online radio listening complements over- · 2019. 9. 12. · % of monthly hispanic online radio...

Thom – Value of Radio/R1 2019

ONLINE RADIO LISTENING COMPLEMENTS OVER-THE-AIR RADIO

Source: Scarborough, R1 2019 (January 2018 - 2019), Los Angeles DMA, Hispanic online radio listeners.

% of monthly Hispanic Online Radio listeners who listened to over-the-air AM/FM RadioMonday-Sunday, 6a-mid

95.4% 93.2% 95.1% 96.8% 92.0% 97.2%

Hispanic P18+ Hispanic P18-34 Hispanic P18-49 Hispanic P25-54 Hispanic Men 21-34 Hispanic Women 25-54

Online Radio = Listening to AM/FM radio stations online and/or listening to audio content available only on the Internet.


93.9% 93.6% 94.9%95.7% 94.4% 96.5%

23.8%30.8% 28.3% 26.7% 19.8% 26.5%

0%

20%

40%

60%

80%

100%

Hispanic P18+ Hispanic P18-34 Hispanic P18-49 Hispanic P25-54 Hispanic P35-64 Hispanic W25-54

Listened to Radio Past Week (M-Su, 6a-mid) Visited Pandora Past Week

Source: Scarborough, R1 2019 (January 2018 - 2019), Los Angeles DMA, Hispanic Adults.

RADIO REACHES MORE HISPANIC ADULTS ACROSS ALL DEMOS IN A WEEK THAN PANDORA


MORE HISPANIC ADULTS 18+ LISTEN TO RADIO IN A WEEK THAN VISIT THESE SOCIAL NETWORKING SITES IN A MONTH

93.9%

59.8% 59.2%

45.2%

30.9%25.5% 24.4% 21.3%

10.6%

Source: Scarborough, R1 2019 (January 2018 - 2019), Los Angeles DMA, Hispanic Adults 18+.

Reach %


MORE HISPANIC MILLENNIALS LISTEN TO RADIO IN A WEEK THAN VISIT THESE SOCIAL NETWORKING SITES IN A MONTH

92.2%

80.2%73.7% 70.7%

61.6%

36.0%30.9% 27.7%

9.7%

Source: Scarborough, R1 2019 (January 2018 – 2019), Los Angeles DMA, Hispanic Millennials (18-29).

Reach %


MORE HISPANIC GEN X LISTEN TO RADIO IN A WEEK THAN VISIT THESE SOCIAL NETWORKING SITES IN A MONTH

96.7%

64.4% 63.9%

44.4%

27.3% 27.1% 26.8%19.0%

12.5%

Source: Scarborough, R1 2019 (January 2018 - 2019), Los Angeles DMA, Hispanic Gen X (30-49).

Reach %

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DESPITE FRAGMENTATION, SOUTHLAND HISPANIC RADIO AUDIENCE REMAINS CONSISTENT

Source: Nielsen Audio, Winter 2013 - 2019, Los Angeles Metro, Hispanic Persons 12+, Monday – Sunday, 6am-mid.

4,642,200 4,644,800 4,707,700 4,714,400 4,681,100 4,650,700

Winter 2014 Winter 2015 Winter 2016 Winter 2017 Winter 2018 Winter 2019



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Source: Nielsen Regional Database, Fall 2018, Monday - Sunday, 6a-mid, Hispanic Persons 12+.

RADIO REACHES 94.7% OF

HISPANIC PERSONS 12+ INSOUTHERN CALIFORNIA

EVERY WEEK10.25 HOURSSPENT WITH RADIO

EACH WEEK

REACH AND TIME



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Source: Nielsen Regional Database, Fall 2018, Monday - Sunday, 6a-mid, Hispanic Persons 12+.

THAT’S 6.6 MILLION HISPANIC LISTENERS

94.7% OF SOUTHERN CALIFORNIA

HISPANICS ARE REACHED BY RADIO EACH WEEK

SPENDING 10.25 HRSLISTENING EVERY WEEK

10

5.6 MILLION SOUTHERN CALIFORNIA HISPANICSUSE RADIO AWAY FROM HOME DURING COMMUTING HOURS

•Source: Nielsen Regional Database, Fall 2018, Monday – Friday, 6a-10a + 3p-7p, Hispanic Persons 12+.


Radio reaches 93.9% of Los Angeles DMA Hispanic Adults 18+

93.9%83.5%

72.1%

43.5%

83.5%

Listen to Radio PastWeek

Watched Any BroadcastTV Past Week

Watched Any Non-Premium Cable Past

Week

Watched Any SpanishBroadcast Station

Spent Any Time onInternet Past Week

Source: Scarborough, R1 2019 (January 2018 – 2019), Los Angeles DMA, Hispanic Adults 18+.

Note: Any Spanish broadcast stations include: Azteca America, MundoFox, Telemundo, UniMas, or Univision.

RADIO REACHES MORE HISPANIC ADULTS 18+IN A WEEK THAN ANY OTHER MEDIUM


Radio reaches 92.2% of Los Angeles DMA Hispanic Millennials

RADIO REACHES HISPANIC MILLENNIALS

92.2%

73.7% 72.2%

33.2%

93.4%

Listen to Radio PastWeek

Watched Any BroadcastTV Past Week


Week



Source: Scarborough, R1 2019 (January 2018 – 2019), Los Angeles DMA, Hispanic Millennials (18-29).


Radio reaches 96.7% of Los Angeles DMA Hispanic Gen X

96.7%

83.6%

70.6%

45.1%

88.8%

Listen to Radio Past Week Watched Any BroadcastTV Past Week

Watched Any Non-Premium Cable Past Week



Source: Scarborough, R1 2019 (January 2018 – 2019), Los Angeles DMA, Hispanic Gen X (30-49).

RADIO REACHES MORE HISPANIC GEN XIN A WEEK THAN ANY OTHER MEDIUM


Radio reaches 93.5% of Los Angeles DMA Hispanic Baby Boomers

93.5% 91.4%

72.9%

50.8%

73.3%

Listen to Radio Past Week Watched Any BroadcastTV Past Week


Week



Source: Scarborough, R1 2019 (January 2018 – 2019), Los Angeles DMA, Hispanic Baby Boomers (50-69).

RADIO REACHES HISPANIC BABY BOOMERS

15



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Source: Nielsen Regional Database, Fall 2018, Monday – Sunday, 6a-Mid, Hispanic Persons 18-64.

80% OF SOUTHERN CALIFORNIA HISPANIC

LISTENERS ARE IN THE WORK-FORCE

THAT’S 3.8 MILLION QUALIFIED

HISPANIC CONSUMERS LISTENING EVERY WEEK

online radio listening complements over- · 2019. 9. 12. · % of monthly hispanic online radio...

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