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We are quite proud of the experience and expertise we’ve earned when it comes to researching Hispanic audiences.  Given this specialty, we are always thrilled when a report comes out that touts the power of Hispanic consumers, as is the case with the recently-released 2020 Hispanic Market Report from Claritas (https://www.claritas.com/resources/reports-hispanic-american-report/). 


There’s no doubt that the U.S. Hispanic population is one of the country’s fastest-growing population segments, accounting for 56% of the U.S. population growth over the last two decades.  Coming in at over 62.8 million (roughly 19% of the US), this segment of the population is super active when it comes to media engagement.  In their report, Claritas found that Hispanics are 41% more likely than other groups to connect with brands through social media and are 34% more likely than average Americans to watch live TV on their mobile phone.


In terms of radio usage, a 2019 Nielsen report posited that more Hispanics tune in to radio than any other ethnic group.  In fact, according to this report, “radio not only provides the largest reach gateway to these audiences, but connects with them at key moments, such as when driving in their cars just before a potential purchase. And new technologies (including smart speakers, voice assistants and podcasts) are making the bond between audio and these listeners even stronger.” 


In June when we interviewed SBS Radio’s COO Albert Rodriguez, he underscored their company’s belief that “Hispanics prefer to consume media, particularly radio and music, in Spanish formats,” a philosophy that has paid off for the media group with its success in its various markets (their powerhouse La Mega has been #1 in New York for the past three months). 


Researching this diverse and important segment of the population certainly presents its challenges; however, this has long been one of our competitive advantages at Global Media.  In particular, understanding the inherent linguistic and cultural complexity within this population, which includes immigrants from Mexico, Cuba, Puerto Rico, and many other Spanish-speaking countries, is no easy task.  Putting these data-driven insights into a strategy that takes into account differences in dialects, cultures, behaviors, interests, and values has enabled our clients to win in competitive markets like New York City, Los Angeles, and Miami as well as in other ones around the U.S.    


For more insights into Hispanic media consumption and, in particular, how to program radio during a pandemic, we’d urge you to check out an upcoming panel at Radio Ink’s Hispanic Radio Conference featuring Global Media’s own, Harold Austin. 




In case you’re curious, here is the description of the panel that’s set to take place on Thursday, October 8th:


Radio Programming in a Pandemic World and a Socially Charged Environment


How are uncertain times and a pandemic impacting Hispanic radio programming? What are the right programming choices during these uncertain times? How are these times impacting the ratings and formats for Hispanic radio? How should your personalities be dealing with these sensitive topics, both on the air and on social media? Beyond these times, what other format trends do we see coming? Some of the top minds in Hispanic radio programming weigh in on these topics, discussing the challenges and opportunities facing Hispanic formats today.