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Not all Hispanic stations are created equal

February 24, 2009

Spanish is Spanish. But when it comes to making a buying decision to place media on a Spanish language radio or TV station, be careful. Not all Spanish stations are created equal.

Just like in English: you have many formats such as rock, country, pop, and you have formats within formats like, modern rock, classic rock, alternative rock, album rock.   And in TV, each of the major networks has a certain nuance to the audience that watches them.

In Spanish you have the same factors coming into play. With more and more formats developing in radio and TV, you have to be careful where you buy.

The format of the station you choose for you media buy will have a significant impact on the success of your campaign, well beyond the numbers. Whether it’s radio or TV, make sure you understand the psychographic profile of the listener and make sure it is the right target for your product or service.

Don’t be fooled by the numbers. Focus on understanding and selecting the right listener or viewer and your campaign will be a success.

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2 Comments leave one →
  1. February 24, 2009 4:19 am

    Thanks Cesar for your post. I have a question for you, what steps do you think a marketing professional or business owner should take when choosing Hispanic media in general? You mentioned about checking the profile of the Hispanic audience being targeted but, what other things should be considered for choosing the right vehicle?

  2. Cesar Rincon permalink
    March 25, 2009 5:36 am

    All media have strengths and weaknesses. Depending on what the goals are for a specific campaign for a specific advertiser, each media can be more or less effective. For example, if you are trying to reach blue collar hispanic males, Spanish radio (particularly Regional Mexican) can be a great medium because of the high at work listenership in construction sites, factories etc. If you are trying to reach stay at home moms with kids, daytime TV can be great. If you are trying to reach Sports fans, TV game broadcasts, or sports talk radio can be great. And of course there are many areas in which print, outdoor and other media can be used effectively as well.

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