Author: Annette Malave, SVP/Insights, RAB
According to new estimates released by the U.S. Census, the Hispanic population accounted for nearly 71% of total U.S. population growth. In 2023, Hispanics were the second largest group per this data.
According to the Latino Donor Collaborative, the U.S. Latino GDP was $3.2 trillion in 2021. Couple the population growth along with this economic impact and you have a consumer segment that cannot and should not be ignored by businesses. If businesses want to experience growth, they need to be sure to connect with Latinos.
The surest form of media that connects and engages with Hispanics is broadcast radio. Based on Nielsen’s Audience Insights, broadcast radio reaches more Hispanics 18 and older than any other medium. Its reach is greater than video options – with listeners of all ages.
While Hispanics are an important consumer segment, Hispanics who are heavy radio listeners are even more attractive as consumers when compared to their TV cohorts. Hispanic heavy radio listeners are younger, employed in white collar positions and have a higher household income.
But radio isn’t just a medium about reach – it is a medium that has impact. Using Nielsen Media Impact, when 20% of dollars originally allocated for a TV and digital only campaign and shifted to radio, it amplifies the impact of other media used – potentially connecting with over one million more consumers. That represents a 30% increase in reaching more potential buyers – a revenue opportunity that all businesses would want.
Connecting with Latinos using radio is a way for businesses across various categories to grow. Using Scarborough data, Spanish radio listeners over-index (have a greater likeliness) to spend $400+ on groceries, purchase children’s clothing, visit a casino or more.
No matter how you look at it, reaching Hispanics matters for business. Using broadcast radio to reach, connect and engage is a must.
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