Harker Bos Group has released its “Audio Edition” of its State of Spanish-Language Media 2024 report, and when it comes to radio consumption, Hispanics stand out for their high engagement, desire to listen to music, and enjoy Radio while driving and in the mornings.
What other nuggets did Harker Bos Group uncover about the power of the U.S. Hispanic consumer and their love of AM/FM radio?
The Hispanic Radio Conference recently attracted some of Spanish-language radio brightest stars — and FCC Commissioner Anna Gómez. Visit https://hispanicradioconference.com/ today to learn about our annual conference. Details regarding the 2025 event are forthcoming.
There’s an advertising impact, and for those contemplating an audio approach that focuses on the U.S. Hispanic consumer, this finding could prove the difference between switching formats or staying the course: 42% have purchased a product or service that they heard advertised on Spanish-language radio.
Here’s another positive that speaks highly of the content one can find on traditional AM/FM should they seek out música or spoken-word programming en español: 86% listen via traditional AM/FM bands, and 40% use digital apps. That said, podcasts are increasingly seen as part of radio consumption, with many U.S. Spanish-language broadcasting companies investing in the on-demand digitally delivered audio platform.
A community connection is also a key link between U.S. Hispanics and radio consumption, as some 91% of respondents value local event coverage; some 86% find it important for radio to foster a sense of identity and heritage.
Harker Bos interviewed more than 500 Spanish-language media consumers in the U.S., with gender and age demographics matching the 2020 Census figures.
While radio consumption is high, that’s not to say U.S. Hispanics aren’t streamers.
- 71% of respondents use music streaming services, with platforms like Spotify and YouTube leading in popularity.
The key here, Harker Bos points out, is that these are similar numbers to Radio usage.
Meanwhile, Harker Bos found that 72% of respondents listen to the radio regularly, with 70% tuning in for at least one hour daily.
Music is the primary draw (94%), followed by news and talk programs (53%), and sports (26%). And, when it comes to listening habits, most listeners prefer listening in the morning (53%), with significant activity while driving (75%) and working (30%).
To download the entire report in PDF format, please click here:
State of Spanish-Language Media 2024 – Audio Edition
