Friday, November 13, 2009

Latino Media in the Seattle Area

This just in - a study of Seattle-area Latino adults and their Spanish-language media consumption by Portland's Rojo Research illustrated a clear preference for Univision.

In fact, Univision earned 67% market share, followed by KDDS 99.3 FM – La Gran D which saw 42.7%. Note that I'm not sure whether they were measuring actual consumption of the local Univisión affiliate (over-the-air) or the national network channel.

The study involved traditional media (versus online). In May, Rojo Research interviewed 485 Latino households in King, Pierce, Snohomish, Skagit, Thurston, Kitsap, and Island counties for a 58-question, 22 minute study. More than 33,200 households were contacted; 55% of participants preferred to respond in Spanish.

The Top 10 Seattle Latino Media Ranking according to this 2009 Rojo Research study:
  1. Univision
  2. KDDS 99.3 FM - La Gran D
  3. Telemundo
  4. Spanish-Language Outdoor Advertising
  5. TV Azteca
  6. KKMO 13360 AM - El Rey
  7. KTBK 1210 AM - Ke Buena
  8. Sea Latino Newspaper (now defunct)
  9. El Mundo Newspaper
  10. La Raza del Noroeste Newspaper
Latino media consumption is based upon a 7-day cume for TV and radio, a 4-edition cume for weekly, bi-weekly, and monthly publications, a 6-month cume for business directories, and a 4-week cume for outdoor advertising. The researchers captured over 400 data points on local media consumption, purchasing plans, shopping behavior and personal demographics. Seattle-area Hispanic media will leverage the data to highlight the value of their offerings, and be able to better justify a return on investment for their advertisers.

This is it, folks - if your company or organization wants to benefit from the patronage of our Hispanic population, please consider getting involved in Hispanic marketing now while rates are at an all-time low and your message will shine bright! Once the 2010 Census data is out, Hispanic media rates and availability will change forever. Make sure your brand is the one Latinos are thinking of, starting NOW.

Imagine: Your brand can be the category leader for the largest minority and the fastest-growing population here and nationally.

And, of course, we can help. Call me at 206-621-2185 and let's talk!