Sacramento, CA

California’s state capital and the surrounding areas that comprise the Sacramento Arbitron market have certainly seen considerable economic challenges in recent years.

In summer 2009, the capital region was one of the hardest-hit regions of the Golden State, with dual housing and employment crises crippling thousands of Hispanics and non-Latinos alike.

Today, the economy has stabilized, and despite the long road to recovery ahead for all of California, the Sacramento market continues to present advertisers and marketers seeking to establish long-term relationships with Hispanics considerable opportunities to do so. In terms of value and ROI, radio is the best medium for reaching the widest Latino audience. Sacramento offers many positives for the Hispanic marketer and advertiser. Namely, it is recognized by Arbitron as a “High-Density Hispanic Area.” Thus, there is much data available that delve into this diverse market’s many strengths. Arbitron measures one’s exposure to radio in Sacramento electronically, relying on the Portable People Meter (PPM) method of ratings compilation. The market includes Sacramento County, with a north-south split for meter distribution; Yolo County, an agricultural area to the west of downtown Sacramento; and the western portions of the Sierra Nevada counties of El Dorado, Nevada and Placer. The majority of Hispanics reside in Sacramento and Yolo Counties. The Sacramento DMA is much larger and includes Stockton and Modesto. Each city is rated separately by Arbitron; we will discuss Hispanic marketing opportunities in these locales at the end of this section.