The Cabletelevision Advertising Bureau this week will begin disseminating a guide ultimately aimed to direct more Hispanic advertising dollars to basic cable in general — and Spanish-language networks in particular.
CAB will send its "Hispanic Marketer's Guide To Cable" to executives with companies, agencies and MSOs as a means of underlining the potential afforded by the Hispanic market.
"Right now, the bulk of Hispanic advertising is going to Univision and Telemundo, the dominant broadcast forces," said CAB director of network marketing Cynthia Roberts. "But we want to make the marketplace more aware that cable is a great way to reach Hispanic viewers."
To that end, the guide furnishes a wealth of information, including census info on DMA strongholds, cable's growth among Hispanic households and viewer comparisons with Hispanic broadcasters, relative to dayparts.
"Like cable viewers in general, Hispanic households that subscribe to cable overindex that population group in terms of income, education and hours spent watching TV," said Roberts.
There are also descriptions and information about such dedicated services as Galavision and CNN en Español; as well as channels with Spanish secondary audio programs, like Cartoon Network; and outlets like Nickelodeon, which slates a fair amount of Latino-themed programming.
The guide is an outgrowth of the Multicultural Resources Center information accessible via the CAB's Web site (www.cabletvadbureau.com).
"We received so much positive feedback on the Web that it prompted us to ask more questions," Roberts explained.
As such, CAB enlisted help from the Association of Hispanic Advertising Agencies and the multicultural marketing committee of the Association of National Advertisers to find more information, and to make sure the data it was gathering was timely and relevant for clients, agencies and MSOs.
The CAB has produced 3,500 guides, and has already received requests for 2,500. A spokesman said the group may have to publish more.
Over the next year, the CAB hopes to develop and distribute similar guides tracking Asian-American and African-American audiences.