Tampa bay Hispanic market info

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To effectively reach a Hispanic market in an area like Tampa Bay, you need to connect to the consumer group and not just reach them.....ask how.

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Tampa bay Hispanic market info

  1. 1. Tampa, Florida9721 Executive Center Drive North, Suite 200 | St. Petersburg, FL 33702 | 727-579-1925 2
  2. 2. Step One Get to Know the Tampa Market9721 Executive Center Drive North, Suite 200 | St. Petersburg, FL 33702 | 727-579-1925 3
  3. 3. Too Big to Ignore in Tampa 89% Hispanic population 88.6% growth over the last decade! 17.6% 10.1%Source: Tampa Census Population Growth. 2000 v 2010. Total Population Hispanic Population Non-Hispanic Population 9721 Executive Center Drive North, Suite 200 | St. Petersburg, FL 33702 | 727-579-1925
  4. 4. All of Greater Tampa Experienced Hispanic Growth % Change 2000-2010 Pasco County, Florida 178.2% Hernando County, Florida 170.2% Polk County, Florida 131.9% Sarasota County, Florida 112.4% Citrus County, Florida 109.6% Manatee County, Florida 95.4% Pinellas County, Florida 71.3% Hillsborough County, Florida 70.6% Highlands County, Florida 62.7% Hardee County, Florida 23.8% 0.0% 20.0% 40.0% 60.0% 80.0% 100.0%120.0%140.0%160.0%180.0%200.0% 2000-2010 Source: Census 2000, Census 2010 Data, Tampa DMA Counties; Hispanic Population 9721 Executive Center Drive North, Suite 200 | St. Petersburg, FL 33702 | 727-579-1925
  5. 5. The Tampa Hispanic Consumer They are younger 41 yrs The average age of the Tampa Hispanic is 41 years vs. 49 years for the Non-Hispanic. They are Home Owners 64% of Hispanic’s in Tampa own their own home They live in larger households of Hispanics in Tampa live in householdsThey are Bi-lingual 74% with 3+ Persons vs. 44% for the Non- Hispanic Tampa Household. They speak Spanish in the home71% 79% of Tampa Hispanics speak of Tampa Hispanics speak Spanish at Both Spanish and English. home. Source: Tampa Scarborough Release 2 2012 A18+ 9721 Executive Center Drive North, Suite 200 | St. Petersburg, FL 33702 | 727-579-1925 6
  6. 6. Tampa Hispanic Media Habits9721 Executive Center Drive North, Suite 200 | St. Petersburg, FL 33702 | 727-579-1925 7
  7. 7. Tampa Hispanics Prefer to Consume Media in Spanish Prefer Speaking in Spanish Prefer Listening to the Radio in Spanish Hispanic Hispanic 77% / 640 index 65% / 567 index Prefer Watching TV in Spanish Hispanic 59% / 474 index Source: Tampa Scarborough Release 2 2012 Full Year Study, Hispanic Adults 18+.9721 Executive Center Drive North, Suite 200 | St. Petersburg, FL 33702 | 727-579-1925 8
  8. 8. In November 2012, Over a Quarter of a MillionListeners Tune into CBS WYUU-FM Every Week WYUU-FM 288,500 WTMP-FM 77,100 WQBN-AM 17,000 Source: WYUU-FM, WTMP-FM, WLCC-AM, WQBN-FM Unduplicated Cume (November 2012 PPM), P6+ M-Sun. 6a-12m 9721 Executive Center Drive North, Suite 200 | St. Petersburg, FL 33702 | 727-579-1925 9
  9. 9. 92.5 MAXIMA-FM Reaches the Majority of Tampa’s Spanish-Language Radio Listeners All Spanish Language Radio Stations 335,700 288,500 WYUU-FM Reaches 86% of All Spanish Radio Listeners!! Source: Arbitron Tampa, November 2012 PPM; Mon-Sun 6a-mid Cume Persons 6+ 9721 Executive Center Drive North, Suite 200 | St. Petersburg, FL 33702 | 727-579-1925 10
  10. 10. WYUU-FM WYUU-FM Dial Position 92.5 FM Format Spanish Contemporary Slogan Maxima 92.5 Hispanic A18-49 Rank #1 (AQH Rating) Hispanic M18-49 Rank #1 (AQH Rating) Hispanic W18-49 Rank #1 (AQH Rating) Total Market A18-49 Rank #5t (AQH Rating) Total Market A25-54 Rank #6t (AQH Rating) Median Age (Wkly Cume) 41 Gender Comp (P6+) 49% M/51% F % Spanish Dom (H6+) 68% Spanish Contemporary Format Sample Artists: Pitbull, Jennifer Lopez, Aventura, Sample Artists Shakira, Prince Royce, Don Omar, Marc Anthony, Juan Sources: Tampa November 2012 PPM. Luis Guerra, Daddy Yankee, Gilberto Santa Rosa9721 Executive Center Drive North, Suite 200 | St. Petersburg, FL 33702 | 727-579-1925 11
  11. 11. Leadership in Tampa’s S-L Radio is WYUU-FM A leader that continues to grow! Jan.’12 v. Nov’12 #5 Adults 18-49 Total Market! +8% +40% November 2012 Hispanic Adults 18-49 Hispanic Women 18-49 Total Week Total Week #6 W18-49 Total Market! Source: Arbitron Research, Tampa Metro, Average Persons Source: Arbitron Research, Tampa Metro, Average Persons Highest Spanish Station Cume In Hispanics set their radio dial to Spanish The Market! Contemporary Music in Tampa! 288,500 DEMO RANK STATION HA18-34 #1 WYUU-FM HA18-49 #1 WYUU-FM Weekly Listeners, P6+ HA25-54 #1 WYUU-FM November 2012 HA25-49 #1 WYUU-FM Source: Arbitron Research, Tampa. M-Sun/6a-12M. November 2012 PPM. HA35+ #1 WYUU-FM 9721 Executive Center Drive North, Suite 200 | St. Petersburg, FL 33702 | 727-579-1925 12
  12. 12. We are Growing A18-34! Jan 12 – Nov 12 PPM Share A 18-34 M-F 6a-7p9721 Executive Center Drive North, Suite 200 | St. Petersburg, FL 33702 | 727-579-1925
  13. 13. We are GROWING with A18-49! Source: Jan 12 – Nov 12 PPM Share A 18-49 M-F 6a-7p9721 Executive Center Drive North, Suite 200 | St. Petersburg, FL 33702 | 727-579-1925
  14. 14. We are GROWING with A25-54! Source: Jan 12 – Nov 12 PPM Share A 25-54 M-F 6a-7p9721 Executive Center Drive North, Suite 200 | St. Petersburg, FL 33702 | 727-579-1925
  15. 15. Why wouldn’t you buy the top rankedSpanish Language station across all key November 2012 dayparts in Tampa? Hispanic Total Adults Adults 18-49 18-49 Total Week #1 #5t ……………….. Prime #1 #7t ……………….. AM Drive #1 #11t ……………….. Midday #1 #5t ……………….. PM Drive #1 #6t ……………….. Evening #1 #5t ……………….. Weekends #1 #5t Source: Arbitron Research, Tampa Metro, PPM November 2012. Total Adults 18-49 and Hispanic A18-49. ……………….. 9721 Executive Center Drive North, Suite 200 | St. Petersburg, FL 33702 | 727-579-1925 16
  16. 16. Tampa’s WYUU is a picture of efficiencyThe competition simply cannot reach the same number of A18-49 as CBS’ WYUU-FM Source: Arbitron PPM: Tampa November 2012 PPM. Baseline 10 Spots on each station. Mon-Sunday/6A-12 Midnight.9721 Executive Center Drive North, Suite 200 | St. Petersburg, FL 33702 | 727-579-1925 17

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