FOR IMMEDIATE RELEASE:March 18, 2009
UNIVISION KUNW-TV TO LEVERAGE YAMIKA/TRI-CITIES SPANISH MEDIA RESEARCH
Yakima, WA - Univision KUNW-TV has signed to a three-year data lease agreement with Rojo Research for access to the company's syndicated Yakima/Tri-Cities Spanish Media Study.
In February, Rojo Research performed comprehensive local market Spanish media consumer research in Yakima, Benton, and Franklin counties, dialing over 11,100 local Latinos to ultimately interview 355 respondents.
Rojo Research captured over 400 data points on Latino media consumption, purchasing plans, shopping behavior and personal demographics. The company's local Spanish media partners will leverage such data to underscore the value their unique audience and justify a return on investment for advertisers.
"The information in the Rojo research study affords us the opportunity to give our clients real insight into the market they do business in. Something they can not get anywhere else. This goes far beyond rating points and rankers delivering real information that a business can truly benefit from." remarks Bob Berry, KUNW-TV General Sales Manager.
"We have a fundamental belief the divergence of local media enriches a community. Yet, most Spanish media lack the depth of audience data of their mainstream counterparts – which in a challenged economy may suggest media attrition and homogeny is imminent." states John Herron, CEO of Rojo Research. "Our mission is to provide tools and training to assure revenue growth of our Spanish media partners, which begets solvency, and affirms a variety of voices will continue to serve and influence their local Latino communities."
"Rojo Research has high expectations of KUNW-TV to aggressively promote the immense value of its unique audience to advertisers of Central Washington. We are extremely enthusiastic regarding this partnership." Herron concludes.
Last September, Rojo Research completed a similar study for the Portland, Oregon market. Subscribers to the Portland Spanish Media Study include KWBY 940 AM La Pantera, 95.1 FM La Pantera Amor, KCKX 1460 AM Radio Ondas de Gozo, KPCN 96.3 FM Radio Movimiento, and Univision KUNP-TV.
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