MERCADEO Versión en español
Nielsen study says U.S. Hispanic radio audience on the rise
Patricia Molina| 24 de marzo de 2014
En la radio de EE UU, el horario de la tarde tiene la mayor audiencia hispana
The Hispanic radio audience is growing across the United States, increasing by more than half a million listeners over the past year, according to data in Nielsens RADAR report for March 2014.This signifies that Hispanics are more likely to listen to the radio than any other ethnic group. According to the Audio Today study, 94.2 percent of all Latinos above age 12 listen to the radio sometime during the week.So the question comes down to this: Where does this growth come from? Interestingly enough, the growth does not occur in the 10 a.m to 3 p.m. time slot, which has the highest ratings among Hispanics.The most significant growth among Hispanic listeners over the past year has been in the morning, driving in the car between 6 a.m. and 10 a.m. Listeners in the morning among Hispanics is growing at a much faster rate than at any other time of the day, with a total of 448,000 new users.The afternoon hours have the biggest Hispanic audience during the work week, and noon is the top moment in the combination of audience size and total time spent listening but even so, the morning hours are outdistancing the rest of the day in adding new Hispanic radio listeners.
