Radio's reach among U.S. Hispanics remains unequivocally strong, according to the 2011 edition of Arbitron's "Hispanic Radio Today" study, released this week, with Hispanic listeners tuning into both Spanish and English language radio in greater numbers than before. The study, which reviewed 16 formats-10 Spanish language and six English language-in top Hispanic markets, found that radio's reach among both English and Spanish dominant Hispanics is between 95% and 96%, slightly higher than last year. Further, Hispanics in almost every demo and age group over-indexed in radio consumption compared to non Hispanics, spending nearly 14.5 hours a week listening to radio. Along with listening trends, the study also provides consumer habits of listeners in different formats.
At a format level, Mexican Regional continues to be the dominant format among listeners, although its AQH share fell from 20.6 in Spring 2010 to 19.9 for Fall 2011. It's the lowest level since Spring 2007, when its share was at 19.7. Meanwhile, the No. 2 ranked format, Spanish Contemporary--which plays a mix of ballads and uptempo music, including tropical and bachata, and is found in 103 stations in 22 states--saw its share rise from 9.3 in Spring 2010 to 10.0 for Fall 2011.
But in a twist, the third most listened-to format among Hispanics was Pop Contemporary Hit Radio (CHR), which plays English-language hits. Share of listeners stood at 8.3 for Fall 2011, up from the 7.7 registered in Spring 2010 and the 5.3 registered for Fall, 2008. Pop CHR not only plays hits by the likes of new stars like Katy Perry and Bruno Mars, but also by Latin stars like Enrique Iglesias and Pitbull, which may have had an impact on the increased share. with its share rising from 7.7 in Spring 2010, to 8.3 for Fall 2011.
The success of Pop CHR was fueled in large part by teens; the format was ranked No. 1 among 12-17 year-old English dominant Hispanics and No. 2 among Spanish dominants. Interestingly, however, the format ranked higher among Spanish dominant adults (25-54) than it did with English dominants. In addition, Hispanic listeners of Pop CHR had higher movie attendance than any other format in the report and most were registered voters.
IN comparison, listeners of Mexican regional, were older and less than half were registered voters. But most had children and families and were avid shoppers of everything from infant clothing to furniture. For a full copy of the report, click here.