View
217
Download
1
Category
Tags:
Preview:
Citation preview
Hispanic Market GrowthGrowing Faster Than the Total U.S. Population
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
120.0%
140.0%
160.0%
180.0%
Caucasian African Hispanic American
Source: U.S. Census Bureau
Estimated Population Growth Rates: 2010 - 2050
+32.1%
+57.2%
+174.0%
Source: Spring Arbitron National Format Trends Report - AQH Share/Adults 18-34 Total Week Spanish Radio Versus English Radio
Hispanic Radio Audience is GrowingTotal Radio Share – Mon-Sun 6a-12m –Adults 18-34
English-Language Radio Share
Spanish-Language Radio Share
83.0%
17.0%
Hispanic Radio Usage Levels
Source: Scarborough Release 2 2010 Top 10 Hispanic Markets, A18+ Radio Quintiles
Non-Hispanic Radio Usage Levels
Hispanics Are Best Reached with RadioNearly Half are Heavy or Very Heavy Radio Listeners
English Radio Format % Missed
Source: Scarborough Release 2 2010 FY, Hispanic A18+ Unduplicated Cume M-Su 6a-12mid, Top 10 Hispanic Markets plus SD and LV (Spanish Radio Formats incl. Sp. Adult Hits, Sp Rel, Sp N/T, Mex Regional, Sp. Tropical, Tejano, & Sp. Oldies)
66%
Spanish Radio Format Listeners - - -% NOT Reached by English RadioSpanish Radio Format Listeners - - -% NOT Reached by English Radio
66%
66%
66%
Rhythmic CHR
Adult Contemporary
Classic Hits
Urban Contemporary
Hot AC
English Radio Format % Missed
Classic Rock
News/Talk
Adult Hits
Country
Rhythmic Oldies
68%
67%
91%
66%88%
90%
66%66%
66%
66%
91%
94%
98%
66%92%
99%
Hispanic Radio Listeners Can’t be Reached on English Formats
Markets Heavy Radio Heavy TV Heavy Print Radio/TV Index
Radio/Print Index
Los Angeles 51% 36% 31% 141 167
New York 39% 38% 23% 101 163
Miami 49% 27% 31% 179 158
Chicago 47% 38% 28% 124 169
Houston 51% 39% 24% 132 218
San Francisco 52% 42% 19% 123 279
Dallas 55% 35% 28% 156 194
San Antonio 55% 33% 37% 166 149
Phoenix 48% 34% 32% 141 149
San Diego 47% 37% 30% 127 157
Heavy Media Usage – A18+
Source: 2010 Scarborough DMA/Release 2 (Rel. 1 for NY, HOU) / Media Quintiles-Heavy=Quintiles 1+2
Hispanics are Much Heavier Users of Radio Than Other Media
Latinos drive record surge in U.S. naturalizations
They made up almost half of the 1 million new Americans in 2008
40% of New Voters
Hispanics accounted for 40% of NEW voters in the 2008 presidential election!
5,219
Today 5,129 Latinos hold elective or appointive public office
Hispanics Continue to Grow in Influence
9.7 million Hispanic Americans were reported to have voted in the 2008 Presidential election
o An increase of 26% in the number of Hispanic Americans voting in 2008 as compared to the 2004 Presidential election
o That compares to a 4.3% increase among all registered voterso 49.9% of all registered Hispanic voters turned out to vote in 2008, up from 47.2% in
2004
According to the United States Hispanic Leadership Institute…o Hispanics are registering to vote at a rate six times greater than the general populationo Hispanics are turning out to vote at a rate five times greater than the general
population
The Hispanic Voter
Source: U.S. Census Bureau
Source: Scarborough USA+ 2009, Release 2
Among Hispanics, every week, radio reaches:• 88% of Adults who are registered to vote in their district of
residence• 85% of Adults who ALWAYS vote in local elections• 89% of Adults who SOMETIMES vote in local elections• 86% of Adults who ALWAYS vote in statewide elections• 89% of Adults who SOMETIMES vote in statewide elections
Radio is a Great Way to Reach Hispanic Voters!
Radio Reaches 75.1% of all registered voters each week
The Hispanic Voter A Vital Sector of the Voting Population in Key Markets
Source: ARBITRON, Fall 2010
Hispanic 18+ PopulationMarket (as % of Total 18+ Population)Los Angeles 42%New York 22%Miami 48%San Francisco 21%Chicago 19%Houston 32%San Antonio 51%McAllen 87%Dallas 26%San Diego 29%Phoenix 29%Las Vegas 81%El Paso 27%
Hispanic Voter Impact on the 2010 Election
The impact of the Hispanic vote in the 2010 midterm elections made a major difference in the outcome of several Gubernatorial and Senatorial races, according to Voto Latino, a 501(C) non-profit, non-partisan organization that does not support/endorse any political party or candidate…
California Governor: Hispanic vote for Jerry Brown: 86%Hispanic share of all voters: 18%Hispanic contribution to Brown: +13.1
California Senator: Hispanic vote for Barbara Boxer: 86%Hispanic share of all voters: 18%Hispanic contribution to Boxer: +10.1
Nevada: 25% of Nevadans are Hispanic12% of all registered voters in Nevada are Hispanic16% of all voters in 2010 were Hispanic
The Hispanic Voter An Important Voting Bloc in Crucial States
State # of Electoral VotesCalifornia 55Texas 38New York 29Florida 29
Illinois 20New Jersey 14Arizona 11Nevada 6
202 Electoral votes are clustered in key states with significant Hispanic populations
Your message is Relevant to the Hispanic voter when it is delivered via targeted Hispanic radio
This personalized invitation to participate with your candidate or issue will gain heightened Recognition within the community
Use of Hispanic radio as a vehicle to deliver your advertising message will gain Respect from this important constituency
Bottom Line? Results !
Marketing to Hispanic Voters
Recommended