Media Usage of Dallas/Ft. Worth Latinos.
June 11, 2005
Numbering 1.6 million in the Dallas/Ft. Worth market, Latinos have become hot commodities as area marketers compete aggressively for the $18 billion in buying power that this growing segment wields. Current findings from the Dallas/Ft. Worth Latino Trendline, however, challenge conventional thinking about the best media to communicate with Latinos:
— The competition for Latino newspaper readers has become intense, threatening the survival of Spanish-language weeklies. Daily Spanish-language publications like Al Dia and Diairo La Estrella now reach an estimated 80,540 and 75,763 households, respectively. However, the battle has resulted in a 50 percent reduction in the reach of several Spanish-language weekly newspapers since 2001.
— Despite the abundance of Spanish-language newspapers, Latinos are not planning to abandon their readership of English-language newspapers. When asked which newspaper they expected to be their primary newspaper over the next 12 months, Latinos chose the Dallas Morning News (29%), the Star-Telegram (11%), Diario La Estrella (11%), and Al Dia (9%).
— Television audiences for network news remains highly segregated. For news in general, over three-quarters (77%) of native-born Latinos viewed English-language networks, while nearly nine in ten (87%) foreign-born Latinos viewed Spanish-language networks.
— Radio station Que Buena has displaced Estereo Latino from its dominant position among Latino adults. During the 7am to 10am day-part, Que Buena delivered a cumulative audience of 141,000 Latino adults, compared to an audience of 137,270 for Estereo Latino. Of the top five stations, Que Buena, Estereo Latino, and Super Estrella primarily captured foreign-born Latinos, while CASA and KISS primarily attracted native-born Latinos.
“The study findings underscore the importance of understanding the unique media habits of the specific segment of Latinos that one is targeting,” stated Dr. Edward T. Rincon, principal investigator. “Even the best designed advertising will have little impact when placed in a media vehicle that the target consumer is not using.”
To view The Dallas/Ft. Worth Latino Trendline CLICK below:
http://www.rinconassoc.com/dfw05summ.html
