Fact: About 450,000 Hispanics are included in Denver's 3.33 million metropolitan population, according to Strategy Research Corp. About 67% of the Hispanic population is of Mexican descent.
Slow going: Century Chevrolet, a local dealership, and the Colorado Rockies baseball team are the first marketers to sign on. The Rockies have signed a package deal that includes commercials on Galavision, other sports channels and on MTV to reach a younger demographic. Mr. Kennedy said most advertisers had already planned and placed ads for the first quarter and into the second quarter. He expects some second quarter ad buys from national marketers in the automotive, fast-food and beer categories.
Effectiveness: "Using Spanish-language ads that speak to the culture of the market instead of simply recreating the ad we have in English and attaching a Spanish script makes it more effective. Creating an exclusive [Spanish-language] ad, which targets the Denver Hispanic population, is more cost efficient. Targeting is a big part of what cable is all about."
Spreading the word: AT&T Media Services, in conjunction with local ad agency Latin Works, Denver, created a direct-mail piece to promote the service.