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.
Nielsen’s Audio Today 2017 report, subtitled “A Focus on Black and Hispanic Audiences,” found that nearly 75 million radio consumers are Black or Hispanic, with those ethnic groups making up a third of total American radio listeners.
The number of black Americans streaming audio on their smartphones jumped 30 percent in 2016. Radio’s black audience grew from 30.8 million to 32.3 million between 2013 and 2017, with 32 million people currently tuning in to radio each week, for an average of 13.58 hours — more than any other group of listeners. Urban Adult contemporary is the preferred format among all black listeners from ages 12-64.
McDonald’s was the top advertiser on Urban Adult Contemporary, as well as on Regional Mexican and other Spanish language stations. The fast food giant spent $8,646,126 in advertising on U.S. stations aimed at Black and Hispanic listeners in 2016.