Hispanic Radio and Sports: A Winning Team

February 21, 2018

You Can’t Win the Game if You Don’t Know How to Play

From baseball to football, and from basketball to motor sports, Hispanic consumers are “major league” fans. They represent a huge opportunity for sports teams, their merchandise, their venues — and their broadcast media sponsors.

Still, many radio stations are unsure as to how to connect with, or fully tap into, the growing Hispanic sports market and its vast potential.

That’s because it takes more than mere presence—it takes recognizing cultural nuances and having a solid multicultural marketing strategy, one that understands that Hispanic sports consumption is typically about much more than simply listening to a game. Rather, it’s an opportunity to connect socially with one’s community or network.

This means your station needs to be more than just a broadcast outlet for the game to really maximize its potential. Consumers are looking for an enhanced experience, one that includes multiple touchpoints of engagement and interactive entertainment. If you don’t deliver that, they may turn the dial elsewhere.

In today’s multi-platform, multimedia world, there is plenty of competition for your audience’s attention. If you want to reach the fastest-growing consumer segment in the country, you need to turn up the volume with Hispanic listeners. They have the power to affect your bottom line not only today, but also in the future.

If your station’s lineup includes sports, building listener loyalty is something that can translate into even bigger potential. According to Nielsen, 41% of Hispanic sports consumers are inclined to buy products offered by the sponsors.

What’s the bottom line? If you program sports on your station, your revenue growth depends on how well you connect with Hispanic sports fans.

At the Hispanic Radio Conference, a panel of sports radio experts – including panelists from both station and agency buy sides – will share how to score bigger ratings and revenue wins by tapping into the potential of Hispanic consumers and sports programming.

Moderator:

Blanche Joesten is the Hispanic network audio sales manager at Skyview Networks, where she focuses on business development, leveraging broadcast, and developing innovative solutions for today’s big brands trying to reach Hispanics. She is the first to hold this position and is dedicated to helping agencies and Fortune 500 brands reach Latinos inside play-by-play sports. Joesten is an accomplished executive with a 25-year history of success in a variety of disciplines and sectors including Hispanic, national and regional network, and local radio. She is results-oriented and has a record of successfully driving business, contributing to new sales across the full spectrum of multimedia platforms, including on-site experiential media, audio, digital, mobile, and specially created content features and sponsorship elements across multiple programs. She has previously served in a variety of sales and marketing leadership roles at CBS, Radio Disney, and Westwood One, as well as on the executive team at local, national, and Hispanic New York City radio stations.

Panelists:

Dominic Fails is a 29-year industry veteran currently working at Univision as senior vice president of sales for Univision’s radio properties. He has worked in both TV and radio sales in a variety of leadership positions. Fails has spent 11 of the last 15 years in Spanish-language media. Before joining Univision, he headed sales for the Journal Broadcast Group of radio and television stations. In these roles he has been fortunate to work with a variety of teams, leagues, and tournaments by securing broadcast rights, selling marketing solutions, and building radio networks.

Rick Hernandez serves as the manager for WEPN-AM 1050 (ESPN Deportes Radio) in New York, where he oversees all national, local, and play-by-play revenue for the flagship Disney O&O radio property. Prior to ESPN, Hernandez served as the local digital manager for CBS Radio’s six New York properties and two TV stations. Before that, he was with Univision Radio’s WADO-AM 1280 in New York, where he held roles as both local and general sales manager. His current play-by-play responsibilities include local properties as well as the New York Mets and the New York Jets, along with local sales of ESPN Deportes Network Properties; NBA, MLS, MLB, NFL, and 300-plus hours a year of world-class soccer including Mexican League, Euro League, UEFA Champions, and FIFA Friendlies. He believes that Sports radio (especially Hispanic Sports radio) connects with listeners on a personal level, and that is the reason it remains one of the best mediums to reach active consumers no matter what the delivery method – broadcast, digital, or mobile.

Isabella Sánchez is vice president of media integration for Zubi Advertising, overseeing all integrated media for the Ford Motor Company, Ford California Dealer Associations, JP Morgan Chase, and Lincoln Motor Company. She has over 20 years of media experience with many of the largest advertisers in the U.S. Hispanic market. Prior to Zubi, she was VP/managing director of Tapestry, a division of Starcom MediaVest Group. Before that she served as vice president, director of media services for the Bravo Group, a division of WPP. In 2003, she was honored by the Association of Hispanic Advertising Agencies (now Culture Marketing Council) and Hispanicad.com as the Media Planning Executive of the Year. She currently is the Treasurer of the CMC (formerly ahaa) and serves on the advisory board for Texas Tech University’s Institute for Hispanic and International Communications.

The Hispanic Radio Conference is the only conference dedicated solely to Hispanic radio. Now in its ninth year, the conference attracts the industry’s key leadership in management, sales, and programming, whose combined audience reaches approximately 95 percent of the 59+ million Hispanics in this country.

Rooms are selling out. Book here today for the special conference rate.