as we continue to lead in programming with the most comprehensive offering of live sports events available on any U.S. Spanish-language media outlet. The presentation also featured some ESPN Deportes’ on-air talent including ESPN Deportes Radio 1050 AM NY’s Ernesto Jerez, Carolina Guillen and Ozzie Guillen.”
While Entravison Radio doesn’t hold formal upfronts, they do have a formal round of forward-looking presentations with agency and client partners. “The planning cycle is the life-blood of our solutions based selling model. Our team gets shoulder-to-shoulder with the account and planning teams to share ideas and build programs that take advantage of the increasing power of Latino programming and deliver proven ROI,” Liberman told us.
Programming and networks
Radio groups and networks are constantly looking for the perfect talent and environment that will help the audience identify with advertisers and move product. To do that, they often expand and utilize local talent over to other markets. As a company that has run networks since its inception, Entravision understands the importance of having a sound that is local and unique to that market, says Liberman: “We have come up with a system to localize our on-air talent by market, tailoring real-time messages to those audiences. We also conduct local promotions and endorsements which effectively utilize this system.”
Jeff Liberman
Swed Stone explains that because the national Hispanic market continues to expand along with the population and advertising dollars, “we correspondingly buy those new and growing properties along with the more established properties.”
Entravision Radio’s afternoon personalities, Erazno y la Chokolata, are now syndicated nationally on over 40 markets. “They are highly adaptable to an array of products because the hosts speak to both male and female audiences in advertisers’ desired demos. They are a trusted voice in the community and advertisers want to associate their products with those personalities,” says Liberman.
Seven Adelante Media Group stations, for example, started carrying Erazno Y La Chokolata this year:
KDDS-FM Seattle, WA
KZTA-FM Yakima, WA
KZTB-FM Tri-Cities, WA
KZML-FM Wenatchee, WA
KDBI-FM Boise, ID
KDUT-FM Salt Lake City, UT
WDDW-FM Milwaukee, WI
Jasin says that because of some of the similar format of their stations, they do have some talent in multi markets to help expand the reach of their network. “But these are only done based upon research and programming likeness of the music. We are super-local because our listeners are local and that’s how we ID them in a respective market where we have branded heritage stations. By doing this on a local level we are able to deliver excellent results.”
Davis notes that Univision Radio has some of the biggest and most popular Spanish-language personalities on the air. “We identify talent that has a community appeal like none other and syndicate them, where appropriate (Piolin, Enrique Santos),” he tells us. “We also have Omar y Argelia in Los Angeles and Luis Jimenez in New York. Advertisers look for talent that has a true and genuine connection with the audience and these personalities have that and much more. However, we are of the school of thought that radio is still a grassroots and local medium and we’ve done everything we can to drive that local experience on terrestrial as well as online and social.”
GLR uses national talents for their network feed, but they do give the stations the ability to have our talents contribute on a local level, said Gutierrez. The company tends to offer sports for the automotive category and Ana Maria Canseco and Maria Celeste for retail and packaged goods advertisers.
Cumulus Media Networks en Español is home of the Conexion Thalia Radio show. Thalia, a platinum-selling recording artist and internationally acclaimed actress, is the only personality on Spanish-language radio with an established performing career before launching a radio show. “She is a household name in the Latin community and delivers instant credibility with Hispanic audiences,” explains Torres.
Ramos says ESPN Deportes super-focuses on talent, with over 50 journalists on staff: “All of our journalists are national in scope and cover every sport relevant to our audience including soccer, boxing, NFL, NBA, MLB, Caribbean baseball, college sports, etc.”
Thompson says she typically buys Univision, Entravision, HRN (Focus360’s Hispanic Radio Network) and sometimes Cumulus. “Depending on the demo we may also consider sports elements.”
MediaVest NYC tells us they buy Univision, HRN, FDP (Futbol de Primera), Cumulus and ESPN Deportes.
Multiplatform offerings, fresh ideas
As more listening is done online and via smartphones, Hispanic Radio content providers are keeping ahead of the curve, pairing streaming inventory, website inventory and app inventory with their offering to media agencies and advertisers. Cupajita tells us of late, she’s been presented with opportunities concerts, sports and streaming radio. Thompson noted the Hispanic Radio is very loyal to the personalities, so “we are always looking at voice work and live reads.”
MediaVest NYC agrees: They’re looking for sponsorships and integrations delivered by their personalities.
But, what other, new multiplatform opportunities are being presented? What are sellers doing to work with media planners to get on the big multiplatform buys?
Only recently, Univision Radio launched the Uforia music service. It’s their upgraded radio app focused on content curation and customizable channels. Looking to perhaps be the Pandora of Hispanic music, Univision plans to roll out the new streaming music service this summer. Uforia will combine the company’s 50 radio station streams with new Latin music genre channels, custom radio and social media. Like iHeartRadio and Pandora, Uforia will offer of exclusive genre channels not available on broadcast radio. These additional formats will be curated by Univision Radio programmers. Specifically, the app will feature exclusive channels, customizable stations housing more than 20 million songs and one of the most engaging social experiences on the market. It will also offer a friend-sourcing service where users will be able to not only see what their connections are listening to but also recommend music to them directly.
“We are in an era of digital, digital, digital,” Davis says. “The launch of Uforia will really allow us to amplify our current terrestrial offering and create a robust/360 campaign for our partners. We also work closely with our Univision Local and Network team to offer our clients something they cannot get from any other media company and that is the ability to reach the Hispanic consumer with a true 360 program – local radio, local TV, network TV and digital. We have the ability to reach the Hispanic consumer wherever they are listening (and watching) on whatever device they choose. It’s very powerful.”
He adds, “We work across departments, with network TV, local affiliates, digital and social media, to create robust campaigns for top tier opportunities setting us apart from any of other media company.”
All ESPN Deportes’ offerings are multiplatform and they have a multimedia sales group because of that, says Ramos. “When we talk to advertisers, we want to take a multimedia approach to maximize ESPN assets in order to better serve our advertisers.”
Entravision is also incorporating multiple platforms into all presentations. “Our audiences use media across platforms and we connect the audience with both the advertiser and our content across those platforms,” said Liberman. “For example, mobile plays a large part in our delivery, as it is a platform that performs especially well with Latino audiences and provides instant, two-way communication with our audience. Our mobile offerings give media planners an opportunity to engage over 1.2 million Latino impressions each month, tied with exclusive content and alerts on various topics such as video breaking news, soccer scores and updates as they happen, weather and entertainment alerts that are pushed out to mobile handsets and available to our mobile communities.”
Torres says that their Conexion Thalia Radio show offers a multiplatform unique to advertisers through thaliaradio.com, Conexion Thalia Radio Show, and her most recent Worldwide Viva Tour.
What about other fresh ideas being presented to the radio groups to help them sell the medium to planning and creative groups as well as the clients themselves? “There is a lot of creative back and forth between Entravision Solutions and the radio groups to percolate great ideas,” Liberman attests. “As a result, when we work with network agencies, we offer them 360 platforms that can be executed across our entire line-up and across multiple platforms. We also offer advertisers the opportunity for ownership/exclusivity of syndicated properties, tie in promotions with Sony Latin Artist such as Carlos and Victor Manuel, and turn-key concert tours with top line artist with the ability to cross promote with TV, radio and digital in our markets.”
Fresh ideas are also backed up with strong research. Swed Stone noted the industry marketing studies abound and are released daily—clients crave this information—and creative insight is now requested as part of the mix: “Much more emphasis is being placed on good radio creative –the radio groups and networks can and should do more in this area.”
Ramos agrees, a greater awareness of research that supports ptiches is paramount: “We want to make sure we continue to learn about the Hispanic sports fan and their consumption habits, to ultimately better serve them and our advertisers.”
“At SBS, we typically like to show clients how they would benefit from a multi-platform campaign. We promote true 360 packages that include Radio, TV, Digital, Events and Experiential,” adds Jasin.
Concerts and events
Multiplatform opportunities also tie in concerts and events to engage the audience in a meaningful/exciting way with the advertiser: “Univision is at the forefront of what we have named the Hispanic 2.0 movement – Hispanics who live in a bilingual, bicultural world,” says Davis. “Last year, we launched the H2O Music Festival showcasing culturally relevant artists. At events such as these, our partners are able to activate in a meaningful way and engage on a direct basis with our fan base on the ground. One of the greatest things about local radio and events is that we can engage our audiences and give them the opportunity to experience our radio stations as well as clients’ products and services first-hand.”
“The Hispanic marketplace has been particularly strong in engagement opportunities such as these,” Swed Stone attests. “And clients value the enhanced engagement experiences suppliers can bring in this area.”
While these concerts and events can certainly enhance a schedule, money must be diverted to fund them, Thompson warns. “But if a local market is key to our client, it can be very beneficial.”
MediaVest NYC adds they do spend money on concerts ad events, but they have to be turn-key and “not too complicated.”
The biggest ideas SBS is presenting right now are national concert tours like Ricardo Arjona and Carlos Vives. Jasin says they’ve found that it’s more about the big ideas and creativity that makes clients buy, “because at the end of the day they can buy spots anywhere, but only a few pitch ideas like us at SBS.”
Liberman says with events, they’ve been very successful in integrating advertisers beyond an event banner and promo spot. “We do this by finding ways for listeners to interact with a sponsor/brand before and even during an event in a meaningful way which elevates the experience for the consumer and brings attention to the brand in a relevant manner.”
Mobile, streaming inventory
Mobile display presents a huge opportunity for advertisers and Hispanic Radio networks and broadcasters have expanded their capabilities to provide greater levels of audience targeting across mobile devices. What’s being offered in the way of mobile display and in-stream ads? SBS offers both, says Jasin: “Especially since we have a hugely popular app, LaMusica.com, plus the 21 sites we have throughout the SBS Network of stations.”
There are multiple options merged on the ESPN Deportes radio app that allow in-stream ads. ESPN Deportes Radio’s app will soon merge with the ESPN Radio app, which will allow even greater advertising opportunities across in-stream and podcasts.
Liberman says through Entravision Radio’s mobile websites and content partnerships, mobile display ads give advertisers the ability to pinpoint their Latino audience at a hyper-local level: “We are able to help our advertisers connect with their target audience through one of our six unique radio brands across the country; each delivers a unique segment of the Latino audience. We can build a ‘geo-fence,’ pinpointing consumers within an advertiser’s targeted area and deliver that mobile community only, as defined by the advertiser.”
In addition to traditional in-stream commercials, they create programs with exclusive branded content for advertisers through their online streaming stations–almost half of which are local advertisers–demonstrating the local focus. Exclusive brand content via online streaming stations has also been developed for national advertisers at Entravision.
The Uforia music app and partnerships with industry-leading streaming services will offer partners plenty of opportunity in streaming and mobile placement, explained Davis: “Everything from streaming to banners to video pre rolls will be available as well as the opportunity to create specialty branded stations. We look to be anywhere and on any device our audience looks to consume our content and offer our advertisers the opportunity to reach them in fresh and engaging ways.”
For mobile advertising, GLR delivers the latest news with regards to Chivas De Guadalajara, “we deliver news before kickoff and after each game,” said Gutierrez.
Connecting with the local community through grassroots events is key for ESPN Deportes affiliates. Ramos said they continue to execute local activations at major community and sports events. “These are a very big part of the sales process for our affiliates. A great example of our success is the Copa ESPN in Dallas which we have produced for the last five consecutive years. The event drives approximately 20,000 people every year.”
What about social media?
At Univision Radio, social media was a key driver to this year’s upfront offerings. Davis says they have a dedicated team in place strategizing around these opportunities. “In fact, most of our local talent uses social media themselves to connect with their audiences. We encourage their interactions with the audience because we truly understand that radio is the community’s medium.”
He adds, “I actually believe that radio was the first ‘social’ medium of the pack because when compared to TV or print, radio is inherently a two-way conversational medium. Our listeners can call in, real-time, and talk to our talent. It’s about engagement, engagement, engagement. Our personalities are open to engaging directly with fans on social media and we really leverage this to extend the reach of the Univision Radio brand. With our focus on creating Univision-branded content experiences on all platforms, we will continue to drive engagement and interactivity with our stations, shows and talent across all social media platforms.”
Liberman says social media has been a powerful tool for Entravision Radio stations to connect with audiences. “Our personalities such as Erazno y la Chokolata have highly active and engaging social media sites offering content that augments the listening experience, developing more intimate and trusted relationships with listeners, affiliating advertisers into that relationship.”
As Ramos mentioned, ESPN Deportes’ multiplatform upfront includes social media. “Our audience continues to grow in the social space and we at ESPN continue to use this medium to strengthen the brand. Social fuels ESPN, drives audiences to our platforms and benefits advertisers.”
GLR offers Twitter feeds for news content in the form of breaking news that’s associated with our top of the hour news ‘Minuto 60,’ and they also use Facebook as a social interaction with talent.
Jasin reiterated that because they bundle/package all of the SBS assets and digital/social media is a big part of a client’s campaign.
Says Torres: “Thalia, who has over 4.8 million Twitter followers makes her a social media power house in the Hispanic market. This becomes a unique opportunity for advertisers to reach their target audience though her multiple social media outlets including, Facebook, Twitter and the official website for the Conexion Thalia Radio Show.”
Reach and frequency
From the buyer side, reach and frequency is more important than ever when making buys today. All plans/buys are reviewed for reach and frequency and R/F tools are still a planner’s key measure of a medium’s strength and worth to the overall media plan.
“R&F is as important as ever,” Thompson says. “It is an important tool to define the goals of the campaign.”
Cupajita adds that R&F is especially important to compare differences from year to year.
Entravision Radio reaches 5 million people and 36% of all Latinos in its markets. Their La Tricolor brand reaches 33% of all Latinos in their markets, and the La Tricolor brand share is up by 7% over the past two surveys among Adults 18-49. The José brand reaches 18% of all Latinos in its markets and has experienced an incremental increase of 23% in audience share among Adults 18-49 over the past 18 months. Their El Gato stations reach 13% of all Latinos in their markets, which equates to nearly one million Latinos. The Maria brand reaches 12% of all Latinos in their markets and the format has more than doubled its overall share in the past 18 months.
Entravision Radio also has three stand-alone Spanish brands:
–Super Estrella in Los Angeles: A Hot Adult Contemporary station, reaching over 765,000 Latinos.
–La Nueva in McAllen, Texas: A Regional Mexican music station with a southern Texas flair, reaching 123,000 Latinos.
–Salsa in Orlando: The music of the people in Orlando, the core sound of Puerto Rico and reaching over 131,000 Latinos.
Jasin says the audience has changed to a more mature and affluent one as well as a younger bi-cultural one. According to a Hispanic Market Weekly report, the latest Hispanic radio marketplace reveals two different audiences, a mature crowd for Mexican Regional and a diverse one for Spanish Contemporary, based off of figures from Arbitron’s latest Radio Today report. It examined several Latino formats including Mexican Regional and Spanish Contemporary/Spanish Hot AC, the latter of which were combined for the first time in the report.
With more than 14 million weekly listeners 12+ through 326 rated AM, FM, HD Radio and streamed stations, Mexican Regional remains the most popular Hispanic radio format in the US, though its growth has slowed and its audience is aging. The format’s percentage of listeners 18-34 has dropped from 52% in 2005 to 38% in Spring 2012, while listeners 35-54 have grown from 32% to 41%.
Also, Mexican Regional has the seventh highest proportion of male versus female listeners, 59% to 41%. That said, the percentage of male listeners has declined slightly since Fall 2010.
While Mexican Regional has an older, male-skewing audience, Spanish Contemporary/Spanish Hot AC attracts a very wide demo. In fact, the two formats–combined in the latest Radio Today report for the first time–were the only to claim at least 6% of its audience from each age group examined. That includes listeners 12-17 (6.4%), 18-24 (11.0%), 25-34 (23.8%), 35-44 (22.2%), 45-54 (17.1%), 55-64 (10.4%) and 65-plus (9.0%).
Through the SBS Group/SBS Network of stations, Jasin tells us that they reach 42% of the Hispanic listeners in the US, “which represents about 21 million listeners. That number increases through our other audio channels of digital and mobile.”
ESPN Deportes Radio has been a priority for the ESPN Deportes brand over the last few years in an effort to continue expanding across the nation. The network debuted in 2004 with 21 affiliates, reaching 37% of the market. Today, the network has more than doubled its reach and affiliates. ESPN Deportes’ Spanish-language Radio network now reaches close to 80% of the U.S. Hispanic market via 47 affiliates, the ESPN Deportes Radio app and SiriusXM. ESPN Audio reaches close to 3 million Hispanics every week in both English and Spanish; and about 1.4 MM of this audience listens to ESPN Deportes Radio (source: Arbitron).
Cumulus Media Networks en Español also delivers a variety of national networks designed to offer advertisers more targeted audiences and prime inventory during key dayparts, stated Torres. “These networks are configured to align our audiences’ lifestyle with key advertiser demographics enhancing the return on investment.”
GLR is covers over 86% of Hispanic America with top rated content. “We will be introducing Ana Maria Canseco by Q3 of this year in what promises to be a great radio show, this show will be a two hour show airing Monday to Friday with a national footprint,” says Gutierrez.
GLR’s audience has grown by over 50% over the last three years. They’ve had tremendous success with “Minuto 60” and their soccer programming has taken a leadership role with exclusive Chivas De Guadalajara rights that were recently extended for another four years. GLR is also home to the only exclusive radio coverage of a first division Mexican team. Maria Celeste has also helped GLR grows its station totals.
Univision Radio is expanding its reach to new demos with offerings that go beyond the standard Spanish-language formats, Davis tells RBR-TVBR, “We understand there are plenty of listening choices for our audience so have optimized our listening experience, across platform, on and off line, so they can obtain the most robust experience with us. More than 15 Univision Radio stations ranked in the Top 6 with Adults 18-49 and regularly out-perform the English-language competition.”
He adds, “More and more people are beginning to understand the power of Hispanics in America. This community is 1 in 6 today but will be 1 in 3 by 2050. Univision Radio has amped up our reach given our digital extensions on line and on mobile. App downloads as well as partnerships with industry-leading streaming providers have allowed us to extend beyond our terrestrial reach of more than 16.4 million listeners per week.”
Unduplicated audience
How important is unduplicated audience for network radio buys? Extremely so, because the more unique listeners reached, the more products will move off of the shelves. Radio is a frequency medium, so you want listeners to hear your message multiple times. According to research, the audience needs to listen to advertisers’ message several times to react.
“It depends upon marketing goals,” Swed Stone said. “But generally reach is necessary for impact and effectiveness, so unduplicated audience is something we factor in.”
Liberman notes that it is obvious that an unduplicated audience has tremendous value for advertisers. “If you have a unique audience that no one else can deliver, such as Latinos, it helps advertisers reach new consumers. Entravision’s audience is not only unduplicated but it also exists in emerging markets where most of the growth of the Latino population is occurring, based on the 2010 census. This is an un-tapped group of people that represent potential new customers for advertisers.”
Davis agrees, “Any time you can reach those ‘hard to get’ listeners, you have to take advantage of the opportunity. Univision Radio is uniquely positioned to offer several different platforms, exclusive content and distribution points that generate new audiences.”
Gutierrez says unduplicated audience is very important to GLR. “Our focus is to target radio partners that make perfect sense for our content. GLR’s content counts on specific line-ups for each product.”
Thompson concludes there is a lot of overlap in network radio—a good thing for hitting desired frequency targets. “Although it is difficult to obtain frequency in any one element, frequency can be enhanced because many stations serve as affiliates for more than one network.”
Accountability and stewardship
Accountability means assuring buyers and clients that their spots/campaign ran at the right time on the right stations, and how they correct mistakes if they were made. It’s also the process of how they guarantee ratings goals, spots and dots. It requires operational investments and all companies need to ensure adequate operational relevance for today’s media complexity. Accountability is important because it informs decisions about ROI and performance.
So, how well are the sellers in Hispanic Radio handling accountability? “Entravision employs a system of accounting measures that help assure the buying community that what we commit to airing on our stations through contracts actually airs,” Liberman tells RBR-TVBR. “At the station level, we deliver notarized affidavits with our invoices. The affidavits are tied to actual log times generated by our traffic system for both TV and radio. We are in the process of improving these systems with an integrated proposal system that is electronically connected to agencies and stations. This electronic process will be integrated with our stations traffic system which will eliminate the possibility of human error.”
When it comes to NTR events or promotions, Entravision provides a full recap of all the elements that were agreed to: pictures/video of booth, signage and crowds; audio clips of promos and call-ins. They try to help the client experience the energy of the promotion/event and see how their properties delivered engagement.
“If there is a glitch in the system, it is our policy to notify the client as quickly as possible in order to air any missed spots,” says Liberman. “We recognize how important it is that a client’s spots airs when they order them to air. Our traffic managers are among the best in the business and they work hard on our company’s behalf to earn the client’s repeat business.”
Thompson concurs, “Systems are improving. How well our buy is stewarded definitely impacts the decision as to who we purchase.”
GLR posts out every buy using Arbitron’s Nationwide ratings service and clients can count on us delivering 100% of the performance affidavit’s that they demand, Gutierrez assures.
For SBS, Jasin says that what a client orders, “they know we will deliver, based upon relationship and the trust that we’ve built between their company and ours.”
Cupajita says things could be better in the accountability department. Sometimes it’s a case of finger-pointing when a buy wasn’t delivered as promised: “They blame Arbitron for everything.”
What are buyers asking sellers in Hispanic radio to provide in the way of audience delivery that they may not have in the past? “Stewardship, of course,” explains Thompson. “And we always encourage the networks to arrange their stations into more streamlined (and fewer) elements. There are many elements that have very few available units to purchase.”
Natalie Swed Stone
Responds Swed Stone, “Timely audience data is critical both pre and post buying—so accurate and up to date information on programs, environment, stations, times, etc. With PPM data, so much more is possible and available, particularly with regard to live events.”
Cupajita says she’s simply asking for lower rates, because ratings have declined and CPPs are higher than ever.
MediaVest NYC said Male/Female Composition by daypart, network line ups and coverage by market are the latest requests in their buys.
ESPN Audio continues to work closely with agencies and advertisers to vigilantly track results and manage distribution of commercials via a sophisticated system. This technology was developed by ESPN to better serve advertisers and be more accountable with communication, Ramos tells us.
Sports offerings
Hispanic Radio Networks are very successful when it comes to sports—especially soccer. What opportunities are now available for advertisers who want to be in sporting events? ESPN Deportes has the largest play-by-play offering in the marketplace and they aim to put advertisers in the middle of the action. “In addition to commercial time, one of the unique executions we deliver for advertisers is bringing them into the action by offering them a unique voice during the live games. This is especially effective because messages are verbalized during the event,” Ramos explains.
Oscar Ramos
Univision Radio owns play-by-play rights to numerous pro teams such as the L.A. Dodgers, Chicago Cubs, Miami Heat, and the New York Yankees–as well as several others. In addition, Univision Radio is the Spanish-language radio home of the NFL. Univision America, Univision Radio’s AM network, also airs “Locura Deportiva,” a daily sports news show. Local stations also activate on the local level at several local sporting events.
Gutierrez notes that GLR has always been on the forefront of soccer opportunities for clients. “We offer not just play-by-play, we go much deeper–
in-game mentions, halftime shows, pre-and post-game shows, soccer trips for fans to see Chivas, soccer viewing parties, co-branded t-shirts, caps and soccer balls.”
SBS has made a major investment in the sports arena over the last two years. They currently have Futbol de Primera, Road to the World Cup games, Chicago Bears Football (with more NFL on the horizon), MLS teams of the Houston Dynamo and Chicago Fire. “We also just did a deal with UFC and also work with WWE. These types of exclusive engagement create a great and passionate experience for clients to be a part of in order to activate their brands to these loyal fans,” says Jasin.
Entravision Solutions Network has launched its first network sports property in partnership with Lotus Communications–a one-hour daily soccer show called “Super Gol”. The show is a young, hip sports-talk format and targets the difficult-to-reach Latino male during PM Drive. The network soccer content has great synergy with Entravision Solutions’ overall sports offerings on the local side, “Given that our rep firm (Entravision Solutions) represents the largest number of ESPN Deportes and Futbol de Primera affiliates. Sports are definitely an important part of Entravision’s overall offering.”
Attending Industry Events
What industry events to buyers and sellers show up to, such as The ANA? Here’s the short list:
Davis: Univision Radio President Jose Valle sits on the NAB Radio Board and is quite active with several other organizations spearheading the radio movement. We are also very active in industry conferences such as the Latin Billboard conference, the RAB and many other local and national organizations.
Gutierrez: We always have a presence at the ANA, we are also very active with AHAA, the NAB and Radio Ink.
Jasin: AHAA, Radio Ink, RAB/NAB, ANA, Chamber, Ad Council
Torres: AHAA Conference, Radio Ink, ANA
Ramos: ESPN Deportes has a presence across all major trade events in the marketplace including ANA, AHAA, Hispanic Radio Ink, etc.
Liberman: Entravision has been a regular participate or sponsor in several industry events including the ANA Multicultural Conference, Radio Ink Convergence Conference, Hispanic Radio Conference, AAPC, Hispanic Retail 360 Summit and the annual NADA Convention.
