Targeted Radio Advertising                                                                             

Patrickoneil.com

Announcing WAVS 1170 AM Radio  - the station that targets 1 million consumers in South Florida      

.WAVS radio station location:- 6360 S.W. 41st Place, Davie, Florida 33314  - (near Miami and Ft. Lauderdale)

.Call Letters and Band Frequency:- WAVS 1170 KHZ - AM

.Station Authenticity:- FCC Assignment License BAL– 20040616AAJ

.Reach:- WAVS’ direct broadcast reaches the close to 6 million population of Miami-Dade, Broward and Palm Beach counties in South Florida and millions more throughout Florida as well as in all other U.S. states and worldwide via Internet simulcasting. WAVS’ direct broadcast also reaches the 306,000 population in the Bahamas.

.Referenced Name based on target market:- ‘The Heartbeat of the Caribbean People in South Florida’  

.Target Audience:- Over 22 years ago WAVS radio began targeting South Florida’s then West Indian/Caribbean population of hundreds of thousands and continues to target this massive group; which has now grown to an estimated one million consumers. The Miami Herald, an established reputable media resource, referred to how Caribbean programming began at WAVS 1170 AM radio, the vast audience it began targeting and some of the features that cause the audience to rely exclusively on this radio station;

.A Tribune owned Fort Lauderdale based newspaper, the Sun-Sentinel, published a report May 30, 2003 referring to the size and growth of South Florida’s Caribbean population:-“People from Caribbean countries are the fastest-growing ancestry group of at least 25,000 people in Broward, Palm Beach and Miami-Dade counties, according to the 2000 U.S. census. From 1990 to 2000, the population grew by 173 percent in Broward, 142 percent in Palm Beach county and 45 percent in Miami-Dade. At least 353,133 people who claim Caribbean roots live in the three counties combined and demographers say that’s probably a low estimate due to underreporting.”

.By calculating the percentage of population growth in the U.S. census 2000 report as quoted above from the published Sun-Sentinel news item, multiplied by the researched 400,000 South Florida Caribbean population in 1987 quoted from the Miami Herald; which we referred to from the link above, the South Florida population from the Caribbean now stands at over one million. This calculation based on the published media reports, obviously strongly suggests that the demographers’ quoted view (in red), that the 353,133 South Floridians who claimed Caribbean roots in the 2000 U.S. Census report, is “… a low estimate due to underreporting”.

 

Reliable Jamaica Government press release about the estimated South Florida Caribbean population

A November 1, 2007 Jamaica government published report confirms the view of the demographers that the South Florida Caribbean population is much larger than the estimate published in the U.S. census report. The release shows that Florida’s governor Charlie Crist recognizes the vast size and very significant economic impact of the state’s residents from the Caribbean. It also shows the Jamaican government referring to the “close to one million South Florida Caribbean population;”                                                                                                     It is practical to accept the Jamaica government report as the most accurate and reliable indicator of the Caribbean population in South Florida because of the following primary reasons:-

.The close to one million South Florida population from the Caribbean stated in the Jamaica government report is consistent with the growth rate mentioned in the U.S. 2000 Census report quoted above from the Sun-Sentinel, when calculated from the figures researched in 1987; referred to in the earlier Miami Herald report.

.The Jamaica government’s report is also consistent with the views of the U.S. demographers quoted in red above

.The Jamaica government’s report is also very reliable because Jamaica and the other Caribbean governments  are in the best position to assess where relatives of their citizens are located in the U.S. because they can review records such as telephone calls, mails, money transfers, freights, shipments and travel data.

 

Another census report that supports the rapid growth and size of South Florida’s Caribbean population

According to U.S. Census Report released April 5, 2007 - 217,647  new immigrants of Caribbean background moved into Miami-Dade, Broward and Palm Beach counties between April 2000 and July 2006. That is in addition to the 590,469 residents of Caribbean origin estimated in Census 2000. Additionally, the Census Bureau in 2009 estimates that in 2008 an estimated 475,000 illegal immigrants lived in South Florida. About 165,000 of them are immigrants from the Caribbean. The estimated total South Florida 2008 population of residents with Caribbean roots, is: 993,583; which corresponds with the report earlier referred to, issued by the Jamaican government .

 

About WAVS 1170 AM radio station's target audience

As shown from our extensive research from the various very reputable sources, South Florida’s Caribbean population is approximately 1-million; which is the audience targeted by WAVS radio. The massive South Florida population with Caribbean roots that’s targeted by WAVS radio are primarily persons from Caribbean nations where English is the main spoken language as well as persons from other Caribbean nations where English is not the primary language but is a major spoken language. The people typically have similar needs and interests.

 

The Jamaican influence and marketability of South Florida’s immigrants from the Caribbean

The government of Jamaica estimates that based on remittances from America, there are well over a million Jamaicans living in the U.S.A., primarily in Bronx, Brooklyn and Queens in New York and in Miami Dade, Broward and Palm Beach counties in South Florida, where it is estimated that over 500,000 Jamaicans reside. In recognition of the huge Jamaican population in South Florida, the Jamaican Prime Minister or a leading minister of government or other officials, frequently meet with large Jamaican groups (Diaspora) in South Florida to discus proposals prior to making major decisions in Jamaica. WAVS broadcasters, South Florida reggae producers as well as promoters and a prominent South Florida city official acknowledge the vastness of the Jamaican population in South Florida and the marketability of the Caribbean community that their presence and influence have created. The views of the experts are expressed                                 

 

Why Jamaicans make up over 50 percent of the South Florida population from the Caribbean

.Apart from the U.S.A., Jamaica has by far the largest population of all countries in the western hemisphere where English is the main spoken language and many Jamaicans migrate to South Florida because it’s close to Jamaica.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

*Other U.S. states where tens of thousands of Jamaicans and others from the rest of the Caribbean are known to reside include New Jersey, Connecticut, California, Pennsylvania, Georgia, Texas, Illinois, Colorado, Maryland, Michigan, Massachusetts, North Carolina and South Carolina. Many WAVS 1170 AM radio listeners online say they are located in these states. 

  

 

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Please Note

From the listing of the islands and countries above, English is not the main spoken language in Aruba, Bonaire, Curacao, Dominican Republic, Guadeloupe, Martinique and St Martin but is one of the major languages in all the islands mentioned and is widely used. Dutch  is Suriname’s official language but Surinamese primarily use Sranan, a mixture of English, Portuguese and Dutch. Hence the Surinamese understand English language very well. Reggae music and live reggae performances by Jamaican reggae artistes are very popular in those countries. That partly explains why many of their native citizens who reside in South Florida listen to WAVS radio for the latest songs by their favorite reggae artistes and for info about the artistes’ live South Florida appearances as well as exclusive interviews featuring the Singers. They also listen for news and immigration advise. Spanish speaking Panama has a large English speaking population whose ancestors are primarily from Jamaica, Barbados and other English speaking Caribbean islands  - from the days of their helping to build the Panama Canal. Many of the thousands of Panamanians in South Florida, listen to WAVS radio to stay in touch with their roots.

 

Proof of Listenership :-

We at Patrick O’Neil Media Network Inc/www.patrickoneil.com have tracked the popular day time programs aired on WAVS featuring listeners being asked to state their countries of origin and have carefully noted where the listeners say they are from. We have tracked the programs from 2002-2009 in addition to conducting many interviews in the community to verify listenership. This work has been closely supervised by this site founder Patrick O’Neil - a journalist/radio broadcaster as well as narrator of Sun-Sentinel’s award winning documentary, ’Witness to an Epidemic, AIDS in the Caribbean’, accredited by the Online News Association (ONA) and the Columbia University Graduate School of Journalism.  

 

Extended audience and more recognition of marketability by other government:-

WAVS also features a popular daily sports report that focuses heavily on cricket, the second most popular spectator sport in the world after Soccer and the leading sport in the English speaking Caribbean. As the only South Florida radio station offering frequent, unique cricket updates, WAVS sports report is also listened to by a significant cricket loving South Florida audience from India, Pakistan, Sri Lanka and Bangladesh - countries where the sport of cricket is almost worshipped. In recognition of the huge South Florida population from the Caribbean, officials recently built America’s first cricket stadium in Ft. Lauderdale, primarily to serve the people of Caribbean descent in South Florida as well as Indians and others from Asia. The authorities willingly spent over $70 million dollars on this project in these tough economic times, indicating they are confident that it will continuously generate hundreds of millions of dollars to the community over a relatively short period of time from this vast group of steady spenders. This                                                                                                also shows the close ties that people from the Caribbean maintain with residents from India in the community and other Asians of Indian origin as well as other Americans. WAVS radio promotes the events. WAVS also shows appreciation for its large audience of Indian origin, by hosting a program for Indians on Sunday mornings; which it has been doing for over 15 years now.      

Data Authenticity and Reliability

We at Patrick O’Neil Media Network Inc. have gathered data by carefully tracking and recording callers responses to questions on various WAVS radio programs, that enquire of them where they are listening from. Other stats have been gathered from interviews we have conducted in the South Florida Caribbean community, with fairly new immigrants from both the Caribbean and other U.S. states. Many Internet listeners listen from: Florida, Georgia, New Jersey, New York Connecticut, California, Pennsylvania, Texas, Illinois, Colorado, Maryland, Michigan, Massachusetts, North Carolina and South Carolina. Outside the U.S. they listen form the UK, Canada, Jamaica, Trinidad and Tobago, Barbados and the Bahamas.

Note: Programs tracked includes the very popular “Love Connection” which Patrick O’Neil himself founded and hosted in the afternoons on WAVS radio for five years.

 

Ratings

WAVS radio satisfies its huge Caribbean audience by providing the precise programs that the people are accustomed to from the Caribbean and desire in the U.S.A. For the reasons stated, WAVS radio does not compete with the other South Florida radio stations because it caters to a massive unique market in which it is the undisputed number one radio station. Knowing that the radio station is supported by a dedicated, unique audience, the managers of WAVS 1170 AM radio usually do not subscribe to Arbitron or any other radio rating service.

                        

 

Market Share

How South Florida’s 68 federally licensed radio stations serve/target the approximately 6,000,000 population

 

44 Mainstream radio stations targeting whites and immigrants who don’t have any direct ethnic radio representation.

Format: 7 Contemporaries on FM, 2 Public Radio on FM, 2 News/Talk on AM, 5 Talk Radio on AM, 1 Country on FM, 4 Rock on FM,  5 Religious - 2 on AM and 3 on FM, 3 Sports on AM, 1 Children’s on AM, 1 Oldies on FM, 1 Smooth Jazz on FM, 1 Alternative on FM and 1 Classic Hits on FM, 1 Contemporary on AM., 1 Latin on AM, 8 FM stations airing college, religious and special community programs.   

Number of radio stations in this category = 15 AM and 29 FM - a total of 44

Estimated population targeted:- whites 2,183,116 + 600,000 immigrants not directly represented by other radio stations -

Total:- 2,783,116

Ratio: one radio station to:- 63,253 potential listeners

· Population stats according to U.S. Census report 2009 update

 

16 Spanish Speaking radio stations 7- FM and 9- AM — Target Cubans and a vast population from many other Spanish speaking countries who do not have direct ethnic radio representation.

Estimated population: targeted:- 1,498,768 

Ratio: one radio station to: 93,673 potential listeners

 

4 Hip Hop on FM and 1 Gospel on AM radio stations:- Target African Americans

Estimated population: targeted:-  515,000  

Ratio: one radio station to: 103,000 potential listeners

 

3  Haitian/Ethnic radio stations, all on AM Band:- Target Haitians

Estimated population: targeted:- 210,000 

Ratio: one radio station to: 70,000 potential listeners

 

1 Caribbean radio station (WAVS 1170 AM) serving the community consistently 24/7 on the same frequency for 22 years - targeting English speaking and associate Caribbean populations from 31 countries. Estimated population: targeted:- 993,583  

Ratio: one radio station to: 993,593  -  (approximately 17% of South Florida’s consumers)

 

Educational Standard of WAVS’ target audience

Literacy rate for the average English speaking Caribbean island/country is 95% - Montserrat 97%, Barbados 99.7%

Source:

 

A high percentage of well educated citizens from the English speaking Caribbean emigrate to the U.S. and many pursue further studies while living and working in the United States of America.

 

U.S. literacy rate 99%

Source:

 

South Florida Caribbean Community’s Median Household Income

Demographers say Jamaicans, who tend to migrate with high education and entrepreneurial aims, have boosted the Median household income for blacks in Florida ..., by more than two times the rate of increase for Hispanics and white non-Hispanics.

                                    You can   

 

The South Florida Caribbean Community’s Marketplace / Spending Power

. According to Caribbean statistics, 80,000 English speaking Caribbean citizens arrive in South Florida monthly for business, pleasure and migration, spending about $40 million-dollars in the tri-county community.

 

 

 Calculations based on formula we derived from The U.S. Census Report 2008 update:-

. The average South Florida household consists of 4 persons.

The following are estimates regarding the South Florida Caribbean community based on our extensive research

. Estimated number of households:- 238,279

. Estimated monthly spending by average household :-$4,000

. Estimated gross monthly spending :- $3,812,464,000 or over $3.8 Billion

. Estimated annual spending :- $45,749,568,000 or approximately $46 Billion

. Average household sends approximately $280.00 monthly to loved ones in the Caribbean 

. Total households send an estimated $42,890,220 to loved ones in the Caribbean monthly or $514,682,640 annually

. Average household spends $47,655,800 on export monthly — all households spend $571,869,600 annually on export

 

Potential to shop online

Estimated households in South Florida Caribbean community with computers and Internet access:- over 95%

Estimated number of households in South Florida Caribbean community that uses the Internet daily:- more than 90%

Estimated number of households in South Florida Caribbean community that often shop online:- more than 65%

 

 

This trade report quote emphasizes the point that a large number of Caribbean people spend heavily in South Florida

 

“Miami handles the bulk of all U.S. trade with Latin America and the Caribbean. In fact 87% of Florida’s total exports were to Latin America and the Caribbean. Two-way trade flows to the Americas region are expected to double within seven years.”

Source  - Miami Trade Center - 2002