Success Story: Tapping Spanish Viewers

Mar 22, 2004  •  Post A Comment

The Yakima-Pasco-Richland-Kennewick designated market area, covering parts of Washington and Oregon, has a fast-growing Hispanic population that is helping generate ad revenue for the local Morgan Murphy-owned ABC affiliates.
“We are the only ones [in the market] that have a Spanish-language local newscast,” said Catherine Weitz, operations and general sales manager for both KAPP-TV and its satellite KVEW-TV.
“Our market as a whole is up to 26 percent Spanish, with some counties up to 60 percent,” she said, adding that there is no shortage of advertisers looking to sponsor the finance, health and weather segments on the Spanish newscast, which airs early morning.
Both stations air sponsored garden segments during their regular newscasts. “Backyard Garden” airs on KAPP and “The Casual Garden” on KVEW.
“A local nursery [the sponsor] tapes segments with one of our anchors and covers everything from when to plant to pruning,” said KVEW Local Sales Manager Lynn Nishimoto.
In the same garden built on the station lot KVEW also does a seasonal “BBQ Forecast” that brings together three sponsors and local chefs for a cooking lesson with the meteorologist.
CBS affiliate KEPR-TV ran its first one-hour documentary on local interests in one of its towns. The Walla Walla, Wash., piece aired in November, yielding advertising revenue in one day that normally would have taken months to generate with regular programming, said Station Manager David Praga. The Fisher Communications-owned station will air four more documentaries on different towns this year, in conjunction with its 50th anniversary.
The Greater Tri-Cities area pulled in $20.3 million in TV ad revenue in 2003, and is expected to see $21.6 million by year-end, according to BIA Financial Network.