In the Office

There’s More than One Way to Skin a Gato – Part 2

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From Omaha to Atlanta to Lexington to Milwaukee — and points in between — Spanish-language radio stations have been proliferating across the U.S.

(I probably don’t need to tell you that radio stations don’t pop up until after there’s an audience for them.)

Not only is Spanish-language radio enjoying rapid growth — it’s also enjoying dominating ratings.

Take Atlanta in 2004, for example.

In response to the rising Hispanic population in the area, Clearwater Channel’s radio station WWVA converted from general market English-language programming, which was eking out a barebones 1.6 share among the 18- to 34-year-old listener group, to a Spanish-language format.

The result?

Its share of that coveted demographic shot up to 11.3 – a 700% increase.

Overnight.*

Not bad.

But perhaps not surprising.

The fact is that 87% of adult Latinos access Spanish-language radio, television, or newspapers on a regular basis.

They spend 18 hours a week watching television — approximately 50% of it in Spanish. And 15 hours a week listening to radio — of which 50% is also in Spanish.

That’s double the time non-Hispanics spend. Oh, and 29% of them also prefer their newspapers in Spanish.**

So if you’re planning to target the Hispanic market, the Spanish-language media is something you shouldn’t overlook

:: :: ::

Next time we’ll talk about Spanish-language television.
And some data points that may surprise you.
Stay tuned.

*Source: Arbitron. **Source: Bendixen & Associates.