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:
- KDDS 99.3 FM - La Gran D
- Spanish-Language Outdoor Advertising
- TV Azteca
- KKMO 13360 AM - El Rey
- KTBK 1210 AM - Ke Buena
- Sea Latino Newspaper (now defunct)
- El Mundo Newspaper
- La Raza del Noroeste Newspaper
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!