January 28, 2008

Media in San Diego DOESN'T get its FAIR SHARE of Advertising Dollars to Reach Hispanic/Latinos in Southern CA. Who are the winners? Who are the losers? New Report “Ask Hispanics” San Diego, Media Preference, Consumer Profile 2008

By Walter Eduardo Meneses, President of Meneses Research & Associates

San Diego. (January 22, 2008) A national advertiser calls his ad agency in Chicago to prepare an advertising and promotional campaign for their products designed to reach Hispanic/Latinos nationwide. The advertiser wants to reach the top six Hispanic/Latino markets. The advertising agency through its media buyer pulls up the Census information and selects the top 6 markets based on population of Hispanic/Latinos. Surprisingly, the San Diego market does not make the list of the top 6 markets for this group. According to current projections of the U.S. Census (2007), the San Diego market ranks 11 th among all Hispanic/Latino markets in the U.S. All media in San Diego, including TV, Radio, Print, and other Promotional companies will not get a dollar from this client. Never the less, the San Diego Region has a market of over 2 million Hispanic/Latino consumers (San Diego has close to 1 million and over 1 million from Tijuana**). Why include Latinos from Tijuana in the San Diego market? It's simply due to the fact that this segment spent over four billion dollars in San Diego during 2007. This segment of “Baja California-Latino Shoppers” are exposed to Television, Radio and Print. As an example, 88% *of “Baja California Latino Shoppers” who want to buy a new car will buy in San Diego. 44%* of Hispanic/Latinos living in San Diego have family ties with “Baja California Latino Shoppers.” Word of mouth is a powerful marketing tool. At least one out of every two “Baja California Latino Shoppers” will be influenced by family members who will “recommend” products and services provided in San Diego. The San Diego region is unique. San Diego has the busiest border entry in the world, with over 165,000 people crossing the border daily. 52% cross from Tijuana to San Diego 5 to 7 times per week*.

Who are the winners? The winners are those advertisers investing their advertising dollars in the San Diego market and enjoying the great spill over to consumers across the border. Who are the losers? The losers are the San Diego media who does not get its fair share of advertising dollars. According to our estimate, if the San Diego region got its fair ranking of 3th among the top Hispanic/Latino markets in the USA, advertising dollars invested would more likely be 32% more across Television, Radio and Print, that would be as much as the Miami market

Meneses Research & Associates will conduct a research study among 1000 Hispanic/Latinos during March-April in the San Diego Region. There is still time to have your question included in this survey. Just send us your questions BEFORE February 18, 2008. Results of the study will be presented on May 14, 2008 at the University of San Diego, Manchester Conference Center. For additional information please click here.

*(“Ask Tijuana” 2002 study published by Meneses Research & Associates)

** Tijuana region has over 3 million people, it is estimated one third are able to cross the border on a regular basis into San Diego for work, shopping or entertainment.”Ask Tijuana” 2002

PAST PRESS RELEASES