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FOR IMMEDIATE RELEASE: Apr 12, 2010

BUSTOS MEDIA ADDS PORTLAND LATINO MEDIA RESEARCH
NEARLY HALF OF HISPANIC ADULTS LISTEN TO BUSTOS STATIONS

Sacramento, CA - Bustos Media enhanced its research portfolio by subscribing to Rojo Research’s Portland Latino Media Study.

The 2009 Portland Latino Media Study was conducted from October 27-December 3. Rojo Research interviewed Latino adults from 393 households in Multnomah, Washington, Marion, Clackamas, Yamhill, Columbia, and Clark (WA) counties for a 55-question, 24 minute study. More than 19,200 households were contacted, with 73.3% of participants preferring to respond in Spanish.

Recently, Bustos leased listener demographics and consumer behavior available in Rojo's Seattle Latino Media Study.

"We are excited to partner with Rojo Research. I am confident it will be a valuable resource for our diverse group of Spanish formats in Oregon, which includes Regional, Talk/News, Christian Contemporary and ESPN Deportes." remarks Ricky Tatum, VP/General Manager, Bustos Media Oregon.

“Regarding our Latino media partners, Bustos Media is the first to lease data from both the Portland and Seattle markets. Strategically, this is very shrewd business. Now the organization can show advertisers seamless coverage of their unique listener audience for the majority of the Pacific Northwest west of the Cascades.” comments John Herron, CEO of Rojo Research.

“With such consumer behavior research, we expect to see Bustos emerge from the recession aggressively pursuing ad dollars.”

More than 400 data-points were collected to support the advertising sales endeavors of local market Latino media. Potential future Rojo market studies include Atlanta, Boston, Denver, Las Vegas, Phoenix, Salt Lake City, and the San Diego.

The Portland study shows the aggregate of Bustos stations (1520 AM La Gran D, 910 AM & 1390 AM ESPN Deportes, La Reyna 1150 AM, La Paloma 1150 AM, and KOOR 1010 AM) reach 45.8% market share of local Latino adults during a 7-day period.

Bustos Media owns 25 radio stations and four Azteca America TV affiliates in California, Oregon, Washington, Idaho, Utah, Colorado, and Wisconsin. The company has positioned itself as an independently/owned, Spanish-language network and radio group serving the fast-growing mid-tier Hispanic markets in the United States.

Rojo Research also performs Latino media studies in Yakima/Tri-Cities, WA. A few subscribers include KUNW-TV Univision, KCTS- TV (Vme), and El Sol de Yakima Newspaper.

Rojo specializes in local market syndicated Spanish media research as well as college and pro sports fan research. Launched in September 2006, the company has quickly risen to one of the largest providers of fan research for NCAA college athletic programs.

For more information regarding Latino media research, please contact Evelin Hernandez, Director of Latino Media & Sports, 503.954.2770.

Rojo Research - John Herron, President & CEO, 503.954.2747 | john@rojoresearch.com

 

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