Nielsen’s survey: Radio’s impact among Hispanic consumers is evident

A recent Nielsen’s survey showed that 97% of U.S. Hispanics are reached every week by radio, the highest penetration measured by them across demographics, ethnicities and platforms in the country. The study concluded that radio’s impact among Hispanic consumers is evident. The two most popular Spanish-language formats are: Mexican Regional and Spanish Contemporary. Combined, these two formats account for nearly one quarter of all Hispanic radio listening across the U.S. Their popularity is a clear indication of the strength of Spanish-language radio on the airwaves. These percentages vary according to seasonality and social-political events. The presidential elections have attracted great number of listeners to political shows. Sports radio was on the rise on September and October for Hispanic listeners. This audience is cyclical and see their highest shares of audience around the changeover of the year when football returns and baseball concludes. The age of sports radio consumers is between 25 and 54 years old.