By Adam R Jacobson
LOS ANGELES — The return of the National Football League to Southern California will now be further enjoyed by fans who prefer to consume their play-by-play coverage en español via their AM radios.
The L.A. Rams, who are returning to Los Angeles with the 2016-17 season after moving to St. Louis after the 1994-95 season, this afternoon announced that it has reached an exclusive rights agreement with Lotus Broadcasting’s KWKW-AM 1330 — the ESPN Deportes Radio affiliate serving Southern California.
The pact makes ESPN Deportes Radio 1330 the team’s official Spanish-language flagship station.
All preseason, regular season, and postseason games will air on the station.
“We are pleased to partner with KWKW to bring Rams football to our Hispanic fans across California and beyond,” said Los Angeles Rams COO Kevin Demoff. “Through high-quality production and exclusive programming, KWKW will help make our games accessible to all Rams fans for our exciting return back home to Los Angeles.”
The Rams Spanish game-day broadcasts will feature six hours of programming, including a two-hour pregame show, play-by-play commentary and analysis, and a one-hour post-game show. In addition, ESPN Deportes 1330 will air a variety of ancillary Rams content, including regularly scheduled “Rams Reports” and “Lets Talk Rams” call-in talk segments specifically tailored for fans that prefer to consume Spanish-language media.
Lotus’ Jim Kalmenson, who oversees KWKW and the station’s partnership with ESPN Deportes Radio, called the selection of his station as the Rams’ Hispanic flagship “monumental.” He said, “Our Rams broadcast promises to be a huge attraction to both our listening audience as well as our sponsors. We are excited by the Rams’ genuine commitment to be involved with, and to serve, the Hispanic community.”
KWKW will produce and distribute broadcasts across what is being billed as the Rams Spanish Radio Network. Two Lazer Broadcasting stations – KOXR-AM 910 “La Mexicana” in Oxnard-Ventura and KCAL-AM 1410 “La Mexicana” in Riverside-San Bernardino, join Lotus’ Spanish Contemporary Pop KMJE-FM “Vive 92.1” in Sacramento and the broadcaster’s ESPN Deportes Radio affiliates KWAC-AM 1490 in Bakersfield, KGST-AM 1600 in Fresno and KENO-AM 1460 in Las Vegas in airing all Rams-related programming.
In addition to KWKW’s main signal, Rams programming will air on ESPN Deportes Radio simulcast partner KTMZ-AM 1220 in Pomona, serving the San Gabriel Valley east of downtown L.A.
The coverage area is intriguing, as the San Joaquin Valley and the greater Sacramento area is unabashedly full of Oakland Raiders fans, in addition to fans of the San Francisco 49ers. However, the NFL tends to allow radio coverage of nearby teams from opposing conferences without opposition. For instance, WMEN-AM 640 in West Palm Beach airs Tampa Bay Buccaneers games even though it covers much of the Miami Dolphins’ home market as the Buccaneers are in the NFC and the Dolphins are in the AFC. The 49ers do not have NFC exclusive rights in these California markets.
In expressing his excitement to be part of the Rams Radio Network, Radio Lazer owner Alfredo Plascencia said, “Hispanics love professional football, and we are very excited to bring one of the most dynamic sports franchises in history to our listeners in Oxnard and Riverside-San Bernardino.”
As has been shown in recent studies on the U.S. Hispanic sports fan, the NFL ranks as the most popular sport among all Hispanics. However, when viewed by language of preference, the NFL has lagged among Latinos who prefer to communicate in Spanish.
Kalmenson and the ESPN Deportes Radio 1330 team now have the opportunity to make an impact, while strengthening its presence as the radio leader for Hispanic sports fans in the region. In addition to the Rams, KWKW will continue to serve as the flagship station for the Los Angeles Lakers, Los Angeles Clippers, L.A. Galaxy, and Los Angeles Angels of Anaheim. In the event of conflicts, KTMZ serves as the alternate over-the-air broadcast home.
Is all of the endless chatter about “total market” total BS?
Is the advertising and marketing industry’s infatuation with millennials completely daft, since these consumers are more likely to have crappy jobs and far less money to spend on anything when compared to their parents and grandparents?
Is it time for the author of Hispanic Market Overview, presented by Lopez Negrete Communications, to say “So long and -30-” because Hispanic marketing and advertising has peaked and is starting its slow, painful slide downward?
“Um, I think not,” says Adam R Jacobson, a veteran Hispanic market media strategist who serves as the author and publisher of the renowned Hispanic Market Overview report. “Yet there’s an endless array of chatter about how marketers and advertisers need to fully understand “total market approaches” — whatever the heck they are.”
In the fifth edition of Hispanic Market Overview, the question of “what is ‘total market’ and how does the marketer best tackle this in their buying and planning and Hispanic executions?” is fully probed by some of the top executives in the Hispanic market today.
We also examine the coveted Latino millennial, and why they are important as influencers and are social media leaders.
At the same time, we look at how the Hispanic consumer is at the forefront of swift changes in how we consume media, and why the debate of ‘Hispanic’ versus ‘Spanish-language’ needs to be put to rest once and for all.
Hispanic Market Overview, now available via PDF download exclusively from HispanicAd.com, features discussions with these top names:
Alex Lopez Negrete, President/CEO, Lopez Negrete Communications
Ingrid Otero-Smart, President/CEO, Casanova Pendrill
Daisy Exposito-Ulla, head of d exposito & Partners
Liz Castells-Heard, head of Castells & Asociados
Manuel Machado, CEO and co-chairman, MGSCOMM
Keith Turner, President of Ad Sales & Marketing, Univision
Tom Maney, EVP/Ad Sales, Fox Hispanic Media
Mike Rosen, EVP/Ad Sales, Telemundo Media
Lino Garcia, General Manager and John Fitzgerald, Vice President, Sales at ESPN Deportes
Carlos Martinez, president, Conill
Horacio Gavilan, Exec. Director, ahaa
Dr. Felipe Korzenny, Ph.D, Director, Center for Hispanic Marketing Communication, Florida State University
Vanessa Lizama, Client Development Director and Soizic Sacrez, Director of Marketing, Terra
Stacie de Armas, Nielsen Audio
Additionally, the fifth annual Hispanic Market Overview for the first time will feature Hispanic consumer data from Experian Marketing Services, further elevating the value of this annual white paper. Among the topics we examine: “Where should marketers invest, in terms of mobile dollars, to best reach Latino consumers?”
This year’s report will also offer readers the opportunity to download the recently released Hispanic Print Overview, prepared by Adam R Jacobson via exclusive arrangement with EPMG of San Diego, CA as the industry’s most in-depth newspaper and digital news media White Paper.
“The U.S. Hispanic market has evolved at lightning speed, and having the knowledge and insights about where the Hispanic market truly is today is imperative for any marketer that truly seeks to capitalize on the most influential consumer group in North America,” says Jacobson, who has served as a multicultural analyst at Mintel and as a senior editor at Hispanic Market Weekly. “This report is designed to provide a singular authoritative source for CMOs and C-level executives that are ever-scrutinizing their budgets while tackling how to best reach the Latino consumer through total market approaches that incorporate the Hispanic millennial. Yes, everyone is talking about the millennial and the ‘total market,’ but these are important subjects to discuss because that discussion is what needs to drive additional dollars to the U.S. Hispanic market.”
To download Hispanic Market Overview. please visit HispanicAd.com or click here: http://hispanicad.com/sites/default/files/hmo/HMO2014.pdf
Note: The PDF file is very big and does not open on iPad or iPhone devices, nor on select smartphones.
The Adam R Jacobson Editorial Services & Research Consultancy, in partnership with HispanicAd.com, is again making available at no cost the first Special Report to Hispanic marketing and advertising professionals that zeroes in on the two biggest topics agency heads and key C-Suite executives are talking about: Social Media and Sports.
The report is available by request by clicking here. We thank impreMedia, ESPN Deportes, Fox Deportes, GOL TV and GLR Networks for their support, which makes it possible for us to provide research and information such as this to you via our distribution partner, HispanicAd.com.
“When it comes to reaching Hispanic men and women, linking in with a Sports brand – whether it be an athlete, a team or a league – has proven to be extremely popular … and effective,” says Jacobson, a veteran journalist and media marketing strategist and producer of the Hispanic Market Overview reports.
“Hispanic marketing and advertising professionals have been inundated with facts and figures about the importance of social media in reaching affluent Latinos. According to Mintel, 1 in 5 U.S. Hispanics now access the internet primarily from a smartphone. There is no longer a digital divide. For brands that seek to connect with Hispanics and grow their ROI, social media – combined with sports – only seems like a natural path to sales success.”
Easy-to-read sections are devoted to the opportunities that exist for marketers by engaging Hispanic sports fans through text-to-win promotions, Twitter, Facebook and other social media platforms. Among those interviewed are Wasserman Media Group VP/Hispanic Marketing Heidi Pellerano, noted Hispanic blogging expert Manny Ruiz, Hispanic sports media executives, Orlando Magic VP/Communications Joel Glass, and journalists Kevin Baxter (Los Angeles Times) and Bridget Carey (CNet).
The Hispanic Market Overview series of reports are produced by the Adam R Jacobson Editorial Services & Research Consultancy.
To download this report from our archives, click here:
For editorial inquiries and interview requests:
Adam R Jacobson
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