Hispanic Radio Today 2011 Released By Arbitron

Now Available

ARBITRON has released, "Hispanic Radio Today 2011," which offers a detailed look at the radio listening habits and consumer insight among U.S. Hispanics, who now number 49.1 million people, or 16% of the U.S. population.

This new edition of the annual report reviews 16 formats, including 10 Spanish-language choices and six English-language formats.

Radio’s Reach Remains Strong Among All Hispanics

ARBITRON writes, "A multitude of media options continues to attract Hispanic consumers, who embrace new technology faster than other ethnic groups. Nevertheless, radio's reach among both English-dominant and Spanish-dominant listeners sits between 95% and 96% -- a slight uptick from HISPANIC RADIO TODAY 2010. Radio reached Hispanic men and women equally strong, with the medium attracting 97% of Hispanic men 35-54 and of women 35-44. Radio continues to be a 'weekend warrior' with Hispanic men and women, attracting an average 85% of men 25-54 and 84% of women 25-54 -- higher than any weekday time period."

Time Spent Listening Estimates Adjusts To Additional PPM Markets

"Time Spent Listening in FALL 2010 again appeared lower than in previous studies. Yet it would be unfair, and erroneous, to conclude that less consumption of radio occurred," notes ARBITRON. "With new markets switching from ARBITRON's Diary methodology to PPM measurement, apples-to-apples comparisons to FALL 2008 cannot be made. Additionally, seasonal radio consumption differences between the SPRING of 2010 (which represented a previous HISPANIC RADIO TODAY) and the
FALL of 2010 must be taken into account. Still, Hispanics aged 12 or above spent nearly 14½ hours per week with radio. Hispanics in practically every age/demo group over-indexed against the non-Latino audience with respect to radio consumption."

Sounds of Today, In Spanish and English, Enjoy AQH Ratings Gains

"As the third HISPANIC RADIO TODAY report to include PPM-measured data from a host of major markets in addition to diary methodology, lower average quarter-hour (AQH) ratings were seen compared to FALL '08 for four of the 10 Spanish-language formats studied," noted ARBITRON. "Spanish Contemporary and Spanish Adult Hits enjoyed healthy gains, while AQH share for dominant #1 format Mexican Regional fell to their lowest level since SPRING 2006. Spanish Tropical saw its first AQH increase since SPRING 2004, ending a long period of audience erosion. Spanish Sports further solidified its status as the #1 away-from-home format among Hispanic men, who also made the format a Time Spent Listening dominator. At the same time, several English-language formats reached new AQH heights with Hispanics, most notably Pop Top 40 and AC. Conversely, Top 40/R continued a six-year downward trend that puts its AQH share at its lowest point since HISPANIC RADIO TODAY’s first release. Hispanic radio consumption continued to be fueled by out-of-home listening, displaying the medium's power of portability."

Mexican Regional Keeps Listeners Tuned In

ARBITRON writes, "Mexican Regional continued to be the top format choice among Hispanic radio listeners -- by a large margin. The format's audience is aging, however, as 54% of listeners were adults aged 25-44; 20% of listeners were 12-24 years old and among this audience Mexican Regional attracts a higher percentage of English-dominant listeners than Spanish dominant. Mexican Regional is the top format in time spent listening, ranking #1 among adults 12+, thanks to Spanish-dominant listeners across all age groups. It is one of a handful of major formats whose proportion of adult listeners with college experience grew by at least 1% or more. Its audience’s affluence is also on the rise."

Spanish Contemporary Surges Upward

"Spanish Contemporary enjoyed its strongest performance since SPRING 2006," continued ARBITRON, "attracting 10% of Hispanic radio listeners. Like Mexican Regional, Spanish Contemporary's younger audience is in decline, with adults 25-44 representing nearly half of the format’s listeners. Still, significant percentages of English dominant listeners come from teens and young adults, a reflection of this audience segment’s desire to retain their cultural connectivity. At-work listening contributed to the ratings climb for the format. Household incomes are on the rise, with a 5% decline in the percentage of listeners residing in homes with incomes of $25,000 or less."

Classics Attract For Spanish Adult Hits

"Reaching more than 7 million Hispanic listeners on 55 stations, Spanish Adult Hits is now the #4 most-listened-to format, besting Top 40/R, found ARBITRON. "Spanish Adult Hits posted its highest ratings to date in Fall ’10, powered by Spanish-dominant adults 25-54. Gains were seen in both PPM and Diary Metros, with midday listening the heaviest for the format. This helped Spanish Adult Hits become an out-of-home format of choice for Hispanics, with 61% of listening done in the car or at work."

Pop Propels Past Rhythmic As English-Language Listening Ebbs

ARBITRON found that Top 40/Rhythmic and Mainstream Top 40, "each known for attracting younger audiences, are heading in opposite directions. Pop Top 40 was listened to by 8.3% of Hispanic listeners, its largest audience share seen since the first HISPANIC RADIO TODAY report. Concurrently, Top 40/Rhythmic dipped to its lowest audience share in 10 years. Much like Pop Top 40, Top 40/Rhythmic is driven by adults 18-34, in addition to teens. But 14% of Pop Top 40’s Hispanic audience were adults 45-64. Other English-language formats -- including Adult Contemporary, Classic Hits, News/Talk/Information and Country -- each saw slight decreases in their overall Hispanic audience shares."

Find out more about the report here.

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