Portland, OR.  -  KUNP-TV Univision Portland has agreed to a three-year term with Rojo Research for access to syndicated Latino demographic data.

Last fall, Rojo Research performed comprehensive Spanish media consumer research in the greater Portland metro region, dialing over 9,900 local Latinos to ultimately interview 356 respondents.

Rojo Research captured data on Latino media consumption, purchasing plans, shopping behavior and demographics. Spanish media will leverage such data to justify a return on investment for advertisers.

“We’re excited to be working with Rojo Research to bring our clients local qualitative information on Hispanic consumers.  It will help our clients make marketing and advertising decisions that are more effective and more efficient.” comments David Smith, KUNP-TV General Sales Manager.

“The concept to provide local, syndicated Spanish media research was developed almost four years ago as an MBA thesis. An investigative study illuminated 90% of Spanish media have insufficient audience research, thus greatly inhibiting the opportunity to increase advertising revenue to compete in a hyper-competitive market.” remarks John Herron, president & CEO of Rojo Research.

“I personally have a fundamental belief the divergence of local media enriches a community. Yet, if most Spanish media lack the resources of their mainstream counterparts, attrition and homogeny is imminent. Rojo Research will provide tools and training to assure revenue growth, which begets solvency, and affirms a variety of voices will continue to influence.”

“Rojo Research has high expectations of KUNP-TV to aggressively promote the immense value of its unique audience to advertisers in Oregon . We are extremely enthusiastic regarding this partnership.” Herron concludes.

In addition to local syndicated Spanish media research, Rojo Research specializes in college athletics, pro sports, and performance arts audience research to assist organizations increase corporate sponsorship revenues. Other local clients include the Portland Opera, Oregon Ballet Theatre, Portland Beavers, Portland Timbers, and Portland State Vikings.

Launched in 2006, the company has quickly risen to one of the largest providers of fan research for NCAA member institutions.


KUNP-TV Univision Portland : David Smith, General Sales Manager, 503-963-2622,

Rojo Research - John Herron, 503-764-5530


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