Spanish Broadcasting System is switching radio rep firms. The owner of powerhouses “Mega 97.9” WSKQ-FM New York, “La Raza” KLAX-FM Los Angeles (97.9) and “Zeta 92” WCMQ-FM Miami (92.3) has inked a multi-year national sales representation deal with Katz Radio Group.
SBS had been repped by McGavren Guild since its 2008 inception. McGavren Guild is one of eight radio rep firms and networks in the Gen Media Partners portfolio.
Under the partnership announced Monday evening, Katz divisions Christal Radio and Katz Radio will manage SBS’ national spot business and create multicultural audio marketing campaigns across the Miami-based company’s major markets, which include New York, Los Angeles, Miami, Chicago, San Francisco and Puerto Rico.
“As the largest minority-owned and certified Hispanic multimedia company, we have been committed to culturally engaging, entertaining and uplifting Hispanics across the nation since our inception nearly four decades ago,” SBS Chief Operating Officer Albert Rodriguez said in a statement. “Our partnership with Katz is a testament of our commitment and we couldn’t be more excited to work with them on developing innovative solutions for brands that are looking to engage with Hispanics through our unparalleled offerings.”
In addition to owning radio stations in six of the largest Hispanic population centers, SBS also owns and operates Aire Radio Network, heard in nearly 100 markets, including 47 of the top 50 Hispanic DMAs.
Elisa Torres, Executive VP of Aire and SBS National, said Katz is well versed in educating marketers on how best to reach multicultural consumers through audio campaigns. “We’re very excited to bring our diverse and broad audio footprint together in order to provide advertisers unique opportunities that engage our multicultural consumers in a meaningful way,” Torres said.
In a press release the two companies said the partnership “further amplifies their mutual commitment to increasing multicultural offerings for today’s brands as, more than ever before, advertisers are aware of the need to invest in targeting diverse audiences with cultural and inclusive messaging.” The deal also has Katz continuing to marshal audio advocacy efforts with advertisers and agencies to ensure diversity, equity and inclusion in media planning and buying.
“The new partnership with SBS further amplifies Katz’s commitment to providing Hispanic marketing solutions to our advertisers with unparalleled scale,” said Christine Travaglini, President of Katz Radio Group. “We are thrilled to partner with Latino powerhouse SBS during this exciting time for multicultural marketing.”