The AzA Gazette The Azteca America Monthly Newsletter for Clients, Friends and Associates June 2007 • Number 55 • Year 5 Events • A New Day for Azteca America Upfronts p. 8 Hispanics live, with presence in all of the • A Oscuras Me Da Risa Comic Theater a Success in LA p.9 top 40 Hispanic markets of the country. & Features • La Academia Talent Fills 5 de Mayo Events p.10 UVM is now one step closer to com- pleting its Texas Network, an important (Markets) concept that will benefit advertisers and AzA Turns 60 viewers alike given that 8.4 million With the addition of Sherman-Ada, Hispanics call Texas home. Also, we are Texas; Yuma, Arizona and Chico, proud to announce that we are set and California, we’re now up to 60 mar- ready to go on July 1st with the new kets, with network presence in all of stations for Houston, with Una Vez the top 40 Hispanic markets in the Más; Sacramento, with Bustos Media, country. and we’ll have news very soon about San Francisco. Reno and Omaha are Coverage in the Chico-Redding mar- soon to come …stay tuned. ket will be through the Cocola Broadcasting Companies station I don’t want to finish this letter without KKDJ channel 58. Carriage in Yuma is mentioning the great success that we through Time Warner as part our to the tune of Carlos Vives. Jorge, had on May 27, when more than 2.2 “white area” agreement. The signal is Adrian and I were also very happy to million viewers across the country tuned carried on Time Warner channel 221. see more than 500 of our friends at in to Azteca America for our transmis- our regional Upfront in Los Angeles, sion of the Mexican Soccer League Final Dear AzA where we showed why Azteca 54 is Match between Pachuca and América. the best local Spanish-language adver- Our audience outnumbered those from tising option in the largest Hispanic sports broadcasts of ALL networks, Friends: market. In summary, our Upfronts Hispanic or not, among the key male It was a pleasure for Adrian, Bob and showed that Azteca America is the 18-34 demo. We had 5.7 million view- me to see so many familiar faces at fastest-growing network, not only in ers in the whole play-off cycle. This was our Upfront presentation in New York coverage but, most importantly, in a record breaker for us, and with so on May 14. We broke all previous friends: thanks to all for joining us. We many friends in so many more places, attendance records and projections look forward to seeing you next year. we look forward to much more of these with about 900 people present. results in the future. Everyone from advertisers and agen- Talking about growth, with the cies to affiliates and reporters turned addition of Sherman-Ada, Yuma, Thank you for your interest in out for an interesting –and brief— and Chico Redding, Azteca America Azteca America, presentation, as well as a great party reaches 60 markets where 89% of Luis J. Echarte • Chairman Station Spotlight: Milwaukee 2 Programming Highlights 3 Pachuca-America Soccer Final Beats ALL NETWORKS for the Week in Sports Programming 4 Soccer Playoff Cycle Scores Big 5 Hispanic Population Tops 44 Million: U.S. Census 6 The Best of AzA para la RAzA 7 Names & Faces: Our Engineering Team 9 Top Local Soccer Promotional Events 11 Hispanic Facts 12 ONTENT McGraw Hill’s San Diego 15 Wins Regional Emmy 13 Our Talent 14 C AzA Coverage / Contacts 15 www.aztecaamerica.com 1 AzA Gazette The Azteca America Newsletter The over-the-air signal is transmitted in the Park in conjunction with UMOS, Station at its maximum 150,000 watts, with one of Milwaukee’s most distin- Spotlight: a centrally located antenna on the guished nonprofit organizations. main tower farm located northeast UMOS advocates for and provides Milwaukee of Milwaukee’s downtown. services to Hispanic migrant and sea- WBWT Channel 38 sonal farm workers in Wisconsin. One example of radio synergies is a Amador Bustos recent half-hour profile of Bustos’ “This shows the power of how radio President/ CEO morning DJ, Armando Ulloa, “El and television can promote each Chiquilín,” which talked about his other and attract big entertainment Bustos Media family life and upbringing and every- names to previously underserved markets,” said Amador. We look forward to the continued success of WBWT in Milwaukee. We are also very excited to bring Azteca America to Sacramento, Amador said. Bustos Media will launch KSTV Channel 32 on July 1st. The station will be supported by four FM sta- tions owned by Bustos Media in the Sacramento metro area. The strength of Azteca America’s pro- thing that pushed him to his radio gramming with the number-one rated success. This program was heavily Spanish language radio station is a pow- promoted between radio and televi- Station Data erful combination. Luckily for Amador, sion and had great response for Market Milwaukee this is the environment he faces in both the radio listeners and channel Call Letters WBWT Milwaukee, where his WDDW 104.7 La 38 viewers. Channel 38 Gran D station is also among the top five across all stations when it comes to To maximize the exposure for the up- General Market the prime demographics of listeners start Azteca America channel, the ages 18 through 34. strong radio tie-ins are complement- Market Rank 33 ed with extensive barter arrange- Population 2005* 2,248 Although he is still negotiating local ments with local Hispanic papers. Households* 880 Time Warner and Dish carriage, he is Retail Sales (Million US$) 31,796 carried on DIRECTV’s channel 38, and The radio-TV duo is going to heavily % of Hispanic Origin 6.9% already has three local programs. On promote the first-ever Hispanic con- the weekends he airs a variety show cert at the Wisconsin State Fair, on Hispanic Market Info. called Con M; as well as an interview August 4th, featuring Lupillo Rivera program hosted by the President of and Ana Bárbara. The stations are also Hispanic TV HH Market Rank 45 the local Hispanic chamber of com- going to be major participants in this Hispanic TV HH Market Coverage 0.4% merce, called Triunfando, where suc- summer’s Mexican Fiestas. Besides Hispanic TV HH Market * 89 cessful Hispanic entrepreneurs are these two big summer events, the sta- Hispanic P2 + Coverage 0.4% highlighted; and a talent search tions participate in events like the local Hispanic P2 + * 144 called Buscando Estrellas, which fea- Cinco de Mayo, Father’s Day Rodeos, * In thousands tures the local club scene. the Independence Parade and Concert www.aztecaamerica.com 2 AzA Gazette The Azteca America Newsletter Programming Highlights Mirada de Mujer , El Regreso Launches This Month Following blockbuster ratings growth in Los Angeles of our after- noon novela Mirada de Mujer, the action continues with the sequel Mirada de Mujer, el Regreso. This groundbreaking novela broke many taboos by featuring an older woman, María Inés (played by mul- tiple Ariel-winning Angélica Aragón), who takes on a young lover, the journalist Alejandro Salas (played by Ari Telch), when she dis- covered that her husband had a mistress. Featuring the same stellar cast as the original, Mirada de Mujer, el Regreso combines mega-produc- tion filming techniques with an intriguing story. The all-star cast also features: Fernando Luján, Héctor Bonilla, Evangelina Elizondo, María Reneé Prudencio, Plutarco Haza, Bárbara Mori, Patricia Llaca, Rodrigo Abed, Verónica Langer, Ana Serradilla and Paola Núñez. DON’T MISS MIRADA DE MUJER, EL REGRESO WEEKDAYS AT 4 PM, 3 PM CST. www.aztecaamerica.com 3 AzA Gazette The Azteca America Newsletter broadcast networks for sports The initial 1.9 total viewer figure Pachuca-América programming, with 907,000 was revised up to 2.2 million once viewers, closely trailing Fox’s the actual live start and end times Soccer Final Beats NASCAR Nextel and ABC’s NBA were taken into account. ALL NETWORKS playoffs. for the Week in Sports Programming Among Young Male Adults Our May 27th Pachuca-América soccer final attracted 2.2 million viewers across the country, giving our largest audience in history. However, even more exciting is that it was the highest-rated sports show for the week among males 18-34, beating out such national pastimes as the NBA conference final, NASCAR, the Indy 500 and Major League Baseball on ABC and FOX. The match-up attracted 676,000 men 18-34, which was 1% more than ABC’s May 26th NBA Conference Finals playoff match between Utah and San Antonio; 10% more than FOX’s NASCAR Azteca America DIRECTV Nextel Cup on May 26th; over 40% more than ABC’s Indy 500 Colorado Listed in Race also aired on May 26th; and over 70% more than FOX’s in Denver Post Phoenix Saturday Baseball Game of the Week on May 26th. Congratulations go out to Azteca Congratulations to UVM for securing America Colorado for their inclusion carriage of KPDF on DIRECTV in For both male and female audi- in The Denver Post and Rocky Phoenix just in time for the Pachuca- ences ages 18-34, the Mexican Mountain news print TV Listings. América soccer final. DIRECTV now soccer game ranked number Sunday circulation is 694,053, rank- carries Azteca America in 26 mar- three in the nation among all ing it number six in the country. kets. www.aztecaamerica.com 4 AzA Gazette The Azteca America Newsletter Pachuca took a 3-1 lead in the first Nevertheless, fans and Azteca Soccer Playoff game of the series.