Hispanic Preferences for Listening to Radio
Radio is a popular medium for Hispanic consumers, and it remains a significant source of news, entertainment, and information. Hispanic radio listeners are more likely to tune in to Spanish-language stations, but they also listen to English-language stations, especially those that play music that is popular with Hispanic audiences.
Hispanic Radio Listenership Trends
According to Nielsen, Hispanic radio listenership has remained relatively stable in recent years. In 2022, 77% of Hispanic adults listened to the radio in the past week, which is comparable to the percentage of Hispanic adults who listened to the radio in 2018. [Source]
However, there have been some shifts in Hispanic radio listening habits in recent years. For example, Hispanic listeners are increasingly listening to the radio online. In 2022, 35% of Hispanic adults listened to the radio online in the past week, which is up from 26% in 2018. [Source]
Hispanic listeners are also increasingly listening to the radio on their smartphones. In 2022, 58% of Hispanic adults listened to the radio on their smartphone in the past week, which is up from 45% in 2018. [Source]
Hispanic Radio Preferences
Hispanic listeners are more likely to tune in to Spanish-language radio stations than English-language stations. In 2022, 63% of Hispanic adults listened to a Spanish-language radio station in the past week, compared to 44% who listened to an English-language radio station. [Source]
Hispanic listeners are also more likely to listen to music radio stations than talk radio stations. In 2022, 55% of Hispanic adults listened to a music radio station in the past week, compared to 34% who listened to a talk radio station. [Source]
The most popular music genres among Hispanic radio listeners are regional Mexican, Spanish contemporary, and pop. In 2022, 26% of Hispanic adults listened to a regional Mexican radio station in the past week, 19% listened to a Spanish contemporary radio station, and 18% listened to a pop radio station. [Source]
Hispanic Radio Listening by Age Group
Hispanic radio listenership varies by age group. Hispanic adults between the ages of 18 and 34 are more likely to listen to the radio than Hispanic adults over the age of 35. In 2022, 82% of Hispanic adults between the ages of 18 and 34 listened to the radio in the past week, compared to 74% of Hispanic adults over the age of 35. [Source]
Hispanic adults between the ages of 18 and 34 are also more likely to listen to online radio than Hispanic adults over the age of 35. In 2022, 42% of Hispanic adults between the ages of 18 and 34 listened to online radio in the past week, compared to 29% of Hispanic adults over the age of 35. [Source]
Hispanic Radio Listening by Gender
Hispanic women are more likely to listen to the radio than Hispanic men. In 2022, 80% of Hispanic women listened to the radio in the past week, compared to 73% of Hispanic men. [Source]
Hispanic women are also more likely to listen to online radio than Hispanic men. In 2022, 37% of Hispanic women listened to online radio in the past week, compared to 32% of Hispanic men. [Source]
How to Reach Hispanic Radio Listeners
If you are trying to reach Hispanic radio listeners, there are a few things you should keep in mind:
- Language: Hispanic listeners are more likely to listen to Spanish-language radio stations than English-language stations. Therefore, it is important to create Spanish-language advertising and marketing materials if you want to reach Hispanic radio listeners.
- Music: Hispanic listeners are most likely to listen to music radio stations. Therefore, it is important to create advertising that incorporates music that is popular with Hispanic audiences.
- Age: Hispanic adults between the ages of 18 and 34 are more likely to listen to the radio than Hispanic adults over the age of 35. Therefore, it is important to create advertising and marketing materials that are relevant to this age group.
- Gender: Hispanic women are more likely to listen to the radio than Hispanic men. Therefore, it is important to create advertising and marketing materials that are relevant to this gender group.