Page 31 - Hispanic Market Guide 2022

In the Top 10 DMAs Hispanic-Owned Radio Listeners. Are 2x more likely to be Hispanic 44% fall inside the two heaviest radio-listening quintiles 15% are planning to change jobs in the next 12 months 42% have some college education or more 26% say that radio advertising provides them with useful information on new products and services Nielsen Scarborough USA+ 2020 and 2021, custom combined stations in qualifying markets Podcasts More likely to have shopped for the following categories in the past three months (ranked by index) 211 Music and Video 191 Toys/Games 178 Shoes 124 Clothing Read as: The Hispanic-owned radio listener is more than 2x as likely to have shopped for music and video and 91% more likely for toys/games than the general population. As content demands are changing, so are access points. Podcasts are a go-to platform for Latinos to find the diverse content that reflect their experiences and podcasters that engage them. Hispanic Podcast Listening Growth. Podcast listening among Hispanics 25–39 has doubled in the past 3 years. 64% of Hispanic men listen 1–5 times a month. Afro-Latino Comedy 45% Society & Culture 33% Music 28% Religion & Spirituality 28% TV & Film 25% 70% of Afro-Latinos and 70% of Hispanic women listen to podcasts between 1 and 5 times a month. Source: Nielsen Scarborough Podcast Buying Power, May 2021 (Listeners Only), Adults 18+ Top Podcast Genres for Hispanics and Afro-Latinos The number of Hispanic podcast listeners has grown 6x between 2010–2019 vs. 4X rate of growth among whites. Hispanic 1 Comedy 3 Education 5 Society & Culture 7 Arts 9 Health & Fitness 46% 1 31% 3 28% 5 25% 7 25% 9 2 News 34% 2 News 35% 4 Music 31% 4 Arts 30% 6 True Crime 28% 6 Kids & Family 28% 8 TV & Film 25% 8 Education 26% 10 Health & Fitness 25% 10 Business 24% Copyright © The Nielsen Company “Inclusion, Information, and Intersection: The Truth about Connecting with U.S. Latinos” 2022 HMC 2022 HISPANIC MARKETING COUNCIL 31