![]() ![]() Pandora has been gearing up to reach Latinos for a while now. "We know that at a certain point our members have to get to or from work and the likelihood that they have a radio on near them is pretty high," she said.įor its part, iHeartRadio has a stable of terrestrial radio stations, but where the company and competitor Pandora feel they offer something new and fresh is in their unique ability to target the tough to corral Hispanic market, particularly the holy grail - young Latinos. When the union decided to advertise an anti-Trump rally at the Trump International Hotel in Las Vegas in August to juice attendance, they chose Spanish-language radio. Yvanna Cancela, the political director of Nevada's culinary union, where Latinos make up more than half of the 55,000 member organization, agreed. Spanish-language Radio and Public Advocacy, noted the long history of Spanish-language radio, particularly regarding immigration, from the 1950s during Eisenhower's deportation program of Mexican nationals and Mexican-Americans called “Operation Wetback” (which Trump cited favorably at the GOP debate Tuesday) through Ronald Reagan’s 1986 amnesty program to 2010 in places like Los Angeles where radio stations developed codes to alert listeners of immigration checkpoints and raids during the rise of hardline immigration laws like Arizona’s SB1070.Īnd, she noted, traditional radio is listened to on the way to jobs and during shifts by working-class Hispanics. "I think in some ways immigrants, Latinos have seized radio.”Ĭasillas, the author of Sounds of Belonging: U.S. "People think radio is the old guard, some distant, uncool cousin media device," said Dolores Inés Casillas, a University of California professor in the department of Chicana and Chicano studies. The company declined to say which campaigns, citing nondisclosure agreements, but said they’re already working with seven. (Eight campaigns have already used the platform: Donald Trump, Bernie Sanders, Ben Carson, Marco Rubio, Jeb Bush, Lindsey Graham, Ted Cruz, and Chris Christie.) Pandora says candidates are up earlier than ever before in Nevada, the early state where the Latino vote is sizable. What iHeartRadio calls the "Rising American Electorate" program is already a success: The spending so far is “unprecedented,” according to the company. "We are able to tell political campaigns exactly where the persuadable voters are, precisely at the time they should deliver their message and what artists their target audiences like," said Kenny Day, iHeart’s political director. Hispanics, according to Arbitron, listen to three more hours of radio per week on average than other Americans. ![]() Pandora - used in 2012 by the Obama campaign and the RNC, and in 2014 by Rick Scott's successful campaign for governor of Florida - reaches 15 million Hispanics monthly on digital platforms. The reach is huge: iHeartRadio reaches 30 million Hispanics monthly across 858 terrestrial radio stations as well as 8 million on its app, on mobile, and on desktop, according to Comscore. iHeartRadio, and its online competitor Pandora, have become an integral market for reaching tens of millions of Hispanics.īoth iHeartRadio and Pandora boast robust targeting programs in line with the data-driven campaigns of the present. But there’s another radio market, one more digitally based, growing, and younger. Many think of political radio as conservative talk radio - one of the enduring ways to reach millions of Republican voters. Included in all this is a short but clear pitch: If you want to target Latino voters, iHeartradio has the tools and the audience to do it. In September, the company hosted a similar set of 25 general market operatives (and their plus ones) in Las Vegas for the iHeartRadio Music Festival, before an invitation to talk business in D.C. Hispanic Chamber of Commerce, EMILY's List, Voto Latino, and more were invited to the iHeartRadio Fiesta Latina for a weekend on South Beach, that included a private luncheon with top executives overlooking the beach, with champagne and without a hard sell ("It's a fiesta!" they repeated). Nearly 20 political operatives from pro-Clinton super PAC Priorities USA, the Republican National Committee, the U.S. MIAMI - As thousands of Hispanics packed the American Airlines Arena in Miami on Saturday to watch some of the biggest Latino acts perform including Pitbull, Jennifer Lopez, and Don Omar, an unlikely group was enjoying the show from a VIP lounge next to the stage.
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