The number of Hispanic radio listeners grew from 39.5 to 42.4 million from 2013 to 2017, according to a new Nielsen report; audio streaming among Hispanics grew 29 percent in 2016.
Radio is the best way to reach the U.S. Hispanic audience, with 98 percent of U.S. Hispanics listening to radio each week, according to a new report by Nielsen. And that audience is growing. Radio's reach among Hispanics significantly exceeds the overall national average of 93 percent, the Nielsen report found.
According to Nielsen’s new "State of the Media: Audio Today 2017" report, the number of Hispanic radio listeners grew from 39.5 to 42.4 million from 2013 to 2017. That increase was tied to a 29 percent jump in Latinos using smartphones to stream audio in 2016 alone. According to Nielsen’s research, 42 million Hispanics use radio each week, with each person tuned in for an average of 12.5 hours a week.
The Regional Mexican format was the favorite of the majority of measured Spanish-dominant Hispanics between the ages of 12 and 64. The exceptions were the 12-17 age group, and English dominant Hispanics of all ages, who prefer Pop Contemporary Hit Radio over any other format.