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iponsop
OCTOBER 19, 1964
Air rnedis: doorwsy to the U.S. Spanish-spesking market
Dou can't say that major advertisers today have never heard of the Spanish-speaking market in major U.S. cities and in key sales areas. You also can't say that the market is clearly defined, widely understood and correctly approached in the advertising plans of major U.S. corporations.
Growing awareness of the market, which many estimate at more than six million people with a total purchasing power of some $10 billion, has triggered growing use of Spanish-directed media, particularly radio. The number of familiar brand names you'll hear today on Spanish-language stations gains steadily — Breeze, Camel, CocaCola, Fab, Silver Dust, Pan-American Airways, Budweiser, Bufferin, Carolina Rice, Richfield Oil, Winston, to name a few.
But the problem of understanding, appreciating and evaluating the Spanish-language market, and its air media, remains. Some major advertisers and agencies admit the
existence of the Spanish-language market, for instance, while maintaining that English-language media — general-market radio and tv included — will do the basic job because of the bilingual quality of much of the Hispanic-derived U.S. market.
This is the crux of the Spanishlanguage -market problem.
A comment by Warren Shuman, veteran rep in the Spanish air media field and manager of Tele-Radio
& Tv Sales, to Sponsor two seasons ago still applies: "The point is not the degree to which the Spanishlanguage market speaks or understands English, but rather how this group can best be sold goods."
The Spanish-language market can make an important difference in an advertiser's profit-and-loss figures, particularly in the areas of foods, beverages, household products, automotive supplies, soaps and cleansers, tobacco products and appliances.
Sponsor's own survey of broadcasters in the Spanish-language field produced one result which should make many advertisers wonder, indeed, if their advertisingmarketing plans are really complete: a mere 1 percent of the respondents felt that major advertising agencies were "well-informed" on the subject of Spanish air media.
It is in an effort to help close this informational gap on the part of admen and marketers that Sponsor presents the extensive report on the following pages. ♦
October 19, 1964
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