Using Media to Communicate with Latinos. David Villalpando

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1 Using Media to Communicate with Latinos. David Villalpando

2 Seattle Portland Yakima Mejores oportinidades, mas trabajos, etc.: Facil de llegar, Interestatal 5. Vuelos directos desde Guadalajara/Ciudad de México en la Aerolínea Mexicana y Aeromexico. Acceso por mar por los Puertos de Portland, Vancouver, Tacoma y Seattle. Fácil conexión con tres de los mercados mas importantes de Noroeste: Pórtland Yakima Seattle

3 Portland DMA Hispanic Composition Cuban 1% Rican 2% Other 7% Composicion Hispana en Portland Mexicanos 79% Puertorriqueños 2% Cubanos 1% W Otros 18% Mexican 85%

4 Desde el 2002 hasta el 2007, 24% del crecimiento demográfico en Portland es Latino No-Hispanos 71% Hispanos 29% Es un Mercado emergente con un rápido crecimiento, aproximadamente 1 en cada 3 nuevos residentes en el Mercado de Portland somos Hispanos! Fuente: 2000 US Census, Claritas, 2004 Nielsen

5 Portland Hispanic Households are Younger and Larger Median Age Hispanic HH Non-Hispanic HH Household Size Hispanic HH Non-Hispanic HH A larger home increases the need for more goods and services Homes with Kids Hispanic HH Non-Hispanic HH 55% 33% Source: Nielsen Universe Estimates, 2003, 2003, 2004 Hispanic TV Households by Language Strata, based on Nielsen s new language definition as of 12/30/02

6 74% of Portland Market Hispanics Speak Spanish at Home! 74% de los Latinos en Portland Hablan español en casa! Hablan Espanol 74% Hablan Ingles 26% Source: Nielsen 2003 Universe Estimates by Language Strata

7 Print media Mi Gente

8 AM Radio 880 AM Dallas, OR. 940 AM Woodburn, OR AM Portland, OR. 660 AM Eugene, OR.

9 FM Radio 95.1 Woodburn, OR Radio Woodburn, OR Portland, OR.

10 Television Cable systems. Azteca America. Telemundo. Univision Portland.

11 Your Connection with the Latino Community

12 Cultural Ties to the Community: Reaching More Latinos! Univision is a local broadcast affiliate. All locally placed commercials will be viewed on cable TV, over the air and all Satellite systems. Cable TV coverage includes all major Portland region cable systems. Spanish language commercials will be seen across the entire Portland/Vancouver/Salem metro area. Spanish Language is the Key Link to Hispanic Culture

13 Channels 47 Channel 16 Channel 31 Channel 31

14

15 Media influence:

16 Audience Statistics Radio Spring Arbitron: El Rey total 7 day week audience is about 100,000 different people. TV Hispanic Market Weekly, 8/21/08: Univision was the number two audience in the US for Adults and Adults 18-49, behind NBC Olympics, for the week of 8/11. Al Diablo at 8pm averaged 21.4% of Hispanic Households for the week. Fuego en la Sangre averaged 19.9% of Hispanic Households for the week at 9pm. TV Hispanic Market Weekly, 5/22/08: Al Diablo averaged 20.8% of Hispanic Households M-F. Fuego averaged 20.5% M-F. For English TV viewed in Hispanic Households that week American Idol was the number one show on Wednesday, reaching 6.1% of the households. American Idol on Tuesday was the second largest English TV audience for Hispanics, reaching 5.5% of households. Conclusions Clearly Univision programming has far more viewers than English TV in Hispanic Households. Taking Univision s national HH percentages we can calculate how many people watch Univision programs in the Portland Metro Area like this: 21% of all HH watch Al Diablo, national ratings. 21% of 350,000 Latinos in the Portland Metro Area equals 73,500 people watching KUNP/Portland at 8pm. Every night. Five nights per week. In one single one-hour program. Over 5 nights this single program on KUNP will deliver as many different people as El Rey, the #1 station in the market, delivers in an entire week (7 days, 24 hours per day). Another program, Fuego, reaches 20% of the people. Every night M-F at 9pm. In Portland that is 70,000 people each night. This one hour program alone probably reaches more different people in a week than El Rey reaches in an entire week, 7 days, 24 hours per day. Clearly Univision in Portland reaches far more Hispanics than any radio station.

17 Muchas Gracias! David Villalpando (503)

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