Nielsen's just-released "Audio Today 2023: A Focus on Hispanic Consumers" report provides advertisers with more reasons than ever to target the Latino market using radio, starting with the finding that the medium reaches more of them than TV, phones, or computers across all key demographics. When it comes to ad-supported audio, radio doubles the reach of its closest competitor in all demos.
“Radio emerges as the dominant platform, ahead of all other linear and digital media platforms,” Nielsen's report says. “Comparing its reach to other ad-supported audio marketing options, it leads the way, making it a pivotal channel for successful campaigns targeting the Hispanic audience.”
Whether among Hispanics 18+, 18-34, 35-49, or 50+, radio's monthly reach, ranging from 91-97%, is far ahead of ad-supported YouTube Music (35-47%), Spotify (10-23%), Pandora (17-27%), or Amazon Music (11-13%). The report also cites Edison's “Share of Ear” figures showing that among the Hispanic 18+ demo, radio leads in share of time spent listening to ad-supported audio sources with 58%, far ahead of podcasts' 24%.
With 69% of all Hispanic radio usage during the workday (Mon-Fri, 6am-7pm) taking place in the car, according to Nielsen – and more than 60% of car listening time spent with audio going to AM/FM radio, according to Edison – this “provides a prime opportunity for advertisers to engage this dynamic audience during their daily commute,” the report says. “Radio use spans the bulk of the day, reaching Hispanic consumers on the path to purchase.”
Nielsen's research also finds that for Hispanic adults 18+ and 25-54, radio’s share of total time spent with media during the week is highest during morning drive and middays, while overall listening peaks between 3-5pm.
What are Hispanics listening to on AM/FM radio? According to Nielsen, the top formats for 18+ are adult contemporary, Spanish contemporary and hot AC, Spanish regional Mexican, CHR, and classic hits. Other high-ranking Spanish-language formats include Spanish adult hits (No. 9) and Spanish tropical (No. 14).