While most think of the annual Network Radio Upfront being held in September and October, the Hispanic Radio Upfront has been held in May, prior to the television upfronts. For eight years Univision Radio has been hosting a radio upfront concert event in NYC. About 2,000 of the general market and Hispanic buyers and clients that are in town show up. Many of the other players in Hispanic Radio are also hyping product in May as well now. Some are holding events; others more intimate presentations. Here, we feature some of those networks and broadcasters that participated in the Hispanic Radio Upfront season, as it’s being dubbed.
Focus 360llc/HRN: Strong Reach and Frequency for the Hispanic Radio audience
Hitting the target: Dave Logan, Director of Focus 360llc/HRN (Hispanic Radio Network) and Clark Logan, National Sales Manager of Focus360llc/HRN, spoke to RBR about the strength, growth and varied content offered with this 200 station-deep network.
Tell us some of the details about what Focus360 is doing for Hispanic radio and its clients.
DL: Clark joined us six months ago before that he had been with Televisa Publishing for three years prior. Focus360 is making great strides creating media vehicles to effectively reach the Hispanic market through our radio network and custom programming. Focus 360 has created this strong radio network. The network generates 3.0 GRP and delivers a four week R&F of 30 against the 18-49 Hispanic market. Additionally the network’s 200 stations deliver in depth coverage of the smaller and the emerging Hispanic markets.
CL: We’re important to our clients because if you’re Chrysler, Walgreen’s or Wal-Mart you need this in-depth coverage as they have properties all over the country. The deal with Hispanic media is more specific broadcast coverage is located in the top 25 markets. Not everyone has depth in markets 26 and above except for us because we work with independent groups, “Hispanic-Owned Groups”. We also have another organization called GLR that we have combined forces with.
Grupo Latino Radio, right?
CL: They’re a major player and because of the partnership we’ve really been able to explode onto the scene. GLR has seen the need for covering more than just the Top 25 DMAs. Of course they’re in Los Angeles, New York, Miami like everybody else, but they’re also in Oklahoma City and Boise, Idaho.
So that’s really coming to the forefront and marketers are becoming savvier to the fact that they have to reach these other markets to move product and that’s what we offer on our Focus 360/HRN, Hispanic Radio Network.
DL: There are two basic ways we sell our product. First we simply sell announcements on our 200 stations. For example a schedule of 16 announcements per week calls for a schedule that rotates the advertisements through Focus 360’s HRN’s four key departments. Secondly we sell programming. Currently we have programs with individual lineups that cater to various audiences, for example we have separate networks that deliver targeted programming a la News, Sports, Entertainment, Music and Health that advertisers’ request.
We attended two upfronts, Mega-TV and HITS. For the Univision Radio upfront, we hear attendance was in the thousands and they had the Marc Anthony play. I think it’s always extremely well attended. It’s a great party!
This year several key general market agency media planners where invited to the Hispanic up fronts. This was an excellent idea as it exposed the planners to these first class Hispanic presentations. That will help us expand the interest in the Hispanic marketplace. Getting back to us we have a hot sports show that I will let Clark give you the details.
CL: This is an exclusive program that we have through our partner GLR. It’s Chivas Guadalajara. Chivas is by far the hottest sports program coming out of Mexico into the US. Everybody will talk about their different soccer packages and all their national teams and organizations, but Chivas is the number one Mexican soccer product.
Chivas is the most successful team in Mexican Soccer History with 11 Championships. They are also made up of Mexican-born players. They do not scout from other parts of the world. These players are born and raised in Mexico. As a result Chivas is “The team of the people”. That’s a very important piece. They’re based in Guadalajara. The next tournament we air begins July 27th and it runs right through December 17th and picks up again January ’09. What GLR has been able to do is sign 74 radio stations, but that number is growing. We may be as high as 100. Keep in mind this is a totally separate network than our Focus 360/HRN, this is dedicated solely to Chivas.
Once announced that Chivas was going to GLR, they were able to put the network together in a matter of weeks. The calls just started coming in from Hispanic affiliates and again not just the top 25 DMA but going very deep with independent Hispanic Radio stations that understand the strength and the importance of Chivas and wanted to be a part of it. It’s a very powerful tool and anyone of our competitors will absolutely tell you whoever has Chivas is very fortunate.
DL: One other comment we should discuss is the acculturation of the Hispanic marketplace and its impact on radio. We’ve noticed major market radio groups are programming Hispanic music on their stations while their on-air talents are all speaking English plus they want the commercials to be English.
CL: They’re going to see how it works because acculturation is the “next step” but the obvious answer is that even though acculturation is on the rise Spanish dominate buys are coming out of agencies. I think the short answer is companies are just not there yet. They just put their hands around Spanish dominant and they’re figuring out how it works and they’re learning that they have a lot more choices in this growing space.
Exclusive properties boost GLR clearances, ad sales
By Luis Gutierrez, GLR Networks President
Exclusive properties and an overall stronger programming geared to the interest and daily lives of the Hispanic community have helped GLR Networks (Grupo Latino Radio) attract many new stations and advertisers in 2008. We have acquired exclusive five-year radio broadcast rights to top Mexican soccer team Chivas de Guadalajara’s games for the United States. This acquisition reinforces GLR Networks’ coverage of Mexican 1st Division Soccer matches and compliments our six other Mexican first division teams. We have also brought the CHR /Pop countdown show “40 Principales” after proven success in our stations in Latin America and Spain. The President of the American Cancer Society Dr. Elmer Huerta – the first-ever Latino physician that takes the rein of the prestigious organization in its history – joined GLR Networks to host, “Cita Con El Doctor”, a live 1-hour health-topic show that looks to answer our listeners’ questions and health concerns, all while helping our community. Our flagship newscast service, “Minuto 60” has experienced even further growth, with a national AQH rating of a .9 reaching over 3,390,000 AD18-49 daily with an extensive market reach of 100 DMA’s.
Besides our success in affiliating our shows to radio stations nationwide, a new 24/7 syndication of our W Radio News/Talk format has opened the way for GLR’s further expansion, and it proves our commitment to increasing our radio presence in the United States, just as our group has grown to become the most listened to radio network in the world with 29 million daily listeners in 17 countries.
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Futbol de Primera announces upfront
Fútbol de Primera will unveil its 2009 and 2010 Radio Programming line-up in San Diego, California prior to the Mexico vs. Argentina match to be played on June 4th, 2008 at Qualcomm Stadium.
Fútbol de Primera is the exclusive Spanish language radio broadcaster of the FIFA World Cup South Africa 2010, the Mexican National Team and Concacaf World Cup Qualifying matches, among other radio properties.
Andrés Cantor, Fútbol de Primera’s Chairman, will announce the company’s latest rights acquisition and will be accompanied by major soccer personalities.
Bob Pantanini, EVP/Sales, who will present Fútbol de Primera’s line-up during the Upfront said, “Our content is unsurpassed in the Hispanic Market and we want our advertisers to be excited at the many opportunities and special programs we can create for them.”
Fútbol de Primera is the official U.S. radio broadcaster of the 2010 and 2014 FIFA World Cups, and the official radio broadcaster of the Mexican National Team. In addition, Fútbol de Primera broadcasts the World Cup Qualifying Tournament, the Mexican League Game of the Week, Copa Libertadores, Copa Sudamericana and the Torneo Interliga.
FDP also produces a 24-hour Spanish-language sports channel on XM Satellite Radio called XM Deportivo (channel 147).
Univision Radio signs multiple sponsors for concert event
Univision Radio offering listeners from across the nation the opportunity to experience a private and intimate concert by international superstar Marc Anthony. Lucky winners of a nationwide Univision Radio Listen-to-Win sweepstakes will receive a VIP getaway for two including airfare, ground transportation and accommodations, to see Marc Anthony perform live at Gotham Hall on 5/12. Univision Radio’s national partners for this exclusive sweepstakes and concert performance include Dentyne, Burger King, State Farm, RadioShack and AutoZone.
Hispanic Radio…It’s Time To Get On Board
By Barry Fischer, General Manager, SBS-Interep
“It’ll be easier to board this train now while it’s in the station rather than trying to jump on as it speeds away.”
“Catch the wave before it passes.”
“Buy your ticket to this game now before it gets much more expensive due to demand.”
“You’re missing the boat.”
Shame on us…sellers of Hispanic radio.
Shame on us for veiling the message in the clichés above, among many more.
Shame on us for not shouting out as loudly, directly, and firmly as possible to any advertiser and marketer the real true, poignant, and powerful message…that NOT UTILIZING HISPANIC RADIO IS SIMPLY A BAD BUSINESS DECISION!
There is no time to beat around the bush. Jeez…even the politicians have realized it…Hispanics will sway the vote.
Now it’s time for businesses, advertisers, agencies, and trendsetters to realize the same thing…that the Hispanic “vote,” and in this case I mean the “vote to purchase product,” will move the revenue needle for their companies.
Inasmuch as we sellers have used clichés, the same “shame on you” might be directed towards those who are purchasing media, whether advertisers directly, or agencies on their behalf. We hear:
“We don’t have Hispanic creative.”
“Our client doesn’t have the infrastructure to properly handle with Hispanic consumers.”
“We’re repeating the same strategy or buy as last time. We’ll consider Hispanic next year.” (wow…we wonder why we don’t see increased sales???)
“Hispanics don’t index high enough or meet our qualitative parameters.”
Now, I guess I should clarify; This is not a piece directing criticism at any specific party. Instead it could be considered a big collective, “shame on all of us.” If it serves as reminder that we all bear responsibility, ultimately, to the success of a campaign, to move the needle for the advertiser, than that is great. If it serves as an impetus to productive, collaborative, and earth-moving discussions, then even better!
Now, some facts…and of course, some commentary!
U.S. Hispanics currently comprise 15% of the U.S. population, are primarily U.S. born (2nd and 3rd generation), are growing at a rate that far exceeds that of white non-Hispanics, and will nearly double in population in the next 12 years (from 45 million now to 80 million projected in 2020)….Call me crazy, but if I were a business owner or advertiser, I would simply see a lot of potential consumers.
The U.S. Hispanic population is still relatively concentrated in terms of geographic location, so they can be “micro-targeted” rather easily. Advertisers can reach nearly 80% of U.S. Hispanics in the top 15 Hispanic markets…and we can also identify strong emerging markets rather easily.
In terms of micro-targeting, it can be further simplified…U.S. Hispanics spend nearly half (49%) of their “media time” with Hispanic radio! And, Hispanic radio reaches an astounding 96% of Hispanics 12+ in the U.S! The ability to “laser focus” your message on Hispanics is actually very simple.
U.S. Hispanic families are younger and larger than the U.S. national average…representing more potential for advertisers to establish a brand loyalty among a larger group of consumers.
Language “preference” does not equate to language “ability.” Although 80% of U.S. Hispanics learn Spanish as their first language, 70% of them comprehend English and are bilingual…so the argument that advertisers are not equipped to “speak” to Latinos should be tossed out the window…talk to them in English if need be…just don’t ignore them!
Although U.S. Hispanics are largely bilingual and comprehend English, it has been shown that ad recall is higher when commercials are presented in Spanish. That said, nearly all Hispanic broadcasters offer translation, or better yet, “trans-creation” of spots to make them relevant in the prevalent dialect of station listeners (Mexican Los Angelenos, Cubans in Miami, Puerto Ricans in NY, etc.)…why not take stations up on their offer and invite their listeners through your business’ doors?
U.S. Hispanics currently possess a collective buying power of $864 BILLION, and are projected to eclipse an astonishing $1.2 TRILLION in just the next 2 years! (By the way, that’s U.S. dollars, not pesos or euros…and last I checked, billions or trillions were both huge numbers and U.S. dollars are green no matter who is using them to pay for your products!)
The U.S. Hispanic economy, if viewed as it’s own “country,” would rank as the world’s 3rd largest Latin American economy, behind only Brazil and Mexico…but ahead of Argentina, Venezuela, Columbia, Chile, Peru…so if you are selling your product or service in those countries, why not sell it to the Hispanic consumers in the U.S?
Lastly, regarding the argument that Hispanics “under-index” on qualitative surveys…besides the factual disproportionate response rates on those surveys by minorities, I would add an emphatic, “Who cares???” When did a household income of $100k+ become the benchmark for “has the ability to buy soft drinks, fast food, clothing, or a movie ticket?”
Of course, I oversimplify that last example, but the point is that these artificial barriers are thrown up frequently, my guess to conceal a lack of understanding of the Hispanic audience. As long as sellers are responsible and honorable, they will educate their buyers and pitch for appropriate business. I’m not suggesting we pitch our 18-24 year old targeted station on a “business travelers who stay in $400+ per night hotel rooms” buy. But, by and large, most products are totally appropriate for this Hispanic audience, and we need to come together and bridge this divide.
Again, this article is not a criticism. It just sheds some light on the challenges we face collectively in the Hispanic radio environment, some of the opportunities our audiences represent for advertisers, and some of the cold, hard facts…and I believe they are quite impressive.
So, if we can all take that proverbial look in the mirror and then collaborate in direct, honest, creative, and idea-generating dialogue, just think at the potential advertiser success that we can achieve. Let’s turn the “shame on us” corner and start making those very good business decisions…juntos (together)!
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ABC Radio Networks en Español’s Latina Power
ABC Radio Networks en Español is a recognized leader in Spanish-language radio averaging more than eight million listeners per week and providing an array of programming and advertising opportunities to reach the Hispanic community. The network is adept at reaching out to the Latino market and has developed specific programming geared to reach this booming market segment. With access to more than 140 stations in the United States and 86 percent coverage of the Hispanic DMAs, ABC Radio Networks en Español has established itself as a driver in the platform, which is arguably the fastest growing sector within the radio industry.
In the last five years, there has been an influx of mainstream media companies entering the Hispanic market. So what sets ABC’s radio portfolio apart from its competitors? Simple answer. The power of our Latina brands. Passionate. Powerful. Influential. That’s how listeners define Maria Marín, Thalia and María Celeste. Each are established megabrands that connect advertisers to one of the most influential consumer groups in the country – the more than 21 million women in Hispanic households. These Latinas are a lucrative audience for planners and buyers as the group is historically more receptive to advertising and marketing than non-Hispanic women. Latina Power represents the opportunity to inspire and entertain listeners through dynamic voices. And with a presence in 29 of the top 30 Hispanic DMAs and the only Hispanic RADAR rated network – Hispanic Advantage Network – ABC Radio Networks en Español is the clear choice for advertisers looking for the most viable path in targeting today’s Hispanic audiences.
Tu Vida Es Mi Vida con Maria Marín
Female Empowerment. That’s what Maria Marín represents to her growing army of loyal listeners. A celebrated journalist, author and motivational speaker, Maria has a responsive audience because she changes lives. Hosting the only female empowerment show on music radio today, she is redefining the landscape of the previously male-dominated Hispanic radio. Already airing in Los Angeles, New York and Miami, Maria’s infectious brand of broadcasting is quickly gaining affiliates in new markets.
Maria’s weekly column, Mujer Sin Límite (Woman Without Limits), is published in Spanish-language newspapers in the top Hispanic markets each week. She also writes a monthly article for People en Español and is in constant demand on the motivational speaking circuit where she delivers her unique message of empowerment and inspiration for Hispanic women. This is her true connection with her listeners-that they can overcome any odds to achieve things in their lives they did not believe possible. There is no one else on radio today providing this message of personal growth and belief in oneself to Latinas…and her audience loves her for it.
Additional accomplishments for Maria include being named Latina Woman of the Year by the National Latina Business Women Association, Entrepreneur of the Year by the Latin Business Association and the award for Latina Excellence from the Hispanic Women’s Corporation. These are selling points that further reinforce her category expertise.
Conexión Thalia
She is one of the most recognized international pop recording sensations with more than 12 million albums sold worldwide. She is a highly regarded actress in her native country of Mexico. She is an accomplished businesswoman with her own fashion line. She is Thalia. All facets of her popularity come together in her weekly two-hour show covering topics from celebrity gossip to music trends and fashion and enjoyed by millions of fans. Conexión Thalia airs on 25 on stations in the U.S. including the top five Hispanic markets and is the top ranked show among Hispanic women 25-54 in New York.
The hot streak for Thalia just doesn’t seem to cool down either. She was recently featured in People en Español’s 50 Most Beautiful issue for the second year in a row and her new album “Lunada” is being released in June, 2008. The pop diva draws the biggest names in Latin entertainment as guests on her radio show, which in March celebrated its one-year anniversary with a Times Square bash sponsored by Pontiac and co-branded by several other top advertisers including JCPenney and Farmers Insurance. Conexión Thalia seems to be hitting all the high notes. And the fact that she consistently ranks among the top female Hispanic influencers is a clear benefit for marketers.
María Celeste – Celebrating The Healthy Life
The New York Daily News has referred to her as “one of the most dynamic and well-rounded communicators today.” María Celeste is an Emmy award-winning news icon known for her role as a Telemundo anchorwoman. She delivers her short-form news vignettes, which cover a wide range of family health topics, in an easy, approachable manner. Her wide recognition by the U.S. Hispanic community makes her the perfect voice to bring her message of health and wellness to the millions of listeners that are eager for such content on Spanish-language stations.
ABC Radio en Español Delivers
It’s no secret that Hispanic consumers have created a significant shift in media and advertising. And with a steadily growing number of the U.S. population falling in the Hispanic segment, finding the right vehicles to maximize marketing reach and appeal will become increasingly more vital. ABC Radio Networks en Español has those vehicles in place and is ready to deliver for your clients.
