Nielsen: 97% Of Hispanics Listen To Radio Each Week
January 25, 2016 at 10:06 AM (PT)
NIELSEN has just released its HISPANIC market report, which notes that Radio reaches 97% of this population tunes in each week. And since 2011, the weekly national Hispanic radio audience has grown 11% (from 36.5 million to 40.4 million).
This increase in radio listening likely reflects the overall increase in Hispanic consumers, which includes almost 15 million Hispanic Millennials, significantly more than just 6.3 million of their Boomer counterparts. However, older Latinos listen longer -- by more than three minutes each week.
Spanish-dominant radio listeners spend the most time tuning in among all U.S. adults 18-49. These super listeners spent 13 hours and 12 minutes listening a week in 2015, compared with 11 hours and 48 minutes for English-dominant listeners.
This increase in radio listening likely reflects the overall increase in Hispanic consumers in the U.S. In the last 15 years, the Hispanic population has more than doubled, and growth shouldn’t stop any time soon. In the next five years, Hispanics are projected to account for 53% of the U.S. population growth.
For the complete report, click here.