Tag Archives: ESPN Deportes

ESPN Deportes Radio Returns To Bay Area At AM 910

As reported July 22 by Al Peterson’s NTS MediaOnline Today, KKSF-AM 910 in San Francisco has dropped its Talk lineup in favor of the syndicated ESPN Deportes Radio Spanish-language Sports network.

The iHeart Media station, which enjoys a full-market signal, will now be run via multi-year LMA with Dallas-based Deportes Media LLC.

With KKSF-AM, Deportes Media now operates in four markets; its other ESPN Deportes Radio stations are located in Miami, Houston, and Dallas.

KKSF-AM succeeds KTRB-AM 860 as the ESPN Deportes Radio affiliate in the Bay Area. However, it will not be carrying over the Alliance Radio Network-syndicated El Show de Piolin morning-drive program, hosted by former Univision radio mega-star Eddie “Piolin” Sotelo. According to Ed Krampf, the former Adelante Media Group executive who now reps El Show de Piolin, Alliance ended its relationship with Alliance Radio Network several months ago. The program had also aired on Deportes Media’s Dallas (KZMP-AM 1540) and Houston (KGOL-AM 1180) stations.

KTRB-AM over the July 4 weekend became a conservative Talk station via an LMA struck by Salem Media Group, as “AM 860 The Answer” — mirroring a presentation found at the company’s stations in Los Angeles and Tampa,among other markets. The station is currently in receivership. ESPN Deportes Radio had aired on KTRB since late June 2011.

KKSF-AM 910 had a shaky run as a Talk station, with hugely popular Sacramento-based morning hosts Armstrong & Getty replaced on April 1 by syndicated liberal talk host Stephanie Miller. Other hosts included Gil Gross, program director Cory Callewaert, Joel Riddel, the syndicated Alan Colmes and The Doghouse hosts Jeff “JV” Vendergrift and Dan “Elvis” Lay.

In a statement provided to NTS MediaOnline Today, iHeartMedia President for the San Francisco Region Katie Wilcox said, “ESPN Deportes will enjoy the benefits of full-market coverage on AM 910. We are pleased to have been able to find common ground that keeps Spanish language sports in the Bay Area while also allowing us to focus on our strong portfolio of music and entertainment offerings for our listeners.”

Vinyl & Copy: Why Multicultural Agencies And Records Are So Alike

Several years ago, perhaps at a Speed Dating event or a networking Happy Hour somewhere in Los Angeles, guests were presented with a series of ice-breaker questions to help start the conversation. The question posed to me was, “What’s the one thing you own that you’ll never, ever get rid of?”

Without hesitation, I responded, “My record collection.”

My LPs and 45 RPM singles are some of my cherished possessions. For years, friends and colleagues couldn’t understand why I had transported—at significant cost—my collection across the country each of the three times I’ve relocated in the last 25 years. Furthermore, how could I possibly be investing in additions to a collection that was perhaps outmoded and arcane, given the rise of the compact disc and, following that, digital downloads and streaming services?

My answer is simple: The iPod and my iPhone are great for hearing music, but the record player is the best device for listening to music.

There’s a difference between hearing and listening. It’s time to demonstrate that difference to marketers, brand managers and C-suite executives. Much has been said and shared about the rapidly evolving Hispanic market. But, have the decision-makers been listening to what has been said, and are they making choices based on efficiencies, rather than conclusions derived from the largest amount of data ever made available to marketers about today’s U.S. Hispanic consumer?

In September 2015, a Pew Research Center analysis of U.S. Census Bureau data showed the immigrant share among each of the U.S.’s Hispanic origin groups in decline, affirming reports that immigration from Latin America—in particular, Mexico—is slowing.

The Hispanic Market Overview annual report has stated for the last several years that the U.S. Hispanic population is now being driven by births, rather than those who are foreign-born. Additionally, it should be emphasized that immigration is slowing but has not stopped. Far from it: the U.S. Hispanic population in 2000 was comprised of 14.1 million immigrants. By 2013, that number grew to 19 million.

A market of 19 million consumers should be an opportunity for brands who wish to establish themselves as a top choice when it comes time to make purchasing decisions. Remember, everyone shops. The recent Latino immigrant needs food, packaged goods, clothing, transportation, and health care information regardless of their financial status. The upscale Latino and Latino Baby Boomer are equally important.

Yet, marketers seem fixated on a Hispanic plan of action focused squarely on bilingual Latino millennials who can be targeted through the English-language media they consume.

Why? They’ve been spending too much time hearing how to do more through “total market” capabilities instead of listening to the experts and veterans who have modernized their agencies but have remained true to what works for today’s Latino consumer.

The aural quality of a record is richer, and deeper. One simply hears more. It’s imperfect, with the pops and hisses and skips on well-worn favorites. The U.S. Hispanic advertising agency of today is no different than a record. The people inside these businesses have the deepest and richest insight on Latino consumers, and are the perfect partners to work alongside a general-market agency.

According to Nielsen, sales of vinyl records grew by 30% in 2015, to 11.9 million, from 9.2 million in 2014. Music fans are rediscovering records.

It’s now time for marketers who have turned to the dreaded adaptation and translation approach to rediscover the value of Hispanic advertising agencies.

With an uncertain economy once again rearing its ugly head, and a presidential election that has put Hispanics in an understated role as ultimate decision maker, we’ve put on our thinking cap and our reading glasses to provide a Total Focus to Hispanic marketers and advertising agency executives on everything keeping you up at night—and everything keeping the lights on and the paychecks from bouncing.

Hispanic Market Overview 2016, presented by Lopez Negrete Communications, is now available for complimentary download at http://reports.hispanicad.com/reports/HMO2016/

As the industry’s key executives gather in Miami Beach for the 20th annual ahaa conference, this year bearing the name “The Future in Focus,” we hope this report generates conversation, thought and perhaps a little controversy. Congratulations to Leif Roll, VP of Marketing at State Farm, on being named Marketer of the Year. We’ve seen a lot from State Farm in the U.S. Hispanic market. But where is GEICO? Who is Progressive’s Latina counterpart to Flo?

We also single out Eric Reynolds, CMO of The Clorox Company, as Clorox has demonstrated an exceptional understanding of the Latino consumer through product development and subsequent marketing efforts that make the company a standout. Your lavender-scented products can be found throughout the Hispanic Market Overview ohana.

Please enjoy this seventh annual Hispanic Market Overview, presented by López Negrete Communications. As you are reading this, please listen to what is being said. Otherwise, they’re just words that you may be hearing, but not digesting.

Reading, while listening to your favorite record album, is highly recommended.

 

Adam R Jacobson