Harker Bos Group and Crowd React Media have unveiled a new study that shows just how imperative radio is to the Spanish language media ecosystem.
According to the study, 69% of respondents said that radio plays at least a somewhat influential role in their media habits. News radio is even higher, with 71% saying they consume content from the genre. Additionally, 79% say podcasts are an influential medium in their audio consumption.
In total, 72% of respondents in the study said they listen to radio regularly, with 70% claiming they listen to at least one hour of AM/FM radio daily. While music is the biggest draw, 53% claimed they were regular news/talk listeners, dwarfing that of other formats like sports (26%).
There are also important takeaways for advertisers from the study. 40% of Spanish-language listeners claimed they were more likely to purchase products advertised in Spanish than strictly in English.
In total, more than 500 Spanish-language media consumers were surveyed by Harker Bos Group and Crowd React Media. The entire study will be made available on Tuesday, July 9th.