Portland-Salem Oregon

Transcription

1 Portland-Salem Oregon

2 Station formats KGDD AM/FM KZGD AM/FM - La GranD La Gran D has been the Bustos Media flagship format since It has the market s most recognized on-air brand that plays a blend of Regional Mexican hits targeting Hispanic adults 25 to 49. La Gran D engages listeners with a music intensive format featuring radio personalities including El Show de El Bronco mornings, 6A-10A. A family oriented humor filled show that is both entertaining and accessible to the audience. Sports, entertainment news and audience interaction makes our mornings a must in the Portland/Salem market. La GranD airs the only local radio Spanish language newscast during morning drive. La Kpry (Paola Delgado) is a fast paced program filled with audience interaction and information. Paola is on point with her timely remarks about all things Oregon. She is the audience s preferred companion during the mid-day. You can give Paola a listen 10A-3P. Estefania La Treviesa keeps you entertained on your way home from work. La Traviesa plays the hits all the time and that makes that afternoon drive home a lot more pleasant. Lots of music, contests, weather, sports and a great sense of humor. It s remarkable what a few laughs and great music can do to top your day.

3 Station formats KZZR - LA ZETA, 94.3 FM Is a high-energy, promotionally oriented and personality driven contemporary Regional Mexican format targeting Hispanics adults. La Zeta is the home of El Show del Patron. A fast paced radio personality is now in the morning on La Zeta stations. You ll hear great music, topical interviews, great humor and the most energetic on-air personality ever El Patron!!! La Zeta s synergy with the audience is absolutely incomparable. It offers a fast paced music and personality delivery that drives the loyal consuming listener to stay tuned. Together, all three stations are an unbeatable combination to blanket the entire Market From Vancouver, WA through Portland and south to Salem. On-Air Personalities include Ariadna La Barby Aguirre, middays, a fun and fact filled show with audience participation and an all request show everyday at noon. Barby has the workplace and home audiences listening and Oscar El Zeta Boy Ramos on afternoon drive. Oscar takes the audience home with lots of contests, promotions, great music and a corridos hour 5P-6P. This is Top 40 high-energy personality radio at its best.

4 Station formats KSND La Pantera 95.1 FM La Pantera is the premiere heritage Spanish language radio station in Oregon. La Pantera offers wall to wall music Monday thru Sunday, 24/7. It appeals to both young and old The playlist is a best of the best compilation of the top 40 hits of today plus catalog of the biggest hits of the last decade. La Pantera plays music that is relevant to the top two spending generations. It is fast paced and highly produced KSND FM is a very viable alternative for the southern reaches of our DMA. Our personalities include nationally known Cristian Quinones El Chilango mornings 6A-10A, Manuel Romero El Flaco on mid-days and Lazaro Manzanarez on afternoon drive.

5 The Market Oregon s Hispanic population has an aggregate buying power of $9.5 billion per year (2014). Portland s Hispanic population ranks 4 th in the nation in growth. The Hispanic population in Oregon has grown an amazing 63% in ten years, 257% in just twenty years. Hispanic households are larger than the general market (48% report more than four children per household). Hispanics are fiercely brand loyal. 61% agree with the statement: It s very difficult to get me to change brands once I find one I like. * 85% prefer to buy a more expensive but trusted brand over a less expensive one they don t know.* Many U.S. brand teams have bought into the myth that Hispanic consumers do not respond well to retail promotions. The reality is that when properly executed, Hispanic retail promotions can out-perform general market initiatives.** One out of five high school students in Oregon is Hispanic. Hispanics are younger (median age: 25). 92.4% speak Spanish at home either exclusively or most of the time. *Yankelovich Hispanic Monitor **The San Jose Group Sources: US Census, 2010, Radio Advertising Bureau, Pew Hispanic Center, University of Georgia.

6 Listener profile 63% of the Hispanic population is between years of age. 45.4% of the Hispanic population 25+ holds a High School diploma. 32.5% of the Hispanic population 25+ is college educated. 85% of Hispanics aged 16+ were in the civilian labor force in 2013, compared to 72.3% of general population. The Portland market and Bustos Media listeners are primarily of Mexican origin, residing mostly in Spanish-dominant homes. This is a highgrowth market segment which also exhibits brand loyalty and product/service awareness. Bustos Media listeners spend a much higher proportion of their income on entertainment goods and services.

7 Coverage maps

8 Coverage maps

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