Hispanic TV buying secrets: REVEALED.

Buying Hispanic TV used to be pretty straightforward. Plan your dates, decide spot or network, check out the ratings performance on the best novela, call the Univision rep, play a little hardball, maybe set up some strict delivery guarantee and…voila!  Buyers researched stations and networks, understood the content being advertised and the media strategy, and adapted the media to the advertiser in perfect marketing harmony.

We’ve noticed that ideal scenario has since departed. There are now

three to seven other networks represented in most markets, all with worthwhile audiences and offering competitive marketing solutions. Also, most media buying shops have been forced to consolidate and downsize to the point where the average media buyer is likely buying 15+ markets on any given schedule, and probably working on three to five campaigns simultaneously. Buyers don’t have time to get to know your product, its goals or the strategy behind the campaign, and they certainly can’t take the time to understand the media offerings and how to make them fit within your goals. They buy rating points and the smallest number of stations possible to minimize the work load, deliver the targeted GRPs per Nielsen, and call it a buy.

We believe an advertiser deserves more. Consider putting your Hispanic media buying in the capable hands of a Hispanic agency like Hispanidad to make the most of your Hispanic media investment. Below are a few of Hispanidad’s “top-secret” tactics for buying Hispanic TV.

1, Don’t assume it’s too expensive. Most local and small business advertisers never even consider TV. It has a reputation for $50K creative and spot rates in the tens of thousands.  However, production can be as expensive as you want it to be and a semi-decent :30 commercial can start as low as $1,000. And in most local Hispanic TV markets, airtime rates are usually in the hundreds, not thousands, sometimes even less.

2: Consider the Basics.  Think about why you are buying TV in the first place. Do you need sound and moving images to communicate the message? Does it make sense to spread a message across a broad audience? Is sales measurability important? TV can be a very effective medium if used correctly and for the right product or service. However, there may be other mediums that make more sense. Also, a multi-platform campaign is always more effective than one that uses only TV. Think about how the same message can be delivered via web, radio, outdoor, print or direct mail. You’ll strengthen the results many times over.

3. Plan the media before you finalize the creative. When the message in the spot directly corresponds with the program content, you’ve got yourself a spot that gets noticed and resonates with the audience more effectively than all the spots around it. If you consider the programs and the environment in which the spots will be running, you can adapt the creative to “fit” the context of the show in which it is running.

4. Write a detailed RFP. The more information you give to the rep, the better he or she can tailor a recommended schedule and platforms. You’ll also notice they become a better ally and partner. Stations have some great ideas and platforms you probably aren’t aware of — let the rep show you what they can do to enhance the end result.

5. Don’t give up on non-subscribers. Always buy on Cost Per Point (CPP) when possible, but don’t give up on those stations or markets that can’t measure their audience. Measurement isn’t available in all markets and some stations just can’t afford to subscribe to Nielsen. But there is still value in those stations that you can and should tap.

6. Know your programs.  Break apart the word “broadcast.” This medium “casts” a message over a “broad” audience, as the message filters through to at least a few eyes and ears who are viable prospects. TV typically isn’t very well targeted. However, knowing a program’s audience demographics and subject matter are vital for increasing the number of viable prospects who will see your spot.

7.  Negotiate ratings points and plan for under-delivery. For large markets and particularly Univision stations, insist on some form of audience measurement and posting. Plan for and schedule into your media plan a time to run under-delivery spots. If the station quoted a 5 rating point and it only did a 3 in the closest sweeps month, you are owed time and a lot of free spots. Milk those.

8. Buy multiple stations/networks. If your current TV buyer is placing 80%-100% of the budget on one station/network, it’s likely they aren’t doing their job. With the multitude of networks available, consider how motivated the smaller stations are. A good buyer can negotiate double the value and good out-of-the-box advertising solutions from a smaller station/audience. Besides when stations know there are others competing for your dollars, your ability to negotiate better rates strengthens.

9. Show the stations their share before you place it.  Stations sales reps are measured on what percentage of the buy they achieved. If you show them what share they are getting before you place the buy, and then give them another opportunity to lower rate, they usually further discount or offer more “added value” in order to win a better share.

10. Negotiate position. Can’t get the rep to budge on the rate? Take the rate, but on the condition that your spot gets first position in the break. Ask for proof it ran first, too.

11. Study the invoice. Mistakes happen, and if gone unchecked, a mistake could cost you. The evidence is almost always on the invoice. Always verify the station ran the schedule as ordered. Even when it ran perfectly, let them know you are reconciling the invoice with the order. The fact that you’re watching makes them all the more careful and increases the attention they’ll give you on the next campaign.

For more top secret buying tactics or to put Hispanidad to work for you, call Drew or send him a note:  dwilson@heinrich@hispanidad.com  303-523-1463