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Category: Hispanics

Radio’s Amazing Numbers

Author: Annette Malave, SVP/Insights, RAB

Radio is an extension of every part of us.  It’s our ears that listen. It’s our fingers that touch the dial or app.  It’s our eyes when we want to know the traffic.  It’s our heart when we hear the songs that we grew up with, and it’s our soul when we hear of any devastation in a local community.

Radio is an incredible force and impacts listeners like no other medium does. A look at some of the figures that pertain to radio helps to both quantify and qualify radio as a powerful medium.

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Reaching African American and Hispanic Listeners Across
The Infinite Dial

Contributor:  Laura Ivey, Director of Research, Edison Research

Today’s environment of almost unlimited audio choices means advertisers and stations must craft targeted messages and personalized outreach to listeners. The more we understand consumers, the better we are able to speak to them, which brings importance to the understanding of ethnic listeners and their digital media habits.

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The Infinite Dial”

Growing with Multicultural

Author: Annette Malave, SVP/Insights, RAB

According to projections by the U.S. Census Bureau, by 2045 50.3% of the U.S. population will be comprised of what is now considered racial minorities – Hispanic, Black/African-American, Asian, multiracial and others. While 2045 is more than two decades away, the shift is already impacting the marketing and advertising perspectives and strategies among many of today’s top national advertisers.

Last week, during the 2018 Association of National Advertisers (ANA) “Multicultural Marketing & Diversity Conference,” CMOs, marketing strategists, bloggers, TV hosts and even comedians spoke to the behavior and buying power of these consumer segments.

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Hispanics – the Fastest Growing
Consumer Market

Author: Annette Malave, SVP/Insights, RAB

$1.5 trillion.  That is the buying power of the Hispanic consumer – the largest minority market in the U.S.  According to the Selig Center for Economic Growth, this group’s economic clout has grown 203% since 2000, which makes it one of the fastest growing consumer markets here in the U.S.  This group represents nearly 18% of the country’s population.

Advertising to ethnic audiences was once considered an afterthought.  However, as the buying power of Hispanic consumers continued to increase, its importance as a target audience for advertisers grew.

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Consumer Market”

Dining During the Holidays

By now, the hustle and bustle of holiday shopping is reaching a crescendo for many of us.  With aching backs and feet from all the window shopping for ideas to shopping in-store, there is nothing better than sitting down for a good meal.

There are numerous dining options for consumers – from quick-serve to fast casual to sit-down restaurants.  With all of these options, enticing their taste buds can be a difficult challenge.  How do you reach consumers that are on-the-go or right before they are about to shop?  With radio, of course.

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There’s Something for Every Ear

“I’m a purple person.”  “I prefer basic black.”  “I like to wear bold colors.”  People have distinctive tastes and preferences when it comes to clothing or accessories.  These preferences are personal, similar to that of radio listening, and similarly, music choice.

A researcher at Heriot-Watt University in the U.K. studied over 36,000 participants’ ratings of 104 music styles and found a direct correlation to their personalities.  The study showed that heavy metal music fans are normally calm and comfortable around others, while classical music lovers are often shy and creative.  Hard-working and outgoing would be words to describe pop and country music listeners.   The relationship between radio and the listener has always been an emotional one but what they listen to is not just personal, it is an extension of who they are.

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Radio Rules the Road

“It’s Saturday night, about time to go.  Got my white leather jacket and a neon soul.  Once I turn on the radio I’m ready to roll.”  Those lyrics from Maren Morris’ “80s Mercedes” resonate with everyone.  Who doesn’t know that feeling of getting in the car, turning the radio on and listening to your favorite songs? Continue reading “Radio Rules the Road”

Radio + Smartphone = Constant
Companion

According to Statista, there will be well over 220 million smartphone users by the end of 2017.  These users will engage with radio in various ways – texting, downloading or just listening in.

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Companion”

Music is Good for You

Isn’t it amazing how sometimes you hear a portion of a song on the radio and the tune just stays in your head?  You find yourself humming, tapping or just moving your head to the beat even when you’re nowhere near a radio – but you just learned a new song.  That, my friends, is the power of radio – learning about new music.

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People tune in and listen and listen
to radio

Friends Friendship Portrait Togetherness Fun Concept

We look forward to each time Nielsen releases another quarterly issue of their Total Audience Report.  It provides the entire ad community with a perspective on shifts and changes in media usage.  But it is of no surprise that our interest is about radio’s usage.

The Q2 2016 Nielsen Total Audience Report noted that, in a three-year comparison, the number of radio stations that an adult tunes into has grown.  Radio delivers content, whether it is in the form of talk, news, sports or music, and listeners tune in to find it.  Based upon this report, the average number of radio stations tuned in by adults every month is 7.1.

Continue reading “People tune in and listen and listen
to radio”

Radio – A Diverse Medium Reaching a
Diverse Audience

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Rock, News/Talk, Urban AC, Spanish, Jazz, Gospel, Tejano. These are just some of the formats that run on stations across the country. Radio offers programming that reaches people of different age groups, interests, lifestyle and even language.

Radio listeners are passionate. They engage with their radio stations across all platforms and devices – whether it’s on-air, on a smartphone, via Facebook or twitter. And when it comes to reach and time spent with radio, ethnic audience usage is greater than the general market.

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Diverse Audience”