Success Stories: Courting Hispanic Viewers

Aug 4, 2003  •  Post A Comment

Hispanics number 23 percent of the Las Vegas population, making them ever more important to local TV stations and their advertisers.
Meredith Corp.-owned Fox affiliate KVVU-TV hosted a reception at Caesars Palace the second weekend in July for its viewers and clients. The event included a performance by the cast of “Ventaneando,” one of Mexico’s hottest entertainment shows.
KVVU entered into a joint sales arrangement June 1 with KHDF-TV, an affiliate of the Spanish-language TV Azteca network out of Mexico.
The agreement means “bringing on a bilingual sales team and having our salesmen learn the cultural differences with the Spanish-language market,” General Manager Susan Lucas said.
Upcoming projects for KVVU include broadcasting a half-hour Christmas charity program in Spanish and English and polybagging the Spanish-language version of Meredith’s American Baby magazine with some promotional material.
CBS affiliate KLAS-TV runs Buddy Check 8, a program that asks viewers to call a buddy on the eighth day of the month and remind her to do a breast self-examination.
The Landmark Communications-owned station included the promotion on a Hispanic radio station and printed its promotional pieces in English and Spanish.
“We produced a promotional spot in English with our anchor and then the leading Hispanic television anchor [on KBLR-TV Telemundo] produced the same message in Spanish,” said Linda Bonnici, general sales manager. Univision’s KINC-TV and TeleFutura’s KELV-LP also have a presence in the market.
General Manager Gabriel Quiroz said, “For us the economy is a little soft because the economy in Las Vegas is tourist-driven, and we have been hit by national advertisers’ cutbacks. One of the challenges we face being Spanish media is we are the first one some people cut back.”