Everything’s coming up rosas for Spanish-language outlets.
Entravision and Univision, affiliated networks with extensive holdings in Latino television and radio, mainly in the Southwest, last week reported first-quarter revenue increases of 11 and 23 percent over 2004. A third affiliate, TeleFutura, also posted record gains.
According to the February Nielsen Hispanic Station Index, Univision’s KCEC-Channel 50 viewership among Latino adults 18-49 rose 39 percent in primetime and 22 percent overall.
It’s soccer and soap operas, not to mention a growing Latino population, driving the rising numbers. Mario Carrera, vice president/general manager for Entravision in Colorado couldn’t be happier. “We’re seeing people come in and compete,” he said. “That’s fantastic, that validates the market.”
But Carrera, who oversees three TV stations and four radio stations for Entravision in the state, wonders why some advertisers haven’t tumbled to the rapidly increasing market. “The base of advertisers is still small, but growing,” he said. “I think it’s a lack of understanding of the market.”
Some advertisers have tumbled to the trend. “Nordstrom just started with us,” said Carrera. “I’ve seen Macy’s in other markets. The furniture category is a huge opportunity because the Hispanic market is in an acquisition stage at this point. It’s a younger market, moving in to new homes, starting a family, buying a car, moving up in the workforce.”
As usual, we’re slow on the uptake. “I saw this in Los Angeles 15 years ago,” Carrera said. “Now you have a company out of Mexico, Famsa, opening stores in L.A. I hate to say this, but Denver is behind a few years. Denver is an untapped market, a well-kept secret.”
The best is yet to come, in Carrera’s vision of the broadcast world. “There’s significant room for growth.”
Around the dial
Jay Marvin, morning man at KKZN 760-AM, has been tapped to fill in for Ed Schultz on the latter’s nationally syndicated talk show May 20. Fans won’t have far to go – Marvin, who’s usually on 6-10 a.m., will take the 1-4 p.m. shift. … KDVR-Channel 31 has signed anchor-reporter Shaul Turner to “a long-term contract.” No other details. … Sportscaster Dick Enberg’s talk to The Denver Forum luncheon at noon Thursday has been moved to the Hotel Monaco. … Seventy-one percent of 1,000 interviewees believe there are more commercials on TV than there were a year ago, says an Arbitron/Edison Media Research survey. And 48 percent said they switch channels when a commercial comes on. … Quotable: “Young Hispanics are showing an ever-increasing interest in Spanish-language television, radio, music and Internet destinations.” – A. Jerrold Perenchio, CEO, Univision.
Dick Kreck’s column appears Monday, Tuesday, Thursday and Friday. He may be reached at 303-820-1456 or dkreck@denverpost.com.
