EXECUTIVE SUMMARY Hispanic Radio Today 2013 How Hispanic America Listens to Radio © 2013 Arbitron Inc. All Rights Reserved. Radio’s Vibrant Relationship With Hispanic Listeners About 95% of Hispanic consumers in the U.S. tune to the radio in an average week, underscoring a strong relationship with an important and growing listener segment. Hispanic Radio Today 2013 About 95% of Hispanic offers a detailed look at the radio listening habits and consumer insight among Hispanic listeners in consumers in the U.S. tune to the U.S. the radio in an average week, This edition reviews, in detail, four Spanish-language formats: Mexican Regional, Spanish Contemporary + Spanish Hot AC, Spanish Adult Hits, and Spanish Tropical; eight English-language underscoring a strong formats with a significant Hispanic listenership: Pop Contemporary Hit Radio (Pop CHR), Rhythmic CHR, Adult Contemporary + Soft AC, Hot AC, Country + New Country, Classic Hits, News/Talk/ relationship between radio Information + Talk/Personality, and Classic Rock. and an important and growing Five additional Spanish-language formats received honorable mentions: Spanish News/Talk, Spanish Variety, Spanish Religious, Tejano, and Spanish Sports. listener segment. In addition to Arbitron audience data for each format, Hispanic Radio Today 2013 also features Scarborough consumer profiles to develop a comprehensive profile of Hispanic radio listening across America. Arbitron Hispanic Radio Today 2013 provides the details and analyses that reinforce the relevance and vital role radio plays in the lives of Hispanic Americans. PPM ratings are based on audience estimates and are the opinion of Arbitron and should not be relied on for precise accuracy or precise representativeness of a demographic or radio market. Terms of Use Arbitron Radio Today and all ratings, data, and other content contained in this report are protected under United States copyright and trademark laws, international conventions, and other applicable laws. You may not quote, reference, link to, frame, copy, modify, distribute, publicly display, broadcast, transmit, or make any commercial use of any portion of this report, including any ratings, data, or other content. 2 HISPANIC RADIO TODAY • 2013 EXECUTIVE SUMMARY © 2013 Arbitron Inc. All Rights Reserved. The Executive Summary About 95% of Hispanic consumers tune to the radio in an average week, underscoring a strong relationship with an important and growing listener segment. Radio listenership among Hispanic consumers is bigger than other ethnic groups measured by Arbitron. Radio remains a reliable entertainment and information source for Hispanic listeners, regardless of their language preference, country of origin, age, gender, income, or listening location. Radio’s reach among 25-54 Hispanic listeners is even better, reaching nearly 97% of women 35-44 weekly. In an era where all consumers are presented with many media choices, time spent listening to radio among Hispanic persons is holding steady (and in some cases, increasing) in key demographics. This year’s Hispanic Radio Today has detailed analyses for the 12 most popular formats according to Average Quarter-Hour share, plus abbreviated analysis for five additional Spanish-language formats that achieve an AQH share of up to 2.0. For the first time, the study also shows the AQH proportion of language preference (English-dominant vs. Spanish-dominant) for each format. Some highlights of the formats in this year’s study (listed in order of Average Quarter-Hour audience share and appearance in the study): Mexican Regional remains far and away the most popular choice of Hispanic listeners by nearly twice the share of the second-largest format. The format draws young listeners (mostly men) of Mexican descent and is a popular out-of-home listening choice. Spanish Contemporary + Spanish Hot Adult Contemporary is another strong out-of-home performer and is slightly more popular among women than men. A growing number of listeners to these formats comes from higher income households. Pop Contemporary Hit Radio (CHR), the No. 3 format among all audiences based on AQH, is similarly ranked among Hispanic listeners. Just like with the general market, Pop CHR is popular among Hispanic women, especially those who primarily speak English. Rhythmic Contemporary Hit Radio (CHR) remains the most ethnically-diverse format among all listeners and remains very popular among young Hispanic listeners. Listeners to this format are among the most tech-savvy in this study. Adult Contemporary + Soft Adult Contemporary’s share of audience tapered slightly this year, matching the format’s trend in the general market. It remains a strong midday performer and its listeners are well educated and live in high income households. Spanish Adult Hits, which tends to be most popular in Western markets, has nearly half of its audience between 35–54 years old. Country + New Country, America’s No. 1 format, continues to be a popular choice among English-dominant Hispanic listeners, especially women. Classic Hits remains most popular with men, particularly Spanish-dominant Hispanic men. News/Talk/Information + Talk/Personality feature the highest proportion of English-dominant Hispanic listeners. These listeners are also the best educated and live in the highest-income households of all formats in the study. Spanish Tropical, a popular choice of Hispanic listeners of Caribbean descent, saw a significant rebound in this year’s study. (Hot Adult Contemporary (Hot AC) and Classic Rock make their debuts in this year’s Hispanic Radio Today.) 3 HISPANIC RADIO TODAY • 2013 EXECUTIVE SUMMARY © 2013 Arbitron Inc. All Rights Reserved. About Hispanic Radio Today 2013 Data Sources for Hispanic Radio Today 2013 Hispanic Radio Today 2013 contains radio listening and consumer behavior statistics for listeners to radio stations in the United States. Data for the charts and graphs in this edition come from these sources: • Station format classifications are from the Arbitron Radio Station Information Database as reported to Arbitron. The information in this database is supplied by U.S. government-licensed radio stations, regardless of their status as an Arbitron client, on a quarterly or semi-annual basis. • Arbitron data come from TAPSCAN™ National Regional Database, Spring 2012, Hispanic DST (Differential Survey Treatment) markets. These 108 markets have a significant Hispanic population. See page 6 for a market listing. • National Cume and time spent listening data come from RADAR 117, June 2013. • Qualitative data come from Scarborough Hispanic DST Multi-Market, Release 2, 2012. Hispanic Radio Today 2013 Is Published by Arbitron Inc. Ron Rodrigues, Arbitron Marketing/Radio Today Editor Jeff Green and Lauren Virshup, Data Research Jenny Tsao, Scarborough Research and Analysis Randy Brooks and Amy Law, Art Direction Christine Powers, Copy Editor Special thanks to industry authority David Gleason for his expertise with format definitions and classifications. Please direct inquiries to Ron Rodrigues ([email protected]). Inquires from journalists should go to Kim Myers ([email protected]). 4 HISPANIC RADIO TODAY • 2013 EXECUTIVE SUMMARY © 2013 Arbitron Inc. All Rights Reserved. Hispanic Differential Survey Treatment (DST) Markets* PPM Metros Diary Metros Atlanta Nashville Abilene, TX Merced, CA Austin Nassau-Suffolk (Long Island) Albuquerque Modesto Baltimore New York Allentown-Bethlehelm Monterey-Salinas-Santa Cruz Boston Orlando Amarillo, TX New Haven Charlotte-Gastonia-Rock Hill Philadelphia Atlantic City-Cape May New Orleans Chicago Phoenix Bakersfield Odessa-Midland, TX Dallas-Ft. Worth Portland, OR Beaumont-Port Arthur, TX Oklahoma City Denver-Boulder Providence-Warwick-Pawtucket Boise Oxnard-Ventura Greensboro-Winston-Salem-High Point Raleigh-Durham Bridgeport Palm Springs Hartford-New Britain-Middletown Riverside-San Bernardino Bryan-College Station, TX Poughkeepsie, NY Houston-Galveston Sacramento Cheyenne, WY Pueblo Indianapolis Salt Lake City-Ogden-Provo Chico, CA Reading, PA Jacksonville San Antonio Colorado Springs Reno Kansas City San Diego Corpus Christi Rockford Las Vegas San Francisco Danbury, CT San Angelo, TX Los Angeles San Jose Daytona Beach San Luis Obispo, CA Miami-Ft. Lauderdale-Hollywood Seattle-Tacoma El Paso Santa Barbara, CA Middlesex-Somerset-Union Tampa-St. Petersburg-Clearwater Fayetteville (North West Arkansas) Santa Maria-Lompoc, CA Milwaukee-Racine Washington, DC Flagstaff-Prescott, AZ Sarasota-Bradenton Minneapolis-St. Paul West Palm Beach-Boca Raton Fresno Sioux City, IA Ft. Collins-Greeley, CO Springfield, MA Ft. Myers-Naples-Marco Island Stockton Ft. Pierce-Stuart-Vero Beach Trenton Grand Island-Kearney, NE Tri-Cities, WA (Richland-Kennewick-Pasco) Grand Junction, CO Tucson Killeen-Temple, TX Twin Falls (Sun Valley), ID Lakeland-Winter Haven Tyler-Longview Laredo, TX Victor Valley Las Cruces, NM Visalia-Tulare-Hanford Lawton, OK Waco, TX Lubbock Wenatchee, WA Lufkin-Nacogdoches, TX Wichita McAllen-Brownsville-Harlingen Wichita Falls, TX Medford-Ashland, OR Yakima, WA *As of Spring 2012 5 HISPANIC RADIO TODAY • 2013 EXECUTIVE SUMMARY © 2013 Arbitron Inc. All Rights Reserved. Radio Formats Ranked by Hispanic Audience Share Radio Formats Ranked by Hispanic Audience Share Mon-Sun, 6AM-Mid, AQH Hispanic Persons 12+, Spring 2012 Format Share Mexican Regional* 19.2% Spanish Contemporary + Spanish Hot Adult 10.7% Contemporary* Pop CHR 9.8% Rhythmic CHR 7.7% Adult Contemporary + Soft Adult Contemporary 6.1% Spanish