Radio

1
(No Transcript)
2
Could you profit by growing your potential
customer base by 33?

• Theyre here. Theyre available. You just arent
  speaking to them. Yet.

3
25 of the Los Angeles 12 population speaks
primarily Spanish at work, at home, and/or in
other social situations.

• Is your advertising effectively communicating
  with only the other 75?

4

• There are over 35 million Hispanics living in the
  United States
• and most of them live here.

Source U.S. Census 2000, State County Quick
Facts.
5
Los Angeles is the 1 Hispanic Market in The
United States

• There are nearly as many Hispanics in Los Angeles
  as there are people in Miami (3,817,600).

Top Ten Hispanic Markets in the U.S.
Population in Millions
Source Strategy Research Corporation, 2000,
adjusted to Census 2000 data.
6
LA is one of the fastest growing markets in the
nation and the source of that growth is
Hispanics.
-3.0
22.5
-23.2
38.1
Source U.S. Census, 2000, Total Population,
DMA..
7
What does L.A. really look like?
Source U.S. Census 2000, Sales Marketing
Management 2000, and LA Times 1998, DMA.
8
The impact of this growth on the L.A. Metro is
that Hispanics encompass a major portion of all
key demos.
Hispanic Hispanic Population of Total
Population Teens 12-17 1,240,717 51.6 Persons
18-34 1,625,758 48.1 Persons 18-49 2,731,482 42.9
Persons 25-54 2,270,609 39.0
Source Arbitron Winter 2001 Los Angeles Metro
Universe Estimates, Hispanic P12.
9

• Hispanics are largely the majority in the LA
  Market.
• Their explosive recent growth means a strong
  cultural connection to their roots exists.
• Should this impact your marketing strategies?

10
Hispanics Have Larger and Younger Households than
Non-Hispanics
Their buying needs are different from the general
market. A great marketing opportunity!
Source U.S. Census, 1990
11
Los Angeles Hispanics Have Money to Spend
Source Simmons Hispanic 2000 (Pop), LA Media
Market.
12
Los Angeles Hispanics are major consumers
2000 Hispanic Consumer Spending Forecast Los
Angeles DMA ( Billions) Billion
Billion Mortgage/Rent 14.9 Food Away From
Home 3.8 Other Services 11.4 Other Vehicle
Expenses 3.0 Medical Services 10.6 Telephone 2.2 F
ood at home 10.2 Gas Motor Oil 2.1 Other
Durables 5.6 Other Apparel/Services 1.5 Household
Furnishings 5.5 Personal Care Prod/Serv. 1.4 Cloth
ing 4.5 Alcoholic Beverages 1.3 Vehicle
Purchases 3.9 Footwear 1.0
Source DRI/McGraw Hill, 2000.
13
If not, you need to consider these facts.
Are you getting your fair share of this enormous
market?
14
Spanish language is an effective way to reach
Hispanics.

• 42 understand advertising best when it is
  presented in Spanish vs. English (21).
• 31 prefer advertising in Spanish vs. English
  (21).
• 30 find Spanish language ads most persuasive vs.
  English (20).

Source Strategy Research Corporation, 2000.
15
What of your target is Spanish dominant in
choice of language?
Source Arbitron, Summer, Spring, Winter 2001 and
Fall 2000, Los Angeles Metro.
16
65 of L.A. Hispanics Prefer to Speak Spanish
90 of Los Angeles Hispanics learned to speak
Spanish first!
Language Personally Prefer to Speak Source Los
Angeles DMA Scarborough Report 1999 (Aug 98
July 99), P18 Strategy Research Corporation 2001
17
Why do Americans abroad watch CNN and buy
English-language newspapers?

• People always do these in their native tongue
• Think
• Count
• Pray
• Swear
• Make love

If you need them to do any of these activities,
make it easier on themspeak the language they
learned first. Dr. Esther Wagner Professor of
Languages, Pitzer College 1975
18
At any given time, 24 of radio listening in Los
Angeles is done on Spanish language stations.
Source Arbitron Winter 2001, Adults 12 Shares,
Monday-Friday, 5am-8pm, Los Angeles Metro.
19
Radio is gaining an even greater share of the
media time of the average Hispanic in L.A.
Overall, are you spending more or less time?
Source April 2000 Edison/Arbitron Research,
L.A. Metro Market, Hispanics 12
20
What else do we know about the Hispanic market
and how to reach them effectively?
21

• There are now three sure things no matter what
  your language of preference in LA
• Death
• Taxes
• Traffic

22
Do you usually travel to your primary job by car
or truck?
Most working Hispanics go to and from work in an
auto or truck.
Base Hispanic employed full time or part time
Source April 2000 Edison/Arbitron Research,
L.A. Metro Market, Hispanic.
23
Do you drive your own car to work, or ride in
someone elses car?

• At least 86 of all Hispanic L.A. commuters are
  alone in their cars.

Base Hispanics who travel by car or truck to work
Source April 2000 Edison/Arbitron Research,
L.A. Metro Market, Hispanic.
24
At what time today did you first get in a car or
truck?

• 41 of Hispanics get up before 6am.

Base Hispanics who took a trip that day
Source April 2000 Edison/Arbitron Research,
L.A. Metro Market, Hispanic.
25
At what time today did you first get in a car or
truck?
Hispanic habits dont always match the general
populations.

• Only 13 of the total market gets into the car
  before 6am.

Base Total Market who took a trip that day
Source April 2000 Edison/Arbitron Research,
L.A. Metro Market
26
Hispanics time spent with radio in the car is
increasing.
Are you listening to the radio in your car more
or less than you were one one year ago?
Hispanic
Source April 2000 Edison/Arbitron Research,
L.A. Metro Market, Hispanic.
27
About Quality Time...

• The average Hispanic 12 in Los Angeles spends
  one hour and 18 minutes each day listening to
  radio in a carusually alone.
• They spend a total of 3 hours and 45 minutes
  listening to the radio each day.
• The average Hispanic makes an average of about
  3.1 driving trips each dayto go to work and to
  go shopping. Get to them when they are deciding
  to buy and can drive to your store.

Do you often spend over an hour a day with
someone you care about?
Source Arbitron Fall 2000 Los Angeles Metro
Ratings, Monday-Friday, 530A-10P, Hispanic P12.
April 2000 Edison/Arbitron Research.
28
What have advertisers discovered?
29
Joe Diaz, Store Manager of Sears Boyle Heights,
knows the difference a language can make.

• 99 of our store employees are bilingual. Our
  customers speak Spanish by choice. Even though
  our customers have been assimilated in this
  country for years, they choose to speak Spanish.
  A customer is not as apt to purchase as much if
  he or she cant communicate freely. I speak
  Spanish so our customers feel that I can
  understand their needs.

30
Universal City Nissan is ranked 5th for new-auto
dealerships with 222.9 million in revenues for
1999, up 44 from the previous year.
31
In recent years, studios have discovered that
targeting bilingual Latinos through advertising
and promotion in Spanish is critical, but showing
the movies in Spanish may not be. Los Angeles
Times, January 9, 2001
32
Marketing Census data will help retailers,
advertisers and credit card companies court this
rapidly growing population. Los Angeles Times,
June 11, 2001
33
In an effort to woo Hispanic viewers, CBS The
Bold and the Beautiful on May 28 became the
first daytime drama to offer a Spanish-lingo
audio feed. The show also said it would introduce
Latino characters, including celebs from the
Latin American music and telenovela worlds. Daily
Variety, June 12, 2001
34
The time has come
To make sure your message is understood,
welcomed, and accepted by all the people in the
Los Angeles market.