Batanga vs. Univision (cont') â€“ Whatâ€™s the deal with the PR shenanigans?
May 29th, 2008
Posted by Danny Allen
In the battle of dueling press releases from Univision and Batanga, the strange thing was the shenanigans going on in them.
Batangaâ€™s release reported a â€œcombined total audienceâ€ of 10.8 million. The key takeaway appeared to be Batanga = 10.8 million uniques. However, once you look closer, Batanga really has about 3 million unique visitors. HispanoClick, the Hispanic ad network they acquired a few months ago, accounted for more than 70% of the â€œcombined total audience.â€ It makes sense for Batanga to report a combined number, as Batangaâ€™s 3 million uniques doesnâ€™t compare well to Univisionâ€™s 16.5 million. At that point youâ€™ve got a niche music site vs. a broad-based juggernaut. However, if you throw in HispanoClickâ€™s reach, suddenly youâ€™re looking at more of a fair fight â€“ Batangaâ€™s combined 10.8 million to Univisionâ€™s 16.5 million.
I think Batangaâ€™s acquisition of HispanoClick was a good move for several reasons, but I also think that Batanga is a good enough property and a good enough brand that they shouldnâ€™t have to go fudging the numbers in their press releases.
On the other hand, Univisionâ€™s release cited a study that found that â€œUnivision.com was the most-visited Spanish-language website in the U.S. among Hispanics who used the Internet at least once in the 30 days prior to taking the surveyâ€ and various other claims making Univision sound very impressive. Weird thing was, the data was based on a study by Forrester Research that included â€œ150 non-Hispanics, 402 Hispanics; 269 Spanish-dominant/bilingual Hispanics and 133 English-dominant Hispanics.â€ 552 people? Really? How much did Univision pay Forrester for the opinions of 552 people? Is that even a statistically significant result? Also, why is the claim qualified by â€œwho used the Internet at least once in the 30 days prior to taking the surveyâ€? Is the result different for all Hispanics across the board? Or for Hispanics who used the Internet at least once a day in the prior month?
Again, Univision is the 800-pound gorilla in the market, do they really need to use shady numbers to prove it?
Whatâ€™s my point? No point, really, just that you have to love PR people. Amazing.