“Video Killed The Radio Star” by the Buggles was the first music video to ever be shown on MTV when the channel launched in 1981. It became a significant message to the world that radio was on the decline and potentially on it’s way out. But is Spanish radio advertising making a comeback?
Nielsen recently released a new report that states that 97% of the U.S. Hispanic population listens to radio each week. In fact, the weekly Hispanic radio audience has grown 11% since 2011 from 36.5 million to 40.4 million listeners. It appears the radio star is not dead after all, particularly among Hispanic consumers.
Who is the Latino Listener?
The U.S. Hispanic population continues to increase and is expected to account for 53% of the U.S. population growth within the next five years. With a growing, young Hispanic population, radio listeners are becoming increasingly bicultural and listen to both English and Spanish radio. Interestingly enough, while radio reaches almost 15 million Hispanic millennials, older Latinos tend to listen to radio three minutes longer each week.
Therefore, it is not surprising that Spanish-dominant listeners tune into radio the most among all U.S. adults 18-49. While the national average for all Spanish-language radio formats combined is a 6.1% audience share, in heavily Hispanic populated states such as California, Texas, Florida, and Nevada, the percentages are substantially above the national average.
The Radio Opportunity for Hispanic Advertising
While radio advertising may become a rekindled consumer opportunity on the horizon, brands and agencies need to be aware of how to reach the Hispanic consumer through this medium. As multicultural agencies are aware, the Hispanic consumer is diverse is many ways including birthplace, country of origin, language preference, pop-culture, etc.
As the U.S. Hispanic population increases, it is imperative to understand the differences in Hispanic consumers within each radio market. The Hispanic radio listener from Florida may not have the same preferences as the Hispanic radio listener from Texas or California. These key differences impact how you market and advertise content to them.
Nonetheless, despite the differences, the majority of Hispanics (85%) agree their culture is important. If brands and companies want to reach the Latino radio listener and be successful in their efforts, they need to find resources that understand the complexities of the Hispanic consumer. Only then will they be able to capitalize on this new opportunity in radio advertising. Who would have thought 30 years later, the radio star would be back thanks to the Latino radio listener!
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