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San Diego

 How San Diego and Tijuana Media are looking....
Abstract/Summary from: Marketing Y Medios,  October 01, 2005  by Aimee Deeken

"Recent immigrants aren't used to a daily paper and it being delivered to them," says Mary Beth McCabe, president of San Diego-based Hispanic media agency Sun Marketing. "A bestseller [in Mexico] is 100,000 to 200,000 copies."

San Diego's proximity to Mexico has created a complex and unique media market, with several of the TV and radio stations that broadcast to its residents actually based across the border in Tijuana. The broadcasts are so pervasive that Nielsen Media Research and Arbitron include the Mexico-based TV and radio stations, respectively, in their ratings.

Though Nielsen considers San Diego the 11th largest Hispanic market in the nation, local media execs and advertisers know better. To not count Tijuana is to "really miss a huge part of the picture," says Ricardo Astiazaran, UniRadio general manager and CFO. San Diego has 900,000 Hispanics, 29.6 percent of the resident population, according to BIA Network. But another 1.6 million Tijuanan consumers cross the border to spend more than $3 billion annually in the market, making the San Diego/Tijuana region the third-largest U.S. Hispanic market and setting the Hispanic population at 56 percent, according to the San Diego Ad Club.

Given that 84 percent of Hispanics in the market are of Mexican origin, Regional Mexican is commonly the chosen music format. Univision's Regional Mexican KLNV-FM is the leading Spanish-language station, drawing a 4.2 in the spring 2005 Arbitron book and ranking fourth in the general market. It is well ahead of second-place Hispanic station, UniRadio's XHTY-FM, Mexican Regional, which received a 2.0 (No. 21 in general market). Univision's other station, KLVQ-FM Spanish Contemporary, ranks 22nd in the general market with a 1.7.

However, because Arbitron does not survey Tijuana's residents, radio ratings are hotly contested. "If you combined [XHTY's] Arbitron ratings with its number-two ratings in Tijuana, it is by far the number-one station in the market," says Astiazaran. "We see both markets as very important, and we have San Diego clients who recognize both markets."

Spanish-language television offerings vary significantly within San Diego County's three sections: South Bay, San Diego metro and North County. In South Bay, closest to the border, residents can receive multiple Mexican stations via over-air broadcast, including the country's two area Televisa stations and two TV Azteca affiliates. Such choice and accessibility may explain why South Bay has only 50 percent to 60 percent cable penetration, by Cox Communications estimates, compared with the San Diego DMA's 83 percent penetration, according to BIA Network.

XEWT gives U.S. stations the most competition, often ranking second (behind Univision affiliate KBNT-CA) in many dayparts and demos. Last July, the station tied with KBNT in the 10 a.m. to 4 p.m. daypart among adults 18-49 with a 1.1 rating. In prime time (7 p.m. to 11 p.m.), XEWT ranked second with a 2.5 in the same demo, against KBNT's 3.8.

Televisa's 45-year-old XEWT is considered a Televisa/independent hybrid that airs national network programming and locally produced programming, including three one-hour newscasts. XEWT also is carried on Cox cable, the area's largest cable operator, with 578,000 subscribers. XHUA is a network repeater of the Mexican national feed.

As residents move farther away from the border, over-air signals based in Tijuana get weaker and cable penetration increases. One of the fastest growing areas for Hispanics is in North County, where in some places 35 percent to 40 percent of the population is Hispanic and for which "Spanish is still the language of preference," says Alberto Mier y Teran, vp and general manager of KBNT and Telefutura affiliate KDTF.

Univision produces the area's first Spanish-language morning local newscast (6 a.m. to 7 a.m.) and half-hour news at 6 p.m. and 11 p.m. KBNT also produces weekly news stories with Enlace, the San Diego Union-Tribune's Spanish-language newspaper. Telemundo also offers local news weekdays at 6 p.m.
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Hispanic Marketing Reaches a Large Audience

The Increasing Influence of Hispanic Media
Article from the San Diego Business Journal, by Mary Beth McCabe

Not long ago, the Hispanic voting bloc was referred to as America’s "sleeping giant" because of its potentially enormous ability to swing an election. Candidates paid attention to the Hispanic voter, but not quite as much as they should have because, at the time, this group was not voting as regularly as the Anglo voters were. All that has changed. In every political campaign today, we see candidates actively courting the Hispanic vote, appearing at forums hosted by Hispanic groups and touting their platforms on issues that concern Hispanic voters. Puerto Rican pop star Ricky Martin was even asked to shake his bon bon at President George W. Bush’s Inaugural Ball. No one mistakes the Hispanic-voting bloc as a sleeping giant anymore. Inarguably, it is just a giant.

Sales and marketing campaigns are similar to political campaigns. Rather that voting for a candidate in a political election, sales and marketing campaigns aim to influence shoppers to "vote" for their products and services with spending dollars. While political campaigns have realized the enormous impact of Hispanic Marketing, the business community is still a few years behind the curve.

The Hispanic market represents 12 percent of the United States population, yet only one percent of all media dollars are directed to Spanish language media, according to Adweek. Businesses that fail to market their products and services to the Hispanic market are missing a tremendous economic opportunity. The growing Hispanic population has more discretionary income than ever before. Those who do not market to this population have little chance of influencing Hispanic shoppers to spend their money on their products and services.

There are many reasons that businesses need to market to the Hispanic community. First, it is one of the fastest-growing segments of our society. In a few short years, the Hispanic population will be the majority in California. The number of Hispanic teens will increase by 25 percent over the next 10 years - much faster than the general population, according to Starcom. Also, Hispanic people are far more tuned in to media than non-Hispanics. Hispanics watch more television as a family than the general population. They are 25 percent more likely to be listening to the radio at any given time, according to Katz Research.

What does that mean to business? More economic opportunities. Let’s face it, advertising works. That’s why every major company in the United States invests millions of dollars each year to reach its target audience. Some consumers like to believe they are uninfluenced by advertising, but the reality is that the more a company invests in advertising, the greater market share it enjoys. Case in point: Bon Ami cleanser. Have you ever heard of this cleanser? Most people today don’t remember Bon Ami, but at one point it was the number one selling cleanser in the United States. What happened? They stopped advertising. Now people are far more familiar with the squeaky clean you get from Ajax, the lemon fresh scent of Pledge and the mirror image of oneself he or she can see after washing dishes with Cascade.

One of the most effective newer media markets for businesses that want to reach the Hispanic shopper is the Internet. Much of the time, they are shopping. According to Business Week, Latinos were more likely to make their Christmas purchases on-line because it is more convenient for large families to shop on the Internet. Still, traditional media such as television, radio, events and print media are highly effective at reaching Hispanics.

The Hispanic market is growing in size and affluence. It is time for the business community to follow in the footsteps of its political counterpart, and gear more of its sales and advertising dollars towards Hispanic Marketing.

Dr. Mary Beth McCabe is the President of Sun Marketing
*Published with Permission, San Diego Business Journal, March 28, 2001

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Population Information

US Hispanic Market is greater than 30 million buyers. San Diego/Tijuana region ranks fourth in size with $14.2 Billion in Annual Purchasing Power.

Hispanic Marketing through TelevisionMost Hispanics prefer to see and hear entertainment and information in their language. 64% of Hispanics are younger than 35 years of age. Advertisers are missing this market.

Sun Marketing turns up the value and the volume of your word of mouth and visual marketing. We do Hispanic Marketing through television and radio.

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San Diego Hispanic Television and Radio Stations

Spanish Radio and TV
by Sun Marketing

Hispanic Radio Stations-San Diego/Tijuana

STATION SLOGAN FREQUENCY FORMAT AUDIENCE OTHER OWNER
KLNV-FM La Nueva 106.5 Regional Mexican 18-49 Piolin Univision
KLQV-FM Recuerdos 102.9 Adult Hits 25-54   Univision
KSDO-AM Radio Nueva Vida 1130 Religious 25-54   Nueva Vida Network
XEAZ-AM Capital Z-13 1270 Regional 25-54   Radio Capital
XEBG-AM Radio 15-50 1550 Talk 25-54   Cadena Baja California
XEC-AM Radio Enciso 1310 News Talk 25-54   Grupo Enciso
XEMO-AM La Poderosa 860 Mex. Reg. Oldies 25-54 Padres Uniradio
XERCN-AM Radio Hispana 1470 News Talk 18-54 Chargers Uniradio
XESDD-AM La Tremenda 1030 Regional Mexican 25-54   Pacific Spanish Network
XESS-AM ESPN Deportes 620 Sports Talk 25-54   Pacific Spanish Network
XETRA-AM W Radio 690 Talk 25-54 LA Based Grupo Prisa
XEXX-AM Radio Formula 1420 News/Sports 25-54   Grupo Formula
XGLX-FM Exa 91.7 Spanish Pop 18-34   MVS Radio
XHA-FM La Invasora 94.5 Regional Mexican 18-49   Uniradio
XHFG-FM Pulsar 107.3 Spanish Pop 18-34   Uniradio
XXHIT La Caliente 95.3 Regional Mexican 18-49   Multimedios
XRST Digital 107.7 Spanish Pop 18-34   Media Access Partners
XHTIM-FM La Mejor 97.7 Regional Mexican 18-49   MVS Radio
XHTY-FM La Invasora 99.7 Regional Mexican 18-49   Uniradio
XHUAN Estereo Frontera 102.5 News, Art & Culture 18-49   Instituto Mexicano de la Radio
XKAM Radio Formula 950 Talk 25-54   Media Access Partners
XLTN-FM Radio Latina 104.5 Adult Contemporary 18-49   Grupo Imagen
XOCL-FM La Mejor 99.3 Regional Mexican 25-54   MVS Radio

Source: Sun Marketing, 1996-2009

Hispanic Television Stations-San Diego/Tijuana

Station Channel Affiliation Specials Cable
AZSD 41 Azteca America Soccer 15
GALA N/A Galavision   66 (Cox)
KBNT 17 Univision Local News 17
KNSD 39 MI San Diego 4am Newscast 7/39
KDTF 77 Telefutura   136 (Cox) 46 (TW)
KSDX 29 Liberman   NA
XEWT 12 Televisa-Independent Local News / Kids Club 12
XHAS 33 Telemundo Local News 136 (Cox) and 46 (TW)
XHBJ 45 Televisa   NA
XHJK 27 Azteca   NA
XHTIT 21 Azteca Padres NA
XHUAA 57 Televisa   NA

Source: Sun Marketing, 1996-2009

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Retail

  

Service

 Marketing to Hispanics at SeaWorld
  • San Diego/Tijuana border is the busiest in the world.

  • Hispanics respond to messages in their language.

  • If you have a "service" business, reach and find new customers in Spanish language media.

  • Hispanic television and radio stations have consistently ranked #1 and #2 in the market over all stations.

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