Transcript Slide 1

How brands can achieve strong ROI with
Davidson Media Group
THE UNTAPPED VALUE OF EMERGING HISPANIC MARKETS
Providence
Jacksonville, FL
Springfield, MA
Tampa-St. Petersburg
Philadelphia
Richmond, VA
ABOUT DAVIDSON MEDIA GROUP
Davidson Media Group (DMG) is one of the largest multicultural radio
groups in America today. With a focused vision of serving the
country's emerging Hispanic markets, DMG offers advertisers the
ability to reach the fastest growing segment of today's multicultural
audiences.
Since 2004, Davidson Media Group has been addressing
the needs of underserved Hispanic media markets with
innovative, grassroots programming and growth
opportunities for advertisers and communities alike.
THE POWER OF DAVIDSON MEDIA GROUP

The untapped potential of reaching Hispanics through culturally
relevant Spanish-language radio stations in rapidly growing Hispanic
markets, providing marketers and advertisers with several
advertising options.
THE POWER OF SOUTHERN NEW ENGLAND
WKKB-FM 100.3 Providence
Why Latina can lead you to increased ROI:
In Providence County 19.3% of the population is Latino.
16.7% of New Bedford’s population is Hispanic. Among Hispanics
in this Massachusetts city, 7% are Puerto Rican.
Latinos are empowered: Providence Mayor Angel Taveras,
raised on the South Side, is the city’s first Latino mayor and
won election with 82% of the vote.
Latina 100.3 is the lone Spanish-language FM in New
England—an area rich in Hispanics that continues to see
population growth.
THE LATINA 100.3 LISTENER
Latina 100.3 listeners have buying
power. WKKB has a 5.9 Cume rating
among listeners in households with
annual incomes of $75K+, and a 6.4
Cume rating among listeners in
households with annual incomes of
$100K+.
.
Latina 100.3’s female listeners
are affluent, young, and highly
likely to be mothers. According
to The Media Audit, WKKB
enjoys a 4.3 Cume rating among
listeners in households with
incomes of at least $75K who
have children in the home. A
large majority of these listeners
are aged 18-34.
THE PURCHASING POWER OF LATINA CONSUMERS
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Latina 100.3 listeners are 500%
more likely than all radio
listeners to make at least five
purchases each week at a fast
food restaurant. Among the
chains they frequent are, in
order of preference, Taco Bell,
Subway, Wendy’s, Dunkin
Donuts, and McDonald’s.
According to The Media
Audit, WKKB listeners
are much more likely to
own a BMW, Buick,
Hyundai, Volkswagen or
Ford than other vehicle
brands.
Latina is Southern New England’s
Digital Opportunity for Marketers
Data from The Media Audit for May-June 2012 show that WKKB listeners are
400% more likely than listeners to all radio stations in Providence to purchase
a tablet device in the next 12 months. This means that many listeners already
have these devices, and possess an opportunity to interact with not only Latina
100.3 online but with its advertisers.
Additionally, smartphone owners
who listen to WKKB are nearly 500%
more likely than listeners to all radio
stations in Providence to have
visited a local website via their
mobile device in the past month.
This presents myriad opportunities for marketers, as Latina 100.3’s
online and mobile platforms may be used to reach a group of
consumers who are growing in importance yet have been largely
ignored by a wide variety of national, regional and local brands.
Providence
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Unique Cume,
Untapped Potential
While marketers can target Englishdominant Hispanics through advertising
on these stations, only Davidson Media
Group’s WKKB-FM “Latina 100.3” offers
the opportunity to truly connect to the
Hispanic consumer.
With culturally relevant programming specifically targeting a vibrant group of
young adults who are growing in affluence, marketers will miss the mark in
their efforts to achieve the greatest ROI should they decline to include Latina
100.3 in their media buys.
Springfield, MA
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According to 2011 Census Bureau estimates, Hispanics comprise
21.4% of Hampden County’s population. In the city of Springfield, with
a population of 153,155, 38.8% of residents are Hispanic.
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To the north, Hispanics in 2011 accounted for 48.4% of Holyoke’s
39,900 residents. This is a significant shift from 2006, when the
Hispanic population was mainly concentrated in Springfield and
neighboring Chicopee.
“La Nueva Popular” and “Power” are the lone Spanish-language radio
stations in Western Massachusetts … a region dominated by Puerto
Rico-born Latinos who continue to crave music, news, and information
that’s most relevant to them.
THE POPULAR and POWER LISTENER
14.1% of adults 18+ who planned
to purchase a new car, van, truck,
or SUV within the next 12 months
are Hispanic.
Of adults 18+ who reside in Springfield,
MA and log at least 350 miles per week
on their vehicles, 20% are Hispanic.
Of adults aged 18+ in Springfield who plan to spend at least $30,000 for
their next vehicle, 28.7% are Hispanic.
THE PURCHASING POWER OF WESTERN MASSACHUSETTS HISPANICS
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Data from The Media Audit show that of adults aged 18+ who plan to purchase a
major household appliance in the next 12 months, 23% are Hispanic.
Additionally, of adults aged 18+ who plan to purchase a personal computer in
the next year, 20% are Hispanic.
Best Buy has an incredible opportunity to further grow
its Hispanic consumer base by advertising on WACM &
WSPR. The Media Audit notes that of Springfield
residents aged 18+ who shopped at Best Buy in the
past six months, 15.2% are Hispanic, compared to
10.9% of Blacks and 5.5% of other races.
According to The Media Audit, 35.8% of adults 18+ that use T-Mobile wireless
services are Hispanic. Additionally, 31.5% of adults aged 18+ in Springfield
who subscribe to Sprint services are Hispanic. This compares to less than 12%
Hispanic subscribers for AT&T, Verizon, and TracFone.
Davidson Media Group’s Springfield, MA stations offer solid
marketing solutions for Hispanic marketers
The Springfield, MA media landscape includes radio stations, television
stations and weekly newspapers serving the market’s Hispanics. The
presence of Univision and Telemundo affiliates, in addition to two print
publications, provides evidence of the importance of Hispanic consumers
in Western Massachusetts to marketers.
.
While these Spanishlanguage media outlets
merit, WACM and WSPR
provide the biggest value to
marketers.
Advertisers simply cannot assume that because Hispanics in Springfield, MA
may listen to WHYN or WMAS-FM that they can effectively use these radio
stations to market to this audience. Proper marketing to Hispanics must take into
account language preference and, more importantly, cultural relevance. Only
WACM and WSPR can provide this outlet to marketers.
Philadelphia
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Geoscape data reflecting the Philadelphia DMA show slightly more than
850,000 Hispanics residing in the Delaware Valley. This reflects a
nearly 50% increase from 2000 and compares to roughly 683,850
Hispanics in 2009.
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According to Geoscape population data appearing in Hispanic
Market Overview 2010, 310,573 Hispanics in Philadelphia are either
English-dependent or are bilingual and prefer to use English.
However, nearly 293,500 Hispanics are bilingual, prefer to use
Spanish, or are Spanish-dependent.
As noted in Hispanic Market Overview 2010,
annual Hispanic household expenditures in
2009 totaled $9.1 billion. This reflects 5.3% of
total household expenditures in the
Philadelphia DMA.
MORE REASONS TO MARKET TO HISPANICS IN PHILADELPHIA
The Philadelphia market is home to the thirdlargest Hispanic population on the East Coast,
behind Miami-Fort Lauderdale and New York,
respectively. It is the 16th largest Hispanic
market in the nation, ranking ahead of
Orlando, Denver, and Washington, DC.
The largest percentage growth, by county, was seen in Montgomery
County, PA, home to communities such as Norristown and Pottstown. In
2010, the Hispanic population numbered 34,233, reflecting a 124%
increase from 2000. In Chester County, PA, home to municipalities such
as West Chester, the Hispanic population numbered 32,500 in 2000 –
reflecting a 102% rise from 2000.
According to the Greater Philadelphia Hispanic Chamber of
Commerce, Philadelphia-area Hispanics have a total purchasing
power of approximately $4.2 billion.
THE GROWING AFFLUENCE OF
HISPANICS IN PHILADELPHIA
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According to data from The
Media Audit for May-July
2012, of adults aged 18+
who reside in the market
9.8% of business owners,
partners or corporate
officers are Hispanic.
The Media Audit also shows that of Philadelphia adults aged 18+ who
shopped at H&M in the last six months, 18.2% are Hispanic
Additionally, 25.6% of respondents who shopped at IKEA in the last
six months are Hispanic.
Mega offers solid marketing solutions to truly capture
Hispanics in greater Philadelphia
The Philadelphia radio dial is crammed with a diverse assortment of
AM and FM stations. However, Davidson Media Group’s WEMG-AM
“Mega 1310” is the only one station in the market providing Hispanics
with Spanish-language programming at all times.
According to The Media Audit,
Hispanics may not be consuming totalmarket radio stations that marketers
may assume they tune to. For example,
just 4.5% of Rhythmic Top 40 “Wired
96.5” listeners are Hispanic. 16% of
WISX-FM “Mix 106.1” listeners are
Hispanic. Additionally, just 16.7% of
Top 40 “Q102” listeners are Hispanic.
This reinforces the importance of reaching Hispanic consumers through media
that is culturally relevant and can connect to them emotionally and in a language
that they are most comfortable with. Given the significant population of bilingual
and Spanish-preferred Hispanics, advertisers cannot ignore WEMG when
seeking to grow their brands in the long-term.
Jacksonville
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According the Census Bureau estimates, the city of Jacksonville boasts
a population of 827,908. Hispanics comprise 7.7% of the city’s total
population.
Jacksonville’s Hispanic population is
dominated by Puerto Ricans, followed by
Mexicans. However, the percentage of
Cubans and Colombians is growing.
THE UNTAPPED POTENTIAL OF JACKSONVILLE’S
HISPANIC CONSUMERS
According to The Media Audit,
Jacksonville adults aged 18+ who
are Hispanic are more likely to be
employed in white-collar jobs (6.8%)
than blue-collar jobs (3%).
According to The Media Audit, Hispanic
respondents were more likely to shop
for groceries at Winn-Dixie than at
Walmart, which in syndicated research
studies has been shown to be the
undisputed leader among lessacculturated Hispanics.
And, Hispanics typically spend at least
$150 per week on groceries at a
supermarket due to larger than
average family size.
Wireless service providers that are not
advertising on Caliente 105.3 should simply
exit the Jacksonville market.
According to The Media Audit, 63.5% of respondents who
reside in cell phone-only households are Hispanic,
compared to 36.5% of Whites.
Data also suggest that Hispanics are not
particularly loyal to one wireless carrier, with
T-Mobile capturing 11.2% of Latino
respondents in Jacksonville and Sprint used
by 9% of respondents. Verizon Wireless (8%)
and AT&T (5.1%) are laggards in this market,
as in other DMG markets.
This presents myriad opportunities for marketers, as Caliente 105.3’s
online and mobile platforms may be used to reach a group of
consumers who are growing in importance yet have been largely
ignored by a wide variety of national, regional and local brands.
Caliente 105.3 offers solid marketing solutions to
truly capture Hispanics in Jacksonville
As Jacksonville’s Hispanic population continues to grow in
prominence, marketers will no longer be able to ignore their spending
power. While English-language stations may be consumed by
Hispanics in Jacksonville, marketers must consider the possibility that
a significant portion of this audience may not be proficient in English.
Caliente is Jacksonville’s
only FM Spanish language
station and must be included
in all advertising buys to
reach Hispanics!
Tampa-St. Petersburg

The Tampa-St. Petersburg-Clearwater MSA has a total population of
4.31 million people, according to U.S. Census Bureau 2012 estimates.
Hispanics comprise 12.4% of the population, making them the largest
multicultural group in the market; Blacks comprise 10.6% of the MSA
population, while Asians account for 2% of the population.
Mexicans account for 30%
of the population, while
Puerto Ricans comprise
28% of the population and
Cubans represent 13% of
the population. However, it
is important to note that this
reflects a wide region that
stretches beyond Pinellas
and Hillsborough Counties,
which are mainly Puerto
Rican and Cuban.
Hillsborough County, home to
Tampa, has an estimated 2012
population of 1.28 million. One in
four residents in Hillsborough
County is Hispanic. As of 2007,
Hispanic-owned firms comprised
20% of the city’s business
environment. Pinellas County’s
estimated 2012 population stands at
921,319. 8.3% of residents are
Hispanic.
Projected Hispanic Growth Over The Next Five
Years: Tampa-St. Petersburg
• Hillsborough County
Current Hispanic population: 392,600
Projected growth: 20%
• Pasco County
Current Hispanic population: 61,100
Projected growth: 32%
• Polk County
Current Hispanic population 117,500
Projected growth: 27%
Source: Claritas 2012
THE HISPANIC CONSUMER IN TAMPA BAY:
IN THE FAST LANE
Nearly 1 in 4 Hispanics aged 18+ in Tampa
Bay (22.2%) said they planned on purchasing
a new vehicle in the next 12 months.
Additionally, of respondents who said they
would spend more than $30K on a new vehicle
in the next 12 months, 18% are Hispanic.
Of total respondents, 1 in 5 Hispanics own a
Ford, while 13% of Hispanics own a
Chevrolet and 18% of Hispanics own a
Dodge. Among imported brands, 18% of
Hispanics own a Honda or a Kia.
PUBLIX IS NOT A POPULAR CHOICE AMONG TAMPA BAY LATINOS
Of adults aged 18+ in the Tampa market
who shop at supermarkets, 22.8% shop
at discount grocery chain Aldi,
according to The Media Audit. By
comparison, just 15.1% of the market’s
Hispanic adults shop at Publix.
Of supermarket shoppers aged 18+ in
Tampa Bay who spend more than
$150 per week on their grocery
needs, 20.1% are Hispanic. Hispanics
tend to have larger households than
non-Hispanics, thus accounting for a
greater need for various types of
CPGs, beverages and food items.
On the subject of dining out,
Hispanics, most-frequented Fast
Food purchases are, in descending
order, Taco Bell (22.1%), KFC
(21.9%), Burger King (17.3%),
Wendy’s (16.7%), Checkers
(15.6%), and McDonald’s (14.9%).
Why Davidson Media Group’s
WTMP-AM & FM should be
included in the marketing mix
The Tampa Bay Area’s Hispanic population is significant, and although
it is not considered an “emerging” market, Hispanic growth in both
Hernando and Pasco Counties, where WTMP-FM can be heard, has
altered the landscape.
Marketers have many options to choose from with respect to
Tampa Bay’s Spanish-language media, but it is Davidson Media
Group’s WTMP-AM & FM which are the most strategically designed
to reach the market’s Hispanic population for years to come.
WTMP-AM & FM’s audio stream does not preempt local commercials.
This is important, as listening to Bahia over smartphones and mobile
devices will become increasingly important in the coming years.
Richmond

Richmond is a much different city than it was just 13 years ago. Hispanic
population growth is the cause of this dramatic change. From 2000 to
2011, the city of Richmond’s Hispanic populace grew by 95%. The
number of Hispanics in Richmond is 300% higher than it was in 1990.
The city of Richmond, which is not within a county, has a population of
205,533. While 51% of the population is Black, 6.3% of the population is
Hispanic. Additionally, Petersburg’s population is 79% Black while 3.8%
of the population is Hispanic.
The Richmond market is still very much an emerging
Hispanic market with potentially strong long-term
economic growth. It is also a market where in-language
communication vehicles including radio are essential
conduits for connecting with Hispanics in a relevant way.
THE POTENTIAL FOR BRAND GROWTH WITH
HISPANIC S IN RICHMOND
WVNZ signed on the air in September 2003 and
today airs a wide variety of Spanish Contemporary
Pop music while also serving Richmond’s Spanishlanguage audience with news, sports, traffic reports,
and community service programming.
WTOX debuted on Christmas Eve 2005 in
response to the growing population of Hispanics
of Mexican heritage. La Gran D is the lone station
in the market targeting Hispanics of Mexican
heritage. Thus, its listeners are of key value for
they likely listen to few other radio stations.
SPENDING TRENDS OF HISPANICS IN CENTRAL VIRGINIA
Of adults aged 18+ in Richmond who
said they wish to purchase a new
vehicle in the next year, 8.5% of
respondents are Hispanic.
According to The Media Audit, which measured Richmond during April-June
2012, Hispanics are most likely to own a Kia (32.6%), followed by
Volkswagen (15.5%), Ford (6.3%), Honda (6.1%), and Dodge (5.5%). This
suggests that Colonial Kia, Patrick Kia and Pearson Kia should be fighting for
Hispanics by engaging in marketing efforts that include WTOX and WVNZ.
Reflecting the aspirational nature of Hispanics in Richmond,
10.2% of respondents who plan to buy a home during the next
two years are Latino. Home builders and real estate agents
should therefore consider Davidson Media Group’s two radio
stations to effectively attract this segment of new home buyers.
Why Davidson Media Group’s
WVNZ & WTOX should be
included in the marketing mix
Hispanics don’t see these stations as others would
consider the stations they listen to. They see them
as part of the community.
INSIDE DAVIDSON MEDIA GROUP
Davidson Media Group leads in
providing multicultural media to
America’s typically underserved yet
fastest-growing metropolitan areas.
Chris McMurray has almost 40 years of
experience in broadcast management
working for many of today’s premier radio
groups such as Cox and Entercom She
joined DMG in January 2012 having worked
the previous 6 years for private equity firms
such as Goldman Sachs.
Chris McMurray
President
Discover Davidson Media Group …
and let your brand achieve incredible
ROI.

SANJAY SANGHOEE is the owner of Davidson Media
Group's parent company, SS Broadcast Holdings LLC.
Sanjay is an investment professional specializing in media
who previously worked for a global alternative investment
firm based in New York. Prior to that, Sanjay was a mediafocused investment banker at several investment banks.
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[email protected]