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Part Five Developing the Integrated Marketing Communications Program
Belch: Advertising and
Promotion, Sixth Edition
V. Developing the
Integrated Marketing
Communications Program
English, placing radio spots on general-market stations
to promote Telefutura among bilingual Hispanics
in New York and Los Angeles.
Univision and Telemundo are fighting over the
fastest-growing media market in the United States: Ad
spending on Hispanic television is growing nearly 10
percent a year, while advertising revenues in mainstream
network television have shown little or no
increases. A major reason for this growth is that major
advertisers such as Sears, Kmart, Miller Brewing Co.,
Ford, McDonald’s, and many others recognize the
importance of the Hispanic market and are developing
commercials specifically for this market. These companies
also recognize that Spanish-language TV networks
are the best means of reaching this fast-growing market
with their television spots. Univision already has
surpassed the major networks in several big-city markets,
as its stations in Los Angeles, New York, Miami,
Houston, and Dallas had higher prime-time ratings in
11. Evaluation of Broadcast
Media
© The McGraw−Hill
Companies, 2003
the coveted 18-to-34 age category than did their ABC,
CBS, NBC, and Fox counterparts during a recent ratings
period.
While Univision and Telemundo are likely to continue
their battle for Hispanic TV viewers, it appears there is
plenty of room for both networks to continue to grow.
However, they are likely to face competition from other
media companies, such as ESPN. Owned by Disney, ESPN
is launching a 24-hour, Spanish-language sports cable
network in late 2003. The ESPN Deportes’ programming
will include Major League and Latin American baseball,
NBA games, volleyball, soccer, and a Spanish version of
ESPN’s signature show, Sportscenter.
Sources: Barry Jackson, “ESPN to Launch Spanish-Language Network,”
The Miami Herald, Sept. 25, 2002, p. 1; Ronald Grover and
Aixa M. Pascual, “Mana a Mano in Hispanic TV,” BusinessWeek,
Sept. 9, 2002, p. 122; Eduardo Porter, “Univision Seeks a Bigger Pie
for Spanish TV,” The Wall Street Journal, Jan. 14, 2002, pp. B1, 3.
Figure 11-2 What TV shows cost: estimated price of a 30-second spot on the major networks: Fall 2002