It’s no surprise that radio is one of the easiest ways to deliver a message to a large audience. According to a recent article from Nielsen, 97% of Hispanic Americans listen to the radio each week, making them one of the largest radio audiences. Interestingly, since 2011 “the weekly national Hispanic radio audience has grown 11%.”
While the Hispanic population in the U.S. is expected to grow consistently over the next few years, it’s important to realize Hispanics are “diverse – from birthplace to country of origin to generation and language preference. And these differences play a role in how they listen to the radio.” For example, 15 million Hispanic millennials listen to the radio, compared to “just 6.3 million of their Boomer counterparts.” Interestingly, with popular Latin artists using both Spanish and English in their songs, Hispanic millennials are also beginning to turn away from traditional Mexican Regional stations and favoring Pop CHR or Hot AC stations.”
Language is another key facet that influences how Hispanics as a group listen to the radio. Among adults aged 18-49, “Spanish-dominant super listeners spent 13 hours and 12 minutes listening to the radio a week in 2015, compared with 11 hours and 48 minutes for English-dominant listeners.”
In order to continue to reach Hispanic and Latino listeners, radio programmers must keep two points in mind. First, “Know your market: since radio is local in reach, understanding the background of Hispanic in each market is crucial to crafting content to best reach different segments of these radio listeners.” Second, “Go digital: with the increased popularity of smartphones being used by the Hispanic population, online media consumption has grown significantly between 2006 and 2014.”
Do you target Hispanic Americans in your media outreach? If so, what are some tips you have to successfully reach them as an audience?