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Hispanic Radio Today 2013How Hispanic America Listens to Radio

© 2013 Arbitron Inc. All Rights Reserved.

E X E C U T I V E S U M M A RY

© 2013 Arbitron Inc. All Rights Reserved. HISPANIC RADIO TODAY • 2013 EXECUTIVE SUMMARY

Terms of Use Arbitron Radio Today and all ratings, data, and other content contained in this report are protected under United States copyright and trademark laws, international conventions, and other applicable laws. You may not quote, reference, link to, frame, copy, modify, distribute, publicly display, broadcast, transmit, or make any commercial use of any portion of this report, including any ratings, data, or other content.

About 95% of Hispanic consumers in the U.S. tune to the radio in an average week, underscoring a strong relationship between radio and an important and growing listener segment.

Radio’s Vibrant Relationship With Hispanic Listeners

About 95% of Hispanic consumers in the U.S. tune to the radio in an average week, underscoring a strong relationship with an important and growing listener segment. Hispanic Radio Today 2013 offers a detailed look at the radio listening habits and consumer insight among Hispanic listeners in the U.S.

This edition reviews, in detail, four Spanish-language formats: Mexican Regional, Spanish Contemporary + Spanish Hot AC, Spanish Adult Hits, and Spanish Tropical; eight English-language formats with a significant Hispanic listenership: Pop Contemporary Hit Radio (Pop CHR), Rhythmic CHR, Adult Contemporary + Soft AC, Hot AC, Country + New Country, Classic Hits, News/Talk/Information + Talk/Personality, and Classic Rock.

Five additional Spanish-language formats received honorable mentions: Spanish News/Talk, Spanish Variety, Spanish Religious, Tejano, and Spanish Sports.

In addition to Arbitron audience data for each format, Hispanic Radio Today 2013 also features Scarborough consumer profiles to develop a comprehensive profile of Hispanic radio listening across America.

Arbitron Hispanic Radio Today 2013 provides the details and analyses that reinforce the relevance and vital role radio plays in the lives of Hispanic Americans.

PPM ratings are based on audience estimates and are the opinion of Arbitron and should not be relied on for precise accuracy or precise representativeness of a demographic or radio market.

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© 2013 Arbitron Inc. All Rights Reserved. HISPANIC RADIO TODAY • 2013 EXECUTIVE SUMMARY 3

About 95% of Hispanic consumers tune to the radio in an average week, underscoring a strong relationship with an important and growing listener segment. Radio listenership among Hispanic consumers is bigger than other ethnic groups measured by Arbitron. Radio remains a reliable entertainment and information source for Hispanic listeners, regardless of their language preference, country of origin, age, gender, income, or listening location.

Radio’s reach among 25-54 Hispanic listeners is even better, reaching nearly 97% of women 35-44 weekly. In an era where all consumers are presented with many media choices, time spent listening to radio among Hispanic persons is holding steady (and in some cases, increasing) in key demographics.

This year’s Hispanic Radio Today has detailed analyses for the 12 most popular formats according to Average Quarter-Hour share, plus abbreviated analysis for five additional Spanish-language formats that achieve an AQH share of up to 2.0. For the first time, the study also shows the AQH proportion of language preference (English-dominant vs. Spanish-dominant) for each format.

Some highlights of the formats in this year’s study (listed in order of Average Quarter-Hour audience share and appearance in the study):

Mexican Regional remains far and away the most popular choice of Hispanic listeners by nearly twice the share of the second-largest format. The format draws young listeners (mostly men) of Mexican descent and is a popular out-of-home listening choice.

Spanish Contemporary + Spanish Hot Adult Contemporary is another strong out-of-home performer and is slightly more popular among women than men. A growing number of listeners to these formats comes from higher income households.

Pop Contemporary Hit Radio (CHR), the No. 3 format among all audiences based on AQH, is similarly ranked among Hispanic listeners. Just like with the general market, Pop CHR is popular among Hispanic women, especially those who primarily speak English.

Rhythmic Contemporary Hit Radio (CHR) remains the most ethnically-diverse format among all listeners and remains very popular among young Hispanic listeners. Listeners to this format are among the most tech-savvy in this study.

Adult Contemporary + Soft Adult Contemporary’s share of audience tapered slightly this year, matching the format’s trend in the general market. It remains a strong midday performer and its listeners are well educated and live in high income households.

Spanish Adult Hits, which tends to be most popular in Western markets, has nearly half of its audience between 35–54 years old.

Country + New Country, America’s No. 1 format, continues to be a popular choice among English-dominant Hispanic listeners, especially women.

Classic Hits remains most popular with men, particularly Spanish-dominant Hispanic men.

News/Talk/Information + Talk/Personality feature the highest proportion of English-dominant Hispanic listeners. These listeners are also the best educated and live in the highest-income households of all formats in the study.

Spanish Tropical, a popular choice of Hispanic listeners of Caribbean descent, saw a significant rebound in this year’s study.

(Hot Adult Contemporary (Hot AC) and Classic Rock make their debuts in this year’s Hispanic Radio Today.)

The Executive Summary


Data Sources for Hispanic Radio Today 2013

Hispanic Radio Today 2013 contains radio listening and consumer behavior statistics for listeners to radio stations in the United States.

Data for the charts and graphs in this edition come from these sources:

•  Station format classifications are from the Arbitron Radio Station Information Database as reported to Arbitron. The information in this database is supplied by U.S. government-licensed radio stations, regardless of their status as an Arbitron client, on a quarterly or semi-annual basis.

•  Arbitron data come from TAPSCAN™ National Regional Database, Spring 2012, Hispanic DST (Differential Survey Treatment) markets. These 108 markets have a significant Hispanic population. See page 6 for a market listing.

•  National Cume and time spent listening data come from RADAR 117, June 2013.

•  Qualitative data come from Scarborough Hispanic DST Multi-Market, Release 2, 2012.

Hispanic Radio Today 2013 Is Published by Arbitron Inc.

Ron Rodrigues, Arbitron Marketing/Radio Today Editor

Jeff Green and Lauren Virshup, Data Research

Jenny Tsao, Scarborough Research and Analysis

Randy Brooks and Amy Law, Art Direction

Christine Powers, Copy Editor

Special thanks to industry authority David Gleason for his expertise with format definitions and classifications.

Please direct inquiries to Ron Rodrigues ([email protected]).

Inquires from journalists should go to Kim Myers ([email protected]).

About Hispanic Radio Today 2013


Hispanic Differential Survey Treatment (DST) Markets*

PPM Metros

Atlanta Austin Baltimore Boston Charlotte-Gastonia-Rock Hill Chicago Dallas-Ft. Worth Denver-Boulder Greensboro-Winston-Salem-High Point Hartford-New Britain-Middletown Houston-Galveston Indianapolis Jacksonville Kansas City Las Vegas Los Angeles Miami-Ft. Lauderdale-Hollywood Middlesex-Somerset-Union Milwaukee-Racine Minneapolis-St. Paul

Diary Metros

Abilene, TX Albuquerque Allentown-Bethlehelm Amarillo, TX Atlantic City-Cape May Bakersfield Beaumont-Port Arthur, TX Boise Bridgeport Bryan-College Station, TX Cheyenne, WY Chico, CA Colorado Springs Corpus Christi Danbury, CT Daytona Beach El Paso Fayetteville (North West Arkansas) Flagstaff-Prescott, AZ Fresno Ft. Collins-Greeley, CO Ft. Myers-Naples-Marco Island Ft. Pierce-Stuart-Vero Beach Grand Island-Kearney, NE Grand Junction, CO Killeen-Temple, TX Lakeland-Winter Haven Laredo, TX Las Cruces, NM Lawton, OK Lubbock Lufkin-Nacogdoches, TX McAllen-Brownsville-Harlingen Medford-Ashland, OR

Merced, CA Modesto Monterey-Salinas-Santa Cruz New Haven New Orleans Odessa-Midland, TX Oklahoma City Oxnard-Ventura Palm Springs Poughkeepsie, NY Pueblo Reading, PA Reno Rockford San Angelo, TX San Luis Obispo, CA Santa Barbara, CA Santa Maria-Lompoc, CA Sarasota-Bradenton Sioux City, IA Springfield, MA Stockton Trenton Tri-Cities, WA (Richland-Kennewick-Pasco) Tucson Twin Falls (Sun Valley), ID Tyler-Longview Victor Valley Visalia-Tulare-Hanford Waco, TX Wenatchee, WA Wichita Wichita Falls, TX Yakima, WA

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*As of Spring 2012

Nashville Nassau-Suffolk (Long Island) New York Orlando Philadelphia Phoenix Portland, OR Providence-Warwick-Pawtucket Raleigh-Durham Riverside-San Bernardino Sacramento Salt Lake City-Ogden-Provo San Antonio San Diego San Francisco San Jose Seattle-Tacoma Tampa-St. Petersburg-Clearwater Washington, DC West Palm Beach-Boca Raton


Radio Formats Ranked by Hispanic Audience Share

Format Share

Mexican Regional* 19.2%

Spanish Contemporary + Spanish Hot Adult Contemporary* 10.7%

Pop CHR 9.8%

Rhythmic CHR 7.7%

Adult Contemporary + Soft Adult Contemporary 6.1%

Spanish Adult Hits* 5.9%

Hot Adult Contemporary 4.0%

Country + New Country 3.5%

Classic Hits 3.5%

News/Talk/Information + Talk/Personality 3.3%

Spanish Tropical* 3.1%

Classic Rock 2.2%

Spanish News/Talk* 1.9%

Spanish Variety* 1.0%

Spanish Religious* 0.9%

Tejano* 0.9%

Spanish Sports* 0.3%

*Spanish-language format

Radio Formats Ranked by Hispanic Audience Share Mon-Sun, 6AM-Mid, AQH Hispanic Persons 12+, Spring 2012

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Due to rounding, totals may not add to exactly 100. Source: TAPSCAN™ National Regional Database, Spring 2012


•  Although the study is dated 2013, it uses data gathered from the Spring 2012 survey period.

•  PPM data were included for the first time in Radio Today 2009, and the number of PPM measured markets was expanded in the 2010 and 2011 reports.

•  As a result of Hurricane Ike in 2008, data from Houston were not represented in the 2009 report.

•  Due to the aftereffects of Hurricane Irene in 2011, data from Hartford-New Britain-Middletown were not represented in the 2012 report.

•  The station counts noted in the format sections refer to “rated” stations (those that met the Arbitron minimum reporting standard) in the Hispanic DST markets.

•  Unless otherwise noted, all data represents 12+ persons. In particular, most Scarborough data and the “Education” and “Household Income” charts represent listeners aged 18+.

•  The “Audience Composition” information shows a format’s audience contribution by each age group (the percentages will add to 100).

•  The “Audience Share by State” is color-coded to represent whether a state is above, below, or within 10% of its national format share. The maps reflect listening to radio stations licensed to that state and may include listening from outside the state.

•  Listening data include both commercial and noncommercial stations.

•  Data may include a broadcaster’s HD Radio® and online streamed signals.

•  The term “non-Metro” refers to counties that are not part of an Arbitron Metro area.

For additional terms and definitions, please see the Glossary on page 7.

Hispanic Radio Today 2013 Notes


About Arbitron & Scarborough

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Arbitron Inc. (NYSE: ARB) is an international media and marketing research firm serving the media—radio, television, cable and out-of-home; the mobile industry; as well as advertising agencies and advertisers around the world. Arbitron's businesses include: measuring network and local market radio audiences across the United States; surveying the retail, media and product patterns of U.S. consumers; providing mobile audience measurement and analytics in the United States, Europe, Asia and Australia; and developing application software used for analyzing media audience and marketing information data. The Company has developed the Portable People Meter™ (PPM™) and the PPM 360™, new technologies for media and marketing research. Arbitron’s headquarters and its world-renowned research and engineering organizations are located in Columbia, Maryland.

Scarborough (www.scarborough.com, [email protected]) measures American life. Its consumer insights reflect shopping patterns, media usage across platforms, and lifestyle trends for adults. Media professionals and marketers use Scarborough insights to make smarter marketing/business decisions on things like ad placement, multicultural targeting, and sponsorship opportunities. The company’s core syndicated consumer insight studies in 77 Top‐Tier Markets, its Multi‐Market Study, and its national USA+ Study are Media Rating Council (MRC) accredited. Other products and services include Scarborough Mid‐Tier Local Market Studies, Hispanic Studies, and Custom Research Solutions. Scarborough measures 2,000 consumer categories and serves a broad client base that includes marketers, advertising agencies, print and electronic media (broadcast and cable television, radio stations), sports teams and leagues, and out‐of‐home media companies. Surveying more than 210,000 adults annually, Scarborough is a joint venture between Arbitron Inc. and The Nielsen Company.


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RSS-13-09104 Printed in the USA. Portable People MeterTM, PPMTM, and RADAR® are marks of Arbitron Inc. HD Radio® is a registered trademark of iBiquity Digital Corp. TAPSCANTM is a registered mark of TAPSCAN Inc., used under license. Facebook® is a registered trademark of Facebook Inc. Twitter® is a registered trademark of Twitter Inc. Any brand names, product names, titles used in this presentation are trademarks, trade names and/or copyrights of their respective holders. All images are used for purposes of demonstration only, and the entities associated with the products shown in those images are not affiliated with Arbitron in any way, nor have they provided endorsements of any kind. No permission is given to make use of any of the above, and such use may constitute an infringement of the holder’s rights.

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