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Although corporate spending on Hispanic advertising has nearly doubled between 1998 and 2003, Hispanics still represent untapped potential for the radio advertising market. According to Power of Hispanic Consumers, a new study by Arbitron, Hispanics are heavier users of radio than newspapers or TV, spending half their radio time listening to Spanish-language formats. They also listen longer to radio than their non-Hispanic counterparts, averaging 22 hours and 30 minutes per week, versus 19 hours per week for Anglos.
Advertisers and agencies should strongly consider radio advertising based on the predilection U.S. Hispanic consumers have towards this medium,” said Stacie de Armas, director of Hispanic services for Arbitron.
Younger than the general population, Hispanics represent $868 Billion in spending power. They are 19 percent more likely to spend $500 or more on children’s clothing per year and see more movies than the average American with 81 percent more likely to see a movie in its opening week.
The full study is available at www.arbitron.com.
Feb. 17, 2005
By Katy Bachman, Mediaweek
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