Mediaedge: CIA, KFC Boost Hispanic Focus

NEW YORK — WPP Group’s Media-edge: CIA is making its first Spanish-language national media buys for KFC, as the fast-food chain attempts to increase its presence in the Hispanic market.

Mediaedge: CIA has traditionally bought Spanish TV for KFC’s $125 million account on a local basis in Los Angeles, Miami, Houston, New York and Chicago. But as the U.S.’s 33 million Hispanics expand beyond the top markets, national TV has become more attractive.

In addition, certain markets are not available on a spot basis, such as Texas cities Austin and Amarillo, as well as Hartford, Conn.

“It