Spanish Broadcasting System's radio stations have joined mobile marketing company HipCricket's network of Hispanic broadcasters and advertising clients.

The move puts the network's reach at more than seven million listeners and brings it to major markets like Los Angeles, New York, Miami and Chicago.

HipCricket established its Hispanic Mobile Marketing Network in April with a million listeners between Bustos Media's, Davidson Group's and Lotus Communications' Spanish-language stations. The marketing network allows advertisers to reach radio station listeners with text message-based promotions that the listeners sign up for. Linking the stations in a mobile marketing network allows brands to reach multiple markets with a single buy.

"At this point, it's got the critical mass to be a really effective vehicle for brands and advertisers to engage the audience that they are trying to reach," HipCricket president/COO Eric Harber tells Billboard.biz.

SBS' radio properties include New York's top-rated La Mega 97.9, Chicago's La Ley 107.9 and Los Angeles' Latino 96.3 and La Raza 97.9, among others.

Three Univision Radio affilates owned by Fisher Communications have also recently joined the network.

HipCricket is in talks with "all the key players" in Spanish-language radio to increase its listener base, says HipCricket chief marketing officer Jeff Hasen. "We'll continue this drumbeat of building and building and building."

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