FOR IMMEDIATE RELEASE: June16, 2010
SEAHAWKS LEAD FLOCK WITH YAKIMA/TRI-CITY LATINO SPORTS FANS
YAKIMA, WA – The Cascade Mountain Range is little barrier to central Washington Latino fans of Puget Sound’s professional sports teams, especially the Seattle Seahawks.
A recent Latino media and sports study supports that one out of five Hispanic adults from the Yakima/Tri-City region are fans of the Seahawks, Mariners, or Sounders (soccer), respectively.
Of the 33,600 Latinos that follow the Seahawks, 21.8% have attended a game in the past 12 months, while an astonishing 88.5% have watched a game on TV.
For college athletics, Washington State University can claim over 26,000 Latino fans, with more than 60% had watched a Cougar football game on TV in the past 12 months.
Interestingly, NCAA Division II Central Washington University Wildcats enjoy the same Latino market share (9.8%), as national basketball powerhouse and icon Gonzaga University Bulldogs.
As the Hispanic population continues to expand, sports team are increasingly interested to reach this attractive, yet somewhat untapped, target audience.
From May 18 – June 7, 2010, Rojo Research interviewed Latino adults from 356 households in Washington State counties of Yakima, Franklin, and Benton for a 52-question, 25 minute study. More than 15,000 households were contacted, with 78.1% of participants preferring to respond in Spanish. 77.2% of respondents are Mexican nationals.
Respondents were questioned regarding their fan avidity for Washington professional and collegiate sports teams.
Latino fan rankings for Yakima/Tri-City collegiate and professional sports teams are as follows:
• Seattle Seahawks Football: 21.9%
Rojo Research captured over 350 consumer behavior data points, including purchasing plans, shopping behavior and demographics. Sports organizations and Latino media partners leverage such data to underscore the value their audience, and justify a return on investment for sponsors and advertisers.
Rojo has partnered with over 70 sports organizations throughout the U.S. and Canada; including Boise State, Mississippi State, Hawaii, Texas Tech, Idaho, Montana, the Tacoma Rainiers, and the Saskatchewan Roughriders.
Rojo Research - John Herron, President & CEO, 503.954.2747 | firstname.lastname@example.org
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