February 27, 2005

Hispanic Radio

The rapidly growing U.S. Hispanic American population represents untapped potential for the radio advertiser market, according to a new study by Arbitron Inc.

Arbitron’s Power of Hispanic Consumers Study 2004-2005 shows that Hispanic consumers are heavier users of radio than newspapers or television. They spend significantly more time with radio than Non-Hispanics, averaging 22 hours and 30 minutes per week. Hispanic Americans spend half their radio time listening to Spanish-language formats, a group of formats consisting of diverse musical and programming tastes, from Tropical to Talk.

“According to the U.S. Census Bureau, there are approximately 40 million Hispanics-Americans living in the U.S with $686 billion in spending power, a number that is growing at twice the annual rate of non-Hispanics,” said Stacie de Armas, Arbitron’s Director, Hispanic Services. “Advertisers are taking note of the desirability of Hispanic-American consumer. From 1998 to 2003, corporate spending on Hispanic advertising has nearly doubled to $2.7 Billion. Advertisers and agencies should strongly consider radio advertising based on the predilection U.S. Hispanic consumers have towards this medium.”

Hispanic Americans are younger than general population. More than half (52 percent) are married and more than half (55 percent) of Hispanic households have four or more members. More than one-third has at least some college education or more. Hispanics are more likely to be employed than the average American, with 14 million Hispanics adults employed full time in the United States.

The study also found that Hispanic Americans are:

· Nineteen percent more likely to spend $500 or more on children’s clothing per year;
· Twice as likely to spend $500 or more on athletic shoes per year;
· Spending more on cell phones, with nine percent spending over $100 per month on cell phone bills;
· Seeing more movies than the average American and 81 percent more likely to see a movie in its opening week;
· More likely to take several trips outside the continental United States per year. In fact, they are 31 percent more likely to have taken five or more trips outside the U.S. within the last three years

To view study CLICK below (Adobe Acrobat Reader required):


Latinos at 09:27 AM

February 16, 2005

Latino Radio Listeners

Urban Radio Listeners - Scarborough Research released an analysis which finds that Urban Radio Listeners* are big spenders in many significant retail categories, including automotive, sports apparel, wine, and wireless.

When it comes to automotive, one of the top advertising categories for radio, Urban Radio Listeners are 52 percent more likely than all U.S. adults to plan to purchase a luxury vehicle during the next year. This accounts for more than one-quarter (27 percent) of intended luxury vehicle purchases nationally during the next 12 months.

Urban Radio Listeners also demonstrate purchasing power when it comes to sports apparel. They account for more than one-third (35 percent) of consumers who spend $500 or more on athletic clothing yearly. In the sports league and team apparel category, Urban Radio Listeners are more than twice as likely as all consumers to have purchased NBA apparel and 37 percent more likely to have purchased NFL apparel in the past year. Additionally, Urban Radio Listeners who purchased athletic shoes during the past year spent an average of $142 on these shoes, versus the national average of $123.

Urban Radio Listeners tend to be high-end spenders for wine and wireless services. They are 43 percent more likely than the national average to “usually” spend $20 or more on a bottle of wine. It would also appear that they like to talk on the phone. Urban Radio Listeners’ monthly wireless phone bill is 10 percent greater than the national average ($64 monthly for Urban RadioListeners vs. the national average of $58.).

“Urban radio delivers an audience eager to make high-end purchases in all types of categories,” said Mario Christino, Corporate Director of Sales & Marketing, Radio One Inc. “Local and national advertisers alike can tap into this lucrative consumer group by appealing to their interest in luxury goods. Feelings of self-worth and personal success are strong motivators in the purchases of high-end luxury items.”

Even more spending distinctions can be found when comparing the different formats that make up Urban Radio. For example, 10 percent of Rhythmic Contemporary Hit Radio Listeners say they usually spend $15 or more on a bottle of wine, versus just four percent of Contemporary Inspirational Listeners. While 15 percent of Gospel Listeners spent more than $100 on athletic shoes during the past year, this increases to 22 percent for Urban Oldies listeners. On the other hand, Gospel Listeners tend to be the biggest spenders among Urban Radio Listeners when it comes to men’s business clothing, with those making a purchase in the past year spending an average of $270. Contemporary Inspirational Listeners, in contrast, had an average expenditure in this category of just $237.

“The nuances among listeners of various urban formats provide advertisers with an opportunity for very precise targeting,” said Howard Goldberg, Senior Vice President, Radio Services, Scarborough Research. “It is crucial that marketers analyze format distinctions across retail categories. Examining luxury vs. value, name brand vs. generic, older vs. younger, and Los Angeles vs. Atlanta, for the various urban formats can demonstrate important differences.”

Demographically, Urban Radio Listeners tend to be young (more than twice as likely as all consumers to be ages 18-24), single (twice the national rate), and African American (almost four times as likely). Forty-two percent of Urban Radio Listeners have an annual household income of $50K+, making them 10 percent less likely than all consumers to be in this income bracket.

“Advertisers seeking to target the urban consumer must understand that this community has operated from the mindset of disproportionate spending and destination shopping for centuries. Urban buyers are also motivated to spend by factors other than just price, including but not limited to personal satisfaction, instant gratification for early adopters, reliability and quality," said Julian Davis, Director of Urban Media Services, Arbitron Inc. “Marketers who not only genuinely become involved with the community, but who also consider population density and other factors beyond income levels, will be successful in increasing brand loyalty and product sales among urban consumers.”

* Urban Radio Listeners are consumers 18+ who listen to Contemporary Inspirational, Gospel, Rhythmic Contemporary Hit
Radio, Urban AC, Urban Contemporary, or Urban Oldies.

The markets where the most Urban Radio Listeners can be found closely mirror those markets with the most Black/African-American radio listeners. New York tops the list, with nearly 4.3 million Urban Radio listeners. Rounding out the top 5 markets are Los Angeles, with 2.7 million Urban Radio listeners; Chicago (1.7 million), Atlanta (1.2 million), and Philadelphia (1.1 million). Nationally, 18 percent of consumers tune in to Urban Radio.

For more information at >http://www.www.scarborough.com

Latinos at 11:28 AM