Radio still rules for reaching Latinos

New research suggests avenues for public media and Latino listeners

We in public media have all heard the suggestion that radio is going away. 😭 Older listeners, audience declines, podcasts… the anecdotes portend a gloomy future. The many headlines about layoffs don’t help either. 🌧️

Amid the constant speculation over radio's future, a new study from Nielsen offers a glimmer of hope while also providing public media with valuable insights. 😍 The data confirms radio's unmatched reach among Latino audiences. Such massive scale presents public radio with a vital opportunity to fulfill its mission of serving diverse communities. But while terrestrial radio still rules, the report also points to key areas of growth in streaming that public media must capitalize on to engage the next generation of Latine listeners.

🗒️ Here are some key takeaways from the Nielsen report on Hispanic media consumption:

• Radio reaches 94 percent of Latine adults each month, more than any other media platform including TV, smartphones and computers. 📻 It leads other audio platforms by a wide margin.

  • Radio accounts for our largest share of listening time compared to other audio sources like podcasts. 🎧

• Radio's broad reach provides a major opportunity for underwriters to engage Latinx audiences, especially during drive times when most listening occurs. 💸

• Top radio formats among Latinos are music, hinting at an opening. 🥁 They include adult contemporary, Spanish contemporary, regional Mexican and hot adult contemporary.

• Add to this that podcast listening is growing rapidly among Hispanics, who are 13 percent more likely than average to be frequent podcast listeners. ⏯️

• Language is not the sole driver of content appeal. 🔈 Cultural relevance and shared experiences also matter greatly.

• Media platforms with big reach like radio remain vital to engage Hispanics as viewing fragments across streaming and social media. 💭

• Friend and family content recommendations are very influential among Hispanics.

Intrigued? Let’s discuss. 👇🏽

According to Nielsen's Audio Today 2023: A Focus on Hispanic Consumers report, radio reaches a staggering 94 percent of Latine adults every month across all demographics. 📊 This is more than any other media destination. Such reach is nearly double that of YouTube Music, the next closest audio platform at 44 percent.

✔️ Otras cosas:

Time spent listening. With the average Latino/a adult spending over eight hours daily with media, and fidelity to terrestrial media, the sheer scale of radio consumption makes it a vital opportunity for public media. 🔎 The research shows Latinos are listening most intently to radio during morning and midday. However, during drive times, when the study found most radio listening occurs, public radio stations have a critical opportunity to engage diverse audiences through news, information and cultural programming. In all, nearly 30 million Latinx adults aged 18-49 listen to FM and AM radio every month.

Streaming habits. While radio continues its dominance, the Nielsen research also highlights growth areas that public media must pay attention to as viewing and listening habits evolve. 🧐 Podcast usage has soared recently among Hispanics, who are more likely than average to be frequent podcast listeners. With media engagement fragmenting, accessible audio content that can engage Latinos beyond terrestrial radio is crucial for public media to reach this audience. Of special note, Nielsen found that Hispanics now rely heavily on connected TV services like YouTube, Netflix and Hulu for video content.

Spanish/music. Language is still a key component for serving Latine audiences. Nielsen found regional Mexican and Spanish adult contemporary radio are the top formats. 🎸 But producing content that authentically reflects Hispanic culture and experiences may matter even more. Public radio producers aiming to grow listenership should keep cultural relevance front of mind rather than simply translating English programming into Spanish. Nielsen's data shows that shared cultural experiences drive media preferences among Latinos.

Personal connection. Unlike the broader public, Hispanics still put limited stock in social media when selecting content. 👋 They rely far more heavily on personal recommendations from family and friends. This underscores the importance of on-air personalities and influencers in the Hispanic community to drive sampling.

Another Nielsen report, issued in September, offered some factors that influence the content choices of Hispanic audiences. 🔄 They include:

1. Prioritizing credibility and relevance in media consumption.

2. Considering recommendations from the streaming platforms used, including personalized recommendations based on listening and viewing history and preferences. 💻

That report provides several suggestions for effectively engaging with the Latinx community:

1. Actively participate in the community by supporting events, initiatives and drives that are important to the local audience. 👁️

2. Ensure messaging and values align with the cultural values and preferences of the community.

3. Showcase a commitment to social responsibility and community impact, which resonates with the audience. 💃

4. Strive to accurately represent the diversity and experiences of the Hispanic community in promotions and content. 🧑🏽

5. Make an effort to understand and incorporate cultural nuances and references that are relevant to the community.

While media habits are rapidly evolving, radio retains unparalleled reach. Public radio could harness this reach while also diving into streaming audio and reflecting Hispanic culture. 🎙️ As public media navigate a fractured media landscape, serving the full diversity of America remains central to our mission. Nielsen's study provides a possible roadmap. 🟢

Cafecito: stories to discuss ☕

• Beasley Media Group has announced the creation of a “salsa and more” music format, which will be tested on HD channels in several markets. 🎵

• For your underwriting/corporate support teams: AdExchanger offers a look at some of the issues with advertisers and Latinx viewers and listeners. 😦 Data looks to be one of the top concerns.

• There is a nice localization by New Hampshire Public Radio of the ongoing Spanish and young people conversation in the national headlines. 👍🏿

• With elections upcoming, this TVNewsCheck piece spotlights a story worth watching. Latine audiences are increasingly dissatisfied with news coverage of the community. 👿 Of note: “A deeper look into the data by language preference reveals that English-oriented Latinx give lower ratings to the news media on how the Hispanic/Latinx and all communities of color are portrayed compared to their bilingual/bicultural and Spanish-dominant counterparts.”

• Also of note for 2024, Axios covers what may be an important election subject: the Latinx wealth gap. 💰

El radar: try this 📡

• Examine impact of diverse outdoor programs. 🌳 KSUT with the Colorado Sun has an interesting piece on this. Efforts to expand access to the outdoors have been growing in Colorado, but outdoor equity groups remain concentrated on more urban areas, making it difficult for rural residents to participate.

• Check in about local population changes. 📈 WGBH hosted a panel of local leaders on Boston’s changing demographics. Everyone should steal this idea.

• Investigate the impact of flooding on Latinx communities. Boise State Public Radio through its Mountain West News Bureau collaboration covered a new look at how floods impact Hispanic homeowners. 😯 This is a national report, and one you could look into locally.

• Explore minority degrees and local colleges. Inside Charlotte took an interesting approach for highlighting the number of graduates of color were receiving honors, covering the types of degrees received. ✉️ Perhaps this may be worth peeking into for universities in your state?

• Host youth mental health dialogues. Arizona PBS hosted a lively discussion on the mental health and well-being needs of Latine youth, and ways the local community is stepping in. 🤍

(This GIF is my encouragement to take in a laugh with colleagues, family and friends today.)

Before I go, I want to send love to colleagues and friends Blanca Torres and Marisol Medina-Cadena (KQED) and Natalia Ramírez Jaramillo (Radio Ambulante Studios). ❤️ Marisol won the National Association of Hispanic Journalists Ñ Award in the Latino Issues - Radio/Online Audio Journalism category for From the Soil. Blanca is a finalist for the Ruben Salazar Award for her story on East Palo Alto families and mental health. Natalia has been announced as a Sulzberger Executive Leadership fellow, a program I graduated from as have many fabulous public media visionaries. Muchas felicidades a todos.

The next OIGO is here Dec. 1. The end of the year is almost here, and I’d love to highlight what you think have been interesting and impactful stories on Latino/a/e/x communities this year. Maybe it was you or your organization. Or maybe you just loved it and remembered. Hit Reply and let me know.

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