Tuning In to Hispanic Audiences’: A Winning Recipe For Radio [REPORT]
December 17, 2024
That’s the key takeaway from the first major report from the Hispanic Radio Alliance, produced in partnership with Nielsen Audio.
The Hispanic Radio Alliance was born from the 2023 Hispanic Radio Conference in Miami, in recognition of the continued importance of Hispanic radio and its value to consumers and advertisers.
The HRA/Nielsen report, “Tuning In to Hispanic Audiences,” highlights audio as a cornerstone for brands to connect with the influential U.S. Hispanic market.
Among the key findings is that, even in today’s multi-pronged universe for audio consumption platforms, 54% of ad-supported audio listening time among Hispanics is spent on radio. The Nielsen data reveal that this significantly outranks podcasts (28%) and streaming audio (16%).
Nevertheless, podcasts are quickly becoming a complementary channel for reaching Hispanic audiences, particularly among younger and bilingual listeners. Monthly podcast listenership among Hispanics has grown steadily, with the highest increases seen in adults aged 25–34 and 45 and older.
For those looking for growth, understanding that steady and unwavering support of Radio in today’s environment is a success. Between 2018 and 2024, weekly time spent listening to AM/FM among Hispanic adults remained consistent, averaging over 8 hours, compared to 10 hours spent on live and time-shifted TV. For Hispanics ages 18-34, radio consumption equals 81% of the time they spend watching TV.
Additionally, as multiple research studies have shown over the years, language plays a pivotal role in connecting with Hispanic audiences. More than 70% of Hispanic radio listeners speak Spanish at home, and nearly 65% personally prefer speaking Spanish in their daily lives. As the HRA sees it, this cultural affinity for the Spanish language underscores the need for Spanish-language programming, which is more than just a linguistic tool – it is a direct connection to the values, traditions, and nuances that resonate within the community.
Incorporating radio into media plans significantly enhances the effectiveness of ad campaigns. A related study by Nielsen found that reallocating just 20% of a media budget to radio increased campaign reach by 23%, adding 348,000 additional consumers to the audience. More importantly, it drove a 38% lift in effective reach, connecting with 363,000 more consumers three or more times.
UN MUNDO OF ETHNIC CONSIDERATIONS
One of the key challenges and opportunities for advertisers is understanding the diversity within the Hispanic community.
This audience spans multiple generations, ethnic backgrounds, and language preferences. As such, a Christmas ad featuring a Parranda may not have any resonance on the West Coast of the U.S., as this is common among Puerto Ricans, who can largely be found east of the Mississippi River.
For instance, while Mexican and Mexican-American individuals make up 56% of the Hispanic audience, other groups such as Puerto Ricans, Central Americans, and South Americans contribute significantly to the demographic landscape.
This concludes the HRA and Nielsen to conclude that effective campaigns must account for these differences, tailoring messages to reflect generational preferences, cultural values, and linguistic nuances. For example, Hispanic young adults aged 18-20 are harder to reach through traditional media alone, but radio fills this gap by increasing reach to 84% when incorporated into media plans — a 49% lift compared to plans without radio.
To download report, CLICK HERE.
The Hispanic Radio Alliance is comprised of members from a diverse range of industry players, including Nielsen Audio, BIA Advisory Services, Harker Bos Group, Bryan Broadcasting, Futuri Media, HRN Media Networks, the law firm of Fletcher Heald and Hildreth, Nueva Network, and Solmart Media. For more information on the Hispanic Radio Alliance, including information on how to join, please contact Radio + Television Business Report Publisher/President Deborah Parenti.
