Hispanic Americans Are Untapped Market for Radio Advertising.
January 24, 2005
The rapidly growing U.S. Hispanic American population represents untapped potential for the radio advertiser market, according to a new study by Arbitron Inc.
Arbitron’s Power of Hispanic Consumers Study 2004-2005 shows that Hispanic consumers are heavier users of radio than newspapers or television. They spend significantly more time with radio than Non-Hispanics, averaging 22 hours and 30 minutes per week. Hispanic Americans spend half their radio time listening to Spanish-language formats, a group of formats consisting of diverse musical and programming tastes, from Tropical to Talk.
“According to the U.S. Census Bureau, there are approximately 40 million Hispanics-Americans living in the U.S with $686 billion in spending power, a number that is growing at twice the annual rate of non-Hispanics,” said Stacie de Armas, Arbitron’s Director, Hispanic Services. “Advertisers are taking note of the desirability of Hispanic-American consumer. From 1998 to 2003, corporate spending on Hispanic advertising has nearly doubled to $2.7 Billion. Advertisers and agencies should strongly consider radio advertising based on the predilection U.S. Hispanic consumers have towards this medium.”
Hispanic Americans are younger than general population. More than half (52 percent) are married and more than half (55 percent) of Hispanic households have four or more members. More than one-third has at least some college education or more. Hispanics are more likely to be employed than the average American, with 14 million Hispanics adults employed full time in the United States. The study also found that Hispanic Americans are:
· Nineteen percent more likely to spend $500 or more on children’s clothing per year;
· Twice as likely to spend $500 or more on athletic shoes per year;
· Spending more on cell phones, with nine percent spending over $100 per month on cell phone bills;
· Seeing more movies than the average American and 81 percent more likely to see a movie in its opening week;
· More likely to take several trips outside the continental United States per year. In fact, they are 31 percent more likely to have taken five or more trips outside the U.S. within the last three years
To view study CLICK below (Adobe Acrobat Reader required):
http://www.arbitron.com/downloads/hisp_consumer_study_2004.pdf
