Hispanic Heritage Month is an annual celebration of Hispanic and Latin cultures, running from September 15th through October 15th. In recognition, Katz is kicking off the month with its own celebration and exploration of Hispanic and Latin radio listeners. Katz surveyed 500 Hispanic listeners from across the country to better understand the connection between radio fans and their favorite stations. What we found was a committed fanbase - Hispanic and Latin listeners invest a lot of time, energy, and passion into their favorite stations.
HISPANIC FANS ARE COMMITTED TO RADIO
Katz found that two-thirds of Hispanic listeners have a favorite radio station (67%). Music formatted stations account for 9 out of every 10 favorites, proving Hispanics are voracious music consumers. And not surprisingly, virtually all Hispanics have their favorite station programmed as a preset in their car, ensuring easy access to their preferred content.
Hispanic listeners have been tuning in to their favorite station for a lengthy average of 14 years. Considering the average age of Hispanics in this study is 40 years old, listeners have held onto their favorite station for over a third of their lives, from when they were in their 20s into their 40s! Favorite stations truly bridge the gap between life stages.
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RADIO STRIKES PERSONAL & COMMUNITY CHORDS WITH HISPANICS
What keeps Hispanic listeners coming back to their favorite station day after day, year after year? It comes down to the content and the emotional connection it brings - how the station makes them feel personally and as part of their community. 73% of listeners say that their favorite station improves their mood, and 59% feel that their favorite station cares about their local community. Consequently, 83% of Hispanics say they would truly miss their favorite station if it were gone.
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HISPANIC LISTENERS ARE ENGAGED ONLINE, OFFLINE, AND IN PERSON
Hispanic fans are not merely passive music listeners, 7 in 10 have interacted and participated with their favorite stations in some manner. From following them on social media, to going to station-sponsored events, such as concerts, charity events, or store remotes, Hispanic listeners are actively engaged.
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BRANDS BENEFIT FROM HISPANIC FANS
Brands looking to reach Hispanic audiences will find ideal consumers tuning in to radio. Hispanic listeners are invested in their favorite stations, and it pays off for advertisers. 47% of Hispanics are more likely to purchase brands they hear advertised on their favorite stations.
Beyond being receptive and responsive to the ads they hear, Hispanics embody opportunities for brands to engage in other ways. They are active fan bases on stations' social media platforms and at station-sponsored events. By tapping into Hispanic listeners' passion points, brands are setting up for long-term success.