Arbitron's New Hispanic Radio Study Released
August 14, 2013 at 3:15 PM (PT)
ARBITRON has issued the 2013 version of HISPANIC RADIO TODAY, outlining radio listening among Hispanic consumers across a variety of formats. The study found about 95% of Hispanic consumers tune to the radio in an average week, which is bigger than other ethnic groups measured by ARBITRON.
Radio’s reach among 25-54 Hispanic listeners is even better, reaching nearly 97% of women 35-44 weekly. TSL to radio among Hispanic persons is holding steady (and in some cases, increasing) in key demographics.
Some highlights of the formats in this year’s study:
Mexican Regional remains far and away the most popular choice of Hispanic listeners by nearly twice the share of the second-largest format. The format draws young listeners (mostly men) of Mexican descent and is a popular out-of-home listening choice.
Spanish Contemporary/Spanish Hot AC is another strong out-of-home performer and is slightly more popular among women than men. A growing number of listeners to these formats comes from higher income households.
Pop Top 40 Radio, the No. 3 format among all audiences based on AQH, is similarly ranked among Hispanic listeners. Just like with the general market, Pop Top 40 is popular among Hispanic women, especially those who primarily speak English.
Rhythmic Top 40 Radio remains the most ethnically-diverse format among all listeners and remains very popular among young Hispanic listeners. Listeners to this format are among the most tech-savvy in this study.
AC/Soft AC’s share of audience tapered slightly this year, matching the format’s trend in the general market. It remains a strong midday performer and its listeners are well educated and live in high income households.
Spanish Adult Hits, which tends to be most popular in Western markets, has nearly half of its audience between 35-54 years old.
Country/New Country continues to be a popular choice among English-dominant Hispanic listeners, especially women.
Classic Hits remains most popular with men, particularly Spanish-dominant Hispanic men.
News/Talk/Information + Talk/Personality feature the highest proportion of English-dominant Hispanic listeners. These listeners are also the best educated and live in the highest-income households of all formats in the study.
Spanish Tropical, a popular choice of Hispanic listeners of Caribbean descent, saw a significant rebound in this year’s study.