Why Uniradio?
We can do what no one else can. With our wide range of formats,
we can bring you a full spectrum of demographics. Combined,
our five stations have 30% of the Tijuana radio market
and 26% of the San Diego Spanish-language market.
Our experienced
advertising consultants and promotions team can put together
a package to suit your needs. We are your one-stop shop
to reach the San Diego-Tijuana
Hispanic market.
Why is it important to
reach the Tijuana
audience as well as San Diego?
Because there are
over 2 million people in Tijuana. The San Diego-Tijuana border
crossing is the busiest in the world with over 56 million
crossings every year—that’s
over 150,000 a day. And they spend money—Tijuanans
spend over $2.5 billion a year—more than $6.8 million
a day—in San Diego. CPM (cost
per thousand) for an
ad campaign should include the Tijuana population not just
the San Diego population.
What kind of grass roots
events will Uniradio be offering?
Will these be ongoing
events?
We sponsor events large and small
throughout the year in both San Diego and Tijuana. Our 4th
of July and Cinco de Mayo celebrations last year each drew
over 25,000. All of our festivals grow year by year so we
anticipate even larger crowds in 2007. We do
other events such as Mujer Hispana, Fiestas
Patrias and every week we sponsor live bands at popular local night clubs.
What is the number
one holiday for Hispanics?
Does Uniradio acknowledge this
holiday with an event or on-air promotion?
Cinco de Mayo (May
5th) and
Fiestas Patrias (Independence
Day September 16)
are reasons for celebration in the Mexican Community and
we host large fiestas in San Diego’s
Historic Old Town District.
Mother’s Day (always
May 10th in Mexico) is an even bigger holiday in the Hispanic
community than among Anglos.
What is the Hispanic percentage in San Diego? Of this audience
what percentage speaks Spanish primarily?
31% of San Diego is Hispanic
and of these, 85% speak Spanish most or all of the time with
their families.
How is Uniradio marketing their stations?
Uniradio always keeps their stations,
names, logos and promotions in front of the public with bus
ads, web sites, billboards, print media and television ads.
We
do more print and TV advertising than any other Spanish language
radio group in the region.
Is Uniradio cost efficient in the market?
Uniradio’s ability to provide
frequency and target reach at a cost that is efficient makes
it a major weapon in the on-going battle for market share.
Uniradio’s
knowledgeable sales team will create a campaign that will
allow you to successfully market your product or service
long term.
How do you foresee Uniradio’s
2005? Growth?
We are forecasting a 30% increase
in listenership based on our already-increasing numbers and
our plans for expansion.
We've hired renowned consultants
who have expanded business for Spanish stations in Los Angeles
the largest Hispanic market in the US. We've made
changes to our formats to attract a wider audience and our
talk radio now has more local content for added appeal.
What do Hispanics spend their
money on?
Hispanics in the San Diego-Tijuana
market spend over $15.1 billion in San Diego
annually. $1.3
billion on groceries. Over $1
billion on cars. $394 million on
household furnishings.
How many Hispanics cross the
border? Why?
56 million people cross the border
each year, 52% cross it 5-7 times a week; 42% to shop, 24% to work, 44% of Tijuanans have family in San Diego.
How active are you in the community?
We
participate in the Chambers of Commerce of both San Diego
and Tijuana. We take a leadership role in sponsoring charities
such as MADD, the Red Cross and numerous other nonprofits
which keeps our name before the public and shows our commitment
to bettering the communities in which we live and work.
Is Arbitron rating the Tijuana
market?
Arbitron does not yet do ratings
for Tijuana, but in the near future they plan to make Tijuana
the 4th city in Mexico (along with
Mexico City, Guadalajara and Monterey) to be Arbitron
rated. As of now Tijuana listeners are
being measured by INRA and Focus.
Why do we need to reach both
sides of the border?
San Diego and Tijuana are twin
cities like Minneapolis and St. Paul. Or just as people from
northern New Jersey work in New York City every day and think
nothing of making that commute every day, our twin cities
are linked by people, families, geography, history and culture.
Like Detroit, Michigan and Windsor, Ontario our twin cities
just happen to span an international border.
What makes Uniradio’s
stations stand out from
the other Spanish language stations?
Unlike
other stations which are only in Tijuana or only in San Diego,
we are on both sides of the border to serve the two halves
of this community. And we are very involved with
festivals, concerts, promotions and charities on both sides
of the border.
What are the most popular formats Hispanics listen to? Does
Uniradio have these?
Most popular formats:
1. Mexican
Regional
XHTY La Invasora
99.7 FM
2. Spanish Contemporary
XHFG Pulsar 107.3 FM
3. Mexican Regional Oldies
XEMO La Poderosa
860 AM
4. Spanish news, talk, sports
XRCN Radio Hispana 1470 AM
5. Mexican Regional (Simulcast with XHTY) XHA- La Invasora 94.5
XHA La Invasora 94.5
FM
How does the audience
composition break
down for Pulsar
FM?
Demo: 18-34
Gender: 60% female / 40% male
Format: Spanish Contemporary / CHR
How does the audience
composition break
down for Radio
Hispana?
Demo: 18-49
Gender: 50% female / 50% male
Format: Spanish news/talk/sports
How does the audience
composition break
down for La Invasora?
Demo: 18-49
Gender: 50% female / 50% male
Format: Mexican-Regional
How does the audience
composition break
down for La Poderosa?
Demo: 25-54
Gender: 60% female / 40% male
Format: Mexican Regional Oldies/ Padres baseball
What areas make each Uniradio station strong? What makes
them stand out from the competitor?
XHFG-Pulsar is a high-energy top hits station with many
hours of continous music without commercials, featuring the
most popular young adult latin pop and rock artists, hosted
by fresh and charismatic DJs.
XHTY-La
Invasora plays top hit Mexican-Regional music
(the equivalent of American country
music), reaching
a wide audience segment with top bands like Tigres del
Norte, Tucanes de Tijuana, Intocable, Lupillo Rivera,
among others.
XRCN-Radio
Hispana is San Diego's only Spanish language
news/talk station with local produced and syndicated shows.
ItÌs affiliated to Radiovisa and Univision Radio
two of the biggest Spanish language syndicated radio program
providers in the US.
Radio Hispana programs cover
the hottest national and local topics, sports, economy
among others.
XEMO-La
Poderosa is the exclusive Spanish language station
for the Padres baseball team, and is the only station in
San Diego working the Mexican Regional Oldies format, a unique
format that is proving to be very successfull in the California
area.
La Poderosa has been a tradition
in the San Diego-Tijuana region since it began delivering
its special brand of entertainment 30 years ago, it was
a pioneer in Hispanic radio and is still leading the way
and setting the standards for others to follow.
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