Apr 12, 2004  •  Post A Comment

About 21.5 percent of the Dallas population is Hispanic, and Comcast is using its ZIP code targeting abilities to help advertisers reach this growing audience segment.
“The Hispanic market has been a very hot topic in the last year and a half,” said Biff Niven, VP and general manager, Comcast Spotlight, Dallas-Fort Worth. “The Dallas county school system identified that nearly half the enrollment was of Hispanic descent. So we are looking at Adtag and Adcopy to determine what zones we have with a significant Hispanic population base so that we can best reach the advertisers’ target with the most effective advertisement.”
Two things Comcast Spotlight has focused on are identifying which sports generate the most interest among Hispanics, and determing how to deliver that audience to advertisers.
One approach could be to use the Adtag copy technology to insert Spanish-language messages within some advertising, or to offer special promotions with the Univision, Galavision, Telemundo or Telefutura networks, Mr. Niven said.
And there are Comcast’s own marketing promotions.
“Comcast asked for Fox Sports Net’s assistance to secure Dallas Mavericks player Eduardo Najera, only the second Mexican-born player to play in the NBA, to serve as spokesperson for its new Spanish-language tier,” said Ramon Alvarez, Fox Sports Net Southwest PR director.
“Through our relationship with the Dallas Mavericks as the team’s cable television outlet, we were able to accommodate the request,” Mr. Alvarez added. “Najera was featured in TV spots promoting the service, which includes our Fox Sports en Espa ‘ol Spanish-language network.” The promotion began in February.