Results Of New Arbitron Study On Hispanic Radio Listening Released
June 27, 2006 at 6:48 AM (PT)
ARBITRON has just released details from a new study on Hispanic consumers and Spanish-language radio, noting the heavy use of radio by Hispanic consumers. According to ARBITRON's Hispanic Radio Today 2006, radio reaches over 95 percent of all Hispanic Americans over the age of 12. The study also reports the average Hispanic consumer listens to 3 hours more radio per week than Non-Hispanics.
In a press release, ARBITRON's Dir./Hispanic Media STACIE DE ARMAS commented, "No other medium comes close to radio for reaching Hispanic consumers. Hispanics connect with radio on a deep level. It binds Hispanics to their culture, music of home and provides a sense of belonging within their communities."
Some other notes from ARBITRON's Hispanic Radio Today 2006:
No other medium comes close to radio for reaching Hispanic consumers.
- There has been a 34 percent increase in Spanish-language radio stations in the past seven years.
- The most popular Spanish-language radio formats are Mexican Regional (20 percent) and Spanish Contemporary (13 percent).
- Hispanic American listeners appear to be on the move earlier in the morning causing higher listening rates between the hours of 4 am and 7 am.
- More than half of Hispanic radio listening during the hours of 6 - 10 am occurs in cars or at work, with the same pattern being repeated in afternoon drive
- Listening among working-age Hispanics typically peaks in morning drive for men and women, however the next strongest time slot for men is afternoon drive while midday is the runner-up for women.
- Hispanic teenagers have peak listening hours after school (3 - 7 pm), while adults 65 and older peak during morning drive, although they tend to listen at home, suggesting that older Hispanics may simply be early risers.