Page 30 - Hispanic Market Guide 2022

Hispanic-Owned Radio Hispanic-Owned Radio Reach Hispanic persons ages 12+ Total U.S. Metros 1–25 (21 metros) Metros 26–50 (12 metros) Metros 51+ (47 metros) 8,370,800 7,121,400 1,105,300 384,800 287,400 220,000 57,200 20,500 35,500 24% 65,900 27% 8,800 21% 4,000 10% Weekly time spent (hh:mm) 4:15 3:45 6:30 6:45 Weekly time spent (hh:mm) 3:30 2:00 1:45 2:30 1:45 Weekly cume Average quarter-hour reach Weekly average station reach % total U.S. Hispanic population reached Read as: 25 metros within rank 101+ are home to Hispanic-owned radio stations. Source: Nielsen Audio National Regional Database, Total Weekly Reach, Time Spent Hispanic-owned radio stations, P12+ Mon-Sun 6a-12m, Spring 2021 Hispanic-Owned Radio Reach and Time Spend Listening (TSL) Weekly cume Average quarter-hour reach % total U.S. Hispanic population reached Hispanic persons ages 12+ Weekday prime (M-F 6a-7p) Morning drive (M-F 6a-10a) Afternoon drive (M-F 3p-7p) Weekday drive times (M-F 6a-10a, 3p-7p) Weekends (SA-SU 6a-7p) 6,707,200 3,200,700 4,375,600 5,543,800 4,356,000 360,000 21% 313,800 16% 366,000 17% 340,100 19% 295,200 18% Source: Nielsen National Regional Database, Spring 2021; Total Weekly Reach of Hispanic-owned radio stations, Various Dayparts Who is the Hispanic-owned radio listener?. 5% of all audiences are reached by Hispanic-owned radio Hispanic-owned radio reaches nearly 12 million people ages 12+ in the U.S. 27% of Hispanic radio listening goes to Hispanic-owned stations in the top 25 Hispanic radio metros Hispanics spend, on average, 30 more minutes listening to Hispanic-owned stations than all audiences All U.S. Markets Hispanic-owned Radio Stations 30 HMC 2022 HISPANIC MARKETING COUNCIL