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ONLINE RADIO LISTENING COMPLEMENTS OVER-THE-AIR RADIO
Source: Scarborough, R1 2019 (January 2018 - 2019), San Diego Metro, Hispanic online radio listeners.
% of monthly Hispanic Online Radio listeners who listened to over-the-air AM/FM RadioMonday-Sunday, 6a-mid
92.9% 94.3% 92.6% 91.5% 87.9%
Hispanic P18+ Hispanic P18-34 Hispanic P18-49 Hispanic P25-54 Hispanic Women 25-54
Online Radio = Listening to AM/FM radio stations online and/or listening to audio content available only on the Internet.
91.3% 94.6% 92.0%90.5% 90.5% 87.2%
30.7% 34.9% 36.2% 35.9% 32.4% 35.9%
0%
20%
40%
60%
80%
100%
Hispanic P18+ Hispanic P18-34 Hispanic P18-49 Hispanic P25-54 Hispanic P35-64 Hispanic W25-54
Listened to Radio Past Week (M-Su, 6a-mid) Visited Pandora Past Month
Source: Scarborough, R1 2019 (January 2018 - 2019), San Diego Metro.
SAN DIEGO HISPANICS LISTEN TO RADIO MORE THAN PANDORA
MORE HISPANIC ADULTS 18+ LISTEN TO RADIO IN A WEEK THAN VISIT THESE SOCIAL NETWORKING SITES IN A MONTH
91.3%
64.1% 61.1%
44.0%
27.2% 24.9% 24.4% 20.7% 18.9%
Source: Scarborough, R1 2019 (January 2018 - 2019), San Diego Metro, Hispanic Adults 18+.
Reach %
DESPITE FRAGMENTATION, SAN DIEGO HISPANICRADIO AUDIENCE IS GROWING
Source: Nielsen Audio, Spring 2013 - 2018, San Diego Metro, Hispanic Persons 12+, Monday – Sunday, 6am-mid.
795,300 810,000 806,300839,300 837,300 831,300
Spring 2013 Spring 2014 Spring 2015 Spring 2016 Spring 2017 Spring 2018
RADIO REACHES 92.3%OF SAN DIEGO METRO
HISPANICS EVERY WEEK
8.5 HOURSSPENT WITH RADIO
EACH WEEK
Source: Nielsen Audio, Spring 2018, San Diego Metro, Hispanic Persons 12+, Monday – Sunday, 6am-mid.
REACH AND TIME
OVER 800 THOUSAND SAN DIEGO
HISPANICS USE RADIO EVERY WEEK
THAT’S 92.3% OF EVERYONE
REACHED BY RADIO
SPENDING 8.5 HRSLISTENING EVERY WEEK
Source: Nielsen Audio, Spring 2018, San Diego Metro, Hispanic Persons 12+, Monday – Sunday, 6am-mid.
8
678,100SAN DIEGO HISPANICSUSE RADIO AWAY FROM HOME DURING COMMUTING HOURS
•Source: Nielsen Audio, Spring 2018, San Diego Metro, Monday – Friday, 6a-10a + 3p-7p, Hispanic Persons 12+.
Radio reaches 91.3% of San Diego’s Hispanic Adults 18+
91.3%77.6%
67.9%
38.9%
82.9%
Listen to Radio PastWeek
Watched AnyBroadcast TV Past
Week
Watched Any Non-Premium Cable Past
Week
Watched Any SpanishTV Past Week
Spent Any Time onInternet Past Week
Source: Scarborough, R1 2019 (January 2018 - 2019), San Diego Metro, Hispanic Adults 18+.
Note: Any Spanish broadcast stations include: Azteca America, MundoFox, Telemundo, UniMas, or Univision.
RADIO REACHES MORE HISPANIC ADULTS 18+IN A WEEK THAN ANY OTHER MEDIUM
10Source: Nielsen Audio, Spring 2019, San Diego Metro, Monday – Sunday, 6a-Mid, Hispanic Persons 18-64.
78% OF SAN DIEGO HISPANIC RADIO
LISTENERS ARE IN THE WORK-FORCE
THAT’S OVER 469 THOUSAND QUALIFIED CONSUMERS LISTENING EVERY WEEK