The Latino Urban format study.

A new Hispanic format – Latino Urban – is attracting a significant audience among a broad array of Hispanic listeners in several markets across the country.

With its unique mix of sounds that include Latin Hip-Hop, Latin R&B and Reggaetón, Latino Urban attracts a young Hispanic audience: 50 percent of its listeners are between the ages of 12 and 21. While 70 percent or more of the listeners to Latino Urban stations are Hispanic, this format also reaches English-dominant Hispanic listeners more than any other Spanish-language format. A third of Hispanic listeners to the Latino Urban format are English primary speakers. For most other Spanish language formats, Hispanics speaking primarily English typically account for 10 to 15 percent of their Hispanic listeners.

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