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FOR IMMEDIATE RELEASE: Dec 7, 2009

UNIVISION RETAINS TOP SPOT IN PORTLAND LATINO MEDIA RANKING
NEARLY 3 OUT OF 4 HISPANIC ADULTS WATCH UNIVISION

A 2009 study of Portland Hispanics adults regarding their Latino media consumption showed Univision earned an impressive 72.3% market share.

This fall, from October 27 to 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; compared to 55% of respondents from the Seattle Latino Media Study performed in spring.

Telemundo enjoyed the second-largest audience with 60.8% market share, followed by KRYP 93.1 FM El Rey with 50.6% of Latino adults.

This is the third straight year Univision has ranked as the most consumed Latino media in the Portland market. In 2007, Univision showed a 74.9% market share, followed by 69.9% in 2008.

Top Portland Latino Media Ranking (2009)
Television
1. Univision
2. Telemundo
3. Galavision

Radio
1. KRYP 93.1 FM El Rey
2. KGDD 1520 AM La Gran D
3. KWBY 940 AM La Pantera

Newspaper
1. El Hispanic News
2. Noticas Latinas
3. El Latino de Hoy

Business Directory
1. Paginas Amarillas
2. Directorio Telefonico
3. Guia Telefonica

Latino media consumption is based upon a 7-day cume for TV and radio, a 4-edition cume for weekly, bi-weekly, and monthly publications, and a 6-month cume for business directories.

Rojo Research captured over 400 data points on local media consumption, purchasing plans, shopping behavior and personal demographics. Portland Latino media will leverage such data to underscore the value their unique audience and justify a return on investment for advertisers.

Tentative future markets for Hispanic media studies include Atlanta, Austin, Boston, Denver, Oakland, Orange County, Rio Grande Valley, San Diego, San Francisco, and San Jose.

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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