Hispanics who listen to Spanish language radio average listen 31% more than the average person.

Time spent listening to the radio per week:
Average American 16:30, Average Hispanic 19:15. Hispanics who listen to Spanish language radio 21:45.

Radio istening facts: The times Hispanics are most likely to listen to radio 6 a.m. to 6 p.m. on weekdays and weekends 9 a.m. to 3 p.m. Hispanic men spend slightly more time listening to radio than Hispanic women. Of course radio is flexible—people can listen at home, in the car, at work and anywhere else.

Arbitron:
Hispanics are heavier users of radio than newspapers or TV and spend half their radio time with Spanish formats. Spanish language radio stations in the US have increased almost tenfold from 67 stations in 1980 to 664 stations in 2002.

Nationally Spanish language radio has increased its share by more than 80% from 4.4 in 1993 to 8.1 in 2002. 96% of Hispanics listen to radio every week; an average 3.5 hours per day.

Simmons Hispanic Study Of Hispanics
over the age of 18 in San Diego:

91% listen to the radio in Spanish all
or most of the time.

85% speak Spanish with family all or most
of the time or equally Spanish & English.

83% speak Spanish with friends all or most
of the time or equally Spanish & English.

18.0 hours/week is the average time spent
listening to radio.

51% listen to the radio in the morning
5-10 a.m. all or some of the time.

86% listen to the radio when they drive
the car all or some of the time.

64% listen to the radio at work all
or some of the time.

66% listen to the radio at home all
or some of the time.

Radio Advertising Bureau Fact Book for Advertisers:

85% of Hispanic men 18-49 work.
61% of Hispanic Women 18-49 work

Hispanics 18-49 who work are 31% more likely to be heavy Spanish radio listeners than heavy Spanish TV viewers.

Meneses “Ask San Diego Media Report":

Hispanic teens in San Diego: Listen to an average of 17.3 hours of radio per week.

70% listen to radio in Spanish all of the time, most of the time or equally English and Spanish.

91.3% of all Hispanic households in San Diego County use Spanish-language media.

San Diego Ad Club’s Hispanic Marketing Resource Guide

There are fewer ways to reach Hispanics. English audiences are bombarded with messages but Spanish language choices are fewer—fewer newspapers, TV stations, magazines, and even most web sites are in English.

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