Arbitron Releases Hispanic Radio 2011; Principal Analysis from Jacobson

The 2011 edition of Arbitron’s Hispanic Radio Today, a comprehensive research report offering an in-depth review of listening to Spanish-language and English-language radio stations by Latinos across the 50 states, is now available via a free download from the company’s website.

Adam R Jacobson served as the Principal Analyst for this report; he has worked with Arbitron on Hispanic Radio Today since 2010.

Hispanic Radio Today 2011 is accessible by clicking on this link: The report offers a detailed look at the radio listening habits and consumer insight among U.S. Hispanics, who now number 49.1 million people, or 16% of the U.S. population. This edition reviews 16 formats, including 10 Spanish-language choices and six English-language formats.

Audience data for Hispanic Radio Today 2011 are taken from the 102 Hispanic “Differential Survey Treatment (DST)” markets that have a significant Hispanic population.

The 10 Spanish-language formats covered in this edition are Mexican Regional, Spanish Adult Hits, Spanish Contemporary, Spanish News/Talk, Spanish Oldies, Spanish Religious, Spanish Sports, Spanish Tropical, Spanish Variety and Tejano.

Six English-language formats profiled in this report are general-market Adult Contemporary, Classic Hits, Country, News/Talk/Information, Pop Contemporary Hit Radio and Rhythmic Contemporary Hit Radio.

Readers can find an expanded examination of radio listening by Hispanic consumers across the U.S. for all 16 formats. Each profile includes the average quarter-hour share of the total Hispanic audience, its weekly reach in terms of total listeners, the number of stations programming those formats, the gender balance, segmentation of the audience composition by age and language preference for these formats, Time Spent Listening by demographic, education levels, income by household, ratings by daypart and by U.S. state and at-home versus away-from-home listening.

Hispanic Radio Today 2011 provides the details and analyses that reinforce the relevance and vital role radio plays in the lives of Hispanic Americans.

Questions and comments about Arbitron’s Hispanic Radio Today 2011 can be directed to

Wal-Mart On Multicultural Dollars: Destroy The Silo

Companies that seek to build relationship with Hispanic, Asian and African-American consumers should take their multicultural budget out of a silo and push it out to all of the company’s business units. That’s what Walmart Stores has done and what its senior vice president of brand marketing and advertising, Tony Rogers, advised. Speaking Tuesday at the ANA Multicultural Marketing & Diversity Conference in Miami Beach, Rogers believes such actions will force behaviors throughout all of a company’s divisions to change for the better, with all on the same page with respect to understanding the multicultural consumer.

To gauge performance throughout all departments, executives should set four or five annual objectives. Among them, Rogers said, is how your marketing efforts do against the multicultural audience. He also reminded his peers and supply-side companies to force discussions on identifying business insights, while continuing to drive business and sell product. “Companies that treat marketing as a discipline know how important and powerful this is,” Rogers said.

In other sessions on the second and final day of the conference, New York Times national correspondent explored identity and the recognition of mixed-race Americans – a fast-growing group throughout the Deep South, once the epicenter of segregation. Fueled by intermarriages, colleges including the University of Maryland at College Park now have the largest enrollment of mixed-race students than ever before.

Picking up on a topic explored in Monday sessions by AT&T executive Jennifer Jones, Time Warner Chief Diversity Officer Lisa Garcia Quiroz was set to explore further ways diversity can be key to business growth for a large company.

Other sessions on Tuesday include a presentation on Hispanic and African-American share growth from MillerCoors vice president of multicultural marketing Alpesh Patel, and afternoon breakout panels featuring Procter & Gamble Co. senior marketing manager Ida Chacón and Univision Communications senior vice president of brand solutions Graciela Eleta; and Post Foods brand manager for U.S. Hispanics Mike Foley with MV42 executive vice president Steven Wolfe Pereira.

For more coverage from the ANA Multicultural conference, visit

Pepsico Connects With Shift To ‘Cultural Branding’

No more is Pepsico using multicultural marketing techniques to reach African-American and Hispanic consumers. Rather, the company’s brand units are now engaged in “cultural branding.”

Speaking this morning at the Association of National Advertisers (ANA) Multicultural Marketing and Diversity Conference in Miami Beach, Pepsi Bottling Co. CMO Simon Lowden noted that the company has brought “a reignition, or rebirth” to what had previously been multicultural branding. Displaying statistics that show Liquid Refreshment Beverage growth from 2010 to 2015 among Hispanics at 110 percent, Lowden called these projections “a major call-to-action for our business.” In the last year, Pepsico moved forward with such efforts as the rollout of a well-received Diet Pepsi television spot featuring Sofia Vergara and soccer icon David Beckham. It also launched the first spot produced by an African-American advertising agency to appear during the NFL’s Super Bowl telecast.

Javier Farfan, senior director of cultural branding for Pepsi Beverages America, noted, “We have to get out of this space of marginalizing our multicultural marketing efforts.” This includes placing the ‘new American mainstream’ at the core of Pepsico’s efforts, engaging consumers at both the national and hyperlocal level, and elevating product innovation to meet cultural needs. Lowden revealed that the popular apple-flavored soda Manzanita Sol will be imported from Mexico to high-density Hispanic markets in California, Texas and Florida to compete against brands including Sidral Mundet. “We can no longer accept general-market programs that don’t include African-American or Hispanic audiences,” Lowden concluded.

Other highlights from the first morning of the ANA Multicultural conference included the unannounced appearance of actor Edward James Olmos, who serves as a Hispanic market spokesperson for Farmers Insurance. Speaking of the importance of creating an emotional connection with consumers, Olmos spoke of his efforts with the Immigrant Archive Project, which Farmers is a lead sponsor.

At a breakfast presentation, People en Español publisher Monique Manso and president Michelle Ebanks revealed that the magazine, along with African-American female-focused title Essence, will offer full tablet-device versions of their respective publications starting in late December, with the February 2012 editions.

In opening remarks that officially kicked off the conference, ANA President/CEO Bob Liodice asked that marketers and advertising industry professionals embrace the philosophy that the multicultural market is “the new general market” and that we cannot continue to thinking of it as a separate segment of the overall consumer population. “Despite the hope for consistent change, marketers are making process,” he said, citing Coca-Cola, State Farm, McDonald’s and Best Buy as companies that have taken a lead in embracing multicultural consumers.

Other Monday sessions include a question-and-answer session with noted Latin music producer Emilio Estefan, and a discussion on diversity management presented by AT&T Inc. vice president of diverse markets Jennifer Jones.


I’m not a dreamer, and I’m not saying this will initiate any kind of definitive answer or cure to cancer. But I believe in miracles. I have to.” — Terry Fox. Humanitarian. Athlete. Cancer research activist.


AHAA2011: ‘Community Importance’ Can Yield Higher Arbitron Latino Participation

By Adam R Jacobson

MIAMI BEACH (Oct. 12, 2011) —  The greater the likelihood of a perceived benefit to the community, the greater the chance a Latino will participate in an Arbitron survey.

That’s one of the key findings from Roslow Research Group president Peter Roslow, who worked with the radio ratings company to best explore how Arbitron can increase Latino diarykeeper participation in emerging Hispanic markets.

Spanish-language radio listeners were queried in three “new” Hispanic markets – Boise, Idaho; Bridgeport, Connecticut; and Fort Myers, Florida – along with a long-established Hispanic market, Tucson. First-generation Hispanics were of considerable focus, to best determine ways to attract Latinos that likely weren’t comfortable communicating in English.

Research was designed to bring in Spanish-dominant Latinos; Roslow learned that “non-traditional recruiters,” those who have community standing, helped in encouraging Latinos to participate in this study. Use of video and communication in English was eliminated. Once Roslow commenced its research, it found that many first-generation Hispanics asked if Arbitron was “a serious company,” and was not a scam. Many commented that surveys “are just not a Hispanic thing,” and that “they don’t have time for such things.”

Roslow also found that phone calls trump mail communication with Hispanic diary placement – a good thing for Arbitron. “This provides people with an opportunity to talk to a real person, and Arbitron can build trust with the Latino community through this in-person communication,” Roslow says.

Lastly, Roslow notes that the subject of immigration cannot help but negatively impact participation in Arbitron surveys in all markets – not just Tucson, where state legislation has placed a chilling effect on Hispanics, some of who may be undocumented.  “Elizabeth,” from Boise, noted that “immigration knows what zones or houses there are more Latinos and they come.”

Dr. Ed Cohen, Arbitron’s VP/Research Policy & Communications, reviewed some of the methods the ratings firm is acting upon based on Roslow’s research.

* Sending a pre-alert piece before the questionnaire is mailed is planned “in the near term.”

* Using a one-sheet to explain to Latinos that Arbitron is “a serious company.”

* As 38.4% of all Hispanics are cell-phone only, Cohen guesses that it is even higher among first-generation Latinos. Thus, first contact by law through U.S. Mail needs the more personable follow-up by phone.

In markets such as Boise, there is no language weighting. However, Cohen believes the cell-phone sampling for diary placement is doing the best job against a rapidly changing Latino population that data hasn’t caught up to yet.

Are diaries heading to more tech-friendly delivery vehicles, such as digital accessibility via smartphones? Asked by an attendee at the Association of Hispanic Advertising Agencies (AHAA) conference session in Miami Beach,  Cohen explained that the need to make first contact via U.S. Mail at present hinders such efforts – for now.

“It is something we’re working on,” Cohen says.

For more coverage from the AHAA 2011 Annual Conference, visit or follow #AHAA2011 on Twitter.

Hispanic Radio Today 2010 Released By Arbitron, With Analysis From Adam R Jacobson

More than ever Latinos across the U.S. can access audio programming via an ever-widening array of delivery vehicles. Yet as Arbitron points out in its recently released 2010 edition of Hispanic Radio Today, “radio’s reach among both English-dominant and Spanish-dominant listeners continues to land between 94 percent and 96 percent — a constant since Hispanic Radio Today’s first study back in the 1990s.”

The report, with principal analysis from The Adam R Jacobson Editorial Services & Research Consultancy, also shows that radio reached Hispanic men and women equally strong – the medium attracts 97 percent of Hispanic men aged 45-54 and 96 percent of women aged 25-44.

Radio was also a “weekend warrior” with Hispanic men and women, Arbitron research concludes, attracting an average 81 percent of adults 18-44 — higher than any weekday time period.

For marketers and advertisers seeking to attract Latino consumers via AM and FM stations broadcasting in both English and Spanish, key takeaways from Hispanic Radio Today include the following:

• Regional Mexican continues to lure the largest audience of Hispanic listeners. The format attracted more than double the audience of Spanish Contemporary, the No. 2-ranked format.
• Regional Mexican’s strength is with Hispanic men, many of whom are English-dominant teens and young adults who enjoyed the format as much as Spanish-dominant adults 35-44.
• Four English-language radio formats — Top 40, Adult Contemporary, Classic Hits and Country (thanks to its strength in Texas) —experienced gains in average quarter-hour share with Latinos between fall 2008 and spring 2010, the ratings period measured in Hispanic Radio Today.
• Spanish-dominant listeners – especially younger ones – like English-language formats. Teens gravitate toward Top 40 and rhythmic, urban blends found on “Rhythmic CHR” stations, like Power 96 in Miami and The Beat in San Antonio.
• Adult Contemporary is the top format for Spanish-dominant adults 35-44.
• Classic Hits is the most popular format among Spanish-dominant adults 45-54.
• For Spanish-language formats, Regional Mexican was the second-ranked format among English-dominant adults 18-24. Tropical, featuring salsa and bachata music, was the No. 2 format with English-dominant adults 35-44.

To download the 2010 edition of Hispanic Radio Today from Arbitron, click on the link.

Latin Trade: Air Alliances Battle for the Flying Public

Air Alliances Battle for the Flying Public

Mega-mergers and new alliances forged in the past six months have given Latin American business travelers a score of additional options. But as this merger era underscores, competition is fierce. The fight to fill seats with executives has shifted into high gear.

Adam R Jacobson provides a detailed update on airline consolidation and the rapid changes facing business and leisure travelers in Iberoamerica in the latest issue of Latin Trade magazine.

To view the complete article, click here.

Hispanic TV Set To Grow In Denver

According to Nielsen Claritas, Denver’s Latino population, roughly 20 percent of the market, is growing three times faster than the population as a whole.

The Denver Post‘s Joanne Ostrow in April 2010 talked to local and national media executives who shared their thoughts about the booming Latino population.

Most expect a thorough national head count – Census 2010 – to quantify their potential for growing audiences … and ad revenues.

“Denver has been late to the table,” said Miami-based Hispanic media consultant Adam Jacobson. “But maybe the time is ripe, and maybe the dollars are finally there for it to work.”

Jacobson also told Ostrow that the pace of  growth among U.S.-born Hispanics is greater than that of immigration. Thus, use of English among Latinos tuning in to media across the nation may eclipse Spanish as the years go by.

“Especially out West, the Hispanic population growth is age 10 and under. At that age, you’re probably watching Nickelodeon (rather than Univision or Telemundo). Within the next 10 to 15 years, the number of Hispanics who prefer to use English will increase.”

This is a controversial belief. Jacobson asks, “But who’s going to consume Spanish-language media if more of the kids speak English?”

At this point, a comment was misunderstood by Ostrow.

“The under-30s watch “Grey’s Anatomy” more than what’s on Univision,” he said.

Adam notes:

I was talking specifically about Cuban Americans born and raised in Miami, and did not clearly state this in my interview. As any statistician will tell you, Hispanic television viewing is driven nationally by the 18-34 demographic.  So my comment is obviously a bit odd and out of context.

The article appears on the front page of the April 20, 2010 edition of the Denver Post.

To read the entire story, simply click here.

FeatherHeart Introduces Bridal-Themed Pieces for Canines With Official Launch of ‘Love Me. Love My Dog’ Brand


COCONUT CREEK, FL — JANUARY 7, 2011. FeatherHeart, the pioneering creator of top-quality, unique accessories, in 2010 established itself as a premier producer of one-of-a-kind designs. For 2011, FeatherHeart founder Dannielle Kukar has set her sights on building on this success by launching brand with legs — four of them, actually.

LOVE ME. LOVE MY DOG, an extension of FeatherHeart, is set to make tails wag and heads turn. With all of the flair of her renowned designs for hats, fascinators and pins, Kukar has crafted the perfect pet accessory for the “dog parent” — the fashion-minded pet lover who treats their canine companion as a beloved family member.

From beautiful bridal-themed pieces that make your pet a welcome member of the wedding party to enjoyable, fun and imaginative everyday pieces, LOVE ME. LOVE MY DOG is the brand that speaks straight from the heart.

“As an award-winning graphic designer, creativity is my life,” notes Kukar, who created FeatherHeart in January 2010 following a successful career in fashion illustration and graphic design. “It is my intent to bring style and joy to the wearer, and have them feel that this is a piece that will be part of their lives for years to come.” Now, says Kukar, the joy and style exhibited in each LOVE ME. LOVE MY DOG design can be enjoyed by stylish women and  men, and their beloved pets alike.

Kukar, recently featured on WSVN-Channel 7 in Miami’s popular Deco Drive fashion and style program, uses her design experience to create the perfect balance of color and composition in her headpieces. “I combine feathers, in their natural form or dyed, with fabrics and crystals and other materials, some recycled or repurposed,” she notes. “The results are labor-intensive gallery pieces that are 100 percent hand-crafted and versatile.

Kukar’s Coconut Creek work studio may be where inspiration is fulfilled. But it is her everyday surroundings that oftentimes provide the spark — and key ingredients — to fulfillment. “My work area will never be pristine,” she says. “I like things lying around, so they can truly inspire me, and trigger me. Palm fronds were lying on the ground all over my community. I thought they were gorgeous … and I knew I was going to do something with them.” The palm fronds are integrated into one-of-a-kind cocktail hats, presently on exhibit at the Florida Craftsmen Gallery in St. Petersburg, Florida.

Featured items including the Gia Rock Star pet barrette, along with other FeatherHeart accessories, can be found on the FeatherHeart’s online shop, at more about Dannielle Kukar and FeatherHeart, visit

CONTACT:           PALOMA KUKAR, 954-249-1568,
ADAM R JACOBSON, 305-532-2928,

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DMG Solutions CMO Offers Ideas On Navigating Today’s Media Mix


Marcelo Salup, Chief Marketing Officer of multicultural advertising and marketing firm DMG Solutions, doesn’t want to discuss “the demise of media.”

In Salup’s view, all media is additive. “They are all real … we need to get over them.”

Salup also refuses to talk about specific vehicles, such as Facebook or Twitter, when discussing effective advertising.

“Advertising is only about modifying people’s habits,” he told nearly six-dozen attendees on December 3 at the Versailles Breakfast Club in Miami’s Little Havana. Addressing the local business professionals, Salup added, “The moment you start forgetting about [modifying people’s habits] is the moment you start to forget advertising.”

Salup’s bottom line: Advertising and marketing professionals should always try to modify something about their target audience’s buying patterns. This can be done through the creative expression of ideas. With this focus, the pressure of finding the right vehicle to deliver the best message is eased.

“It is what I tell you … not where I tell you the message,” Salup says. “It is not about the media. It is about the creative. What does media do? It delivers the message.”

Stressing the importance of content, Salup continued, “Content is what really engages the consumer. From a media perspective, it is about delivering the message to the right people. And, it is about delivering the right message.”

Salup also believes that all messages “lead to one” — that is, it is ultimately up to one single person to decide whether or not to act on what they see or hear in an advertisement.

“All media goes into one place,” he says. “It goes into your brain. It doesn’t matter where it is coming from.”

That’s why Reach Wins, Salup concludes. “Loyalty is a far second to reach when it comes to effectively reaching consumers,” he says, citing the advertising research study “Why Brands Grow,” jointly conducted in 2002 by the University of Houston and the University of Central Florida.

Among the other key points Salup shared with attendees:

* The most effective media plan is boring.

* Putting more money into a single medium is inefficient. You won’t get effective results.

* Ask yourself, “Does the message fit the media?”

* Listen to the audience, not yourself.

Salup reasons, “We could care less about our own opinions [at DMG]. All we care about is what the consumer thinks.”

from The Adam R Jacobson Multicultural Consultancy