Are you trying to reach out to Hispanic audiences? While video has become a very important channel (online and offline), Radio remains one of the best ways to target this market segment. In fact, according to a recent NIELSEN report, radio reaches 97% of the Hispanic population every week and this audience has grown by 11% since 2011.
This media is particularly important for the Spanish-dominant market; they spend more than 13 hours a week listening to the radio. By comparison, English-dominant Hispanics spend nearly 12 hours a week listening to the radio. That’s a lot of hours where you can reach out to your desired audiences, so make sure you’re including radio into your communications and marketing plans.
Just a reminder, choosing the right channel is important, but it’s more important to make sure you’ve selected the right message (and in the right language). Spanish-dominant Hispanics still outnumber their English-dominant counterparts, but the number of English-dominant Hispanics are increasing at a faster rate. Don’t assume that just by creating your messages and outreach in Spanish that you’ve done all that you can. In the end, culturally-relevant messages will always win out.
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SOURCE: The Latino Listener: How Do Hispanics Tune in to the Radio? | NIELSEN