Arbitron Study: Hispanic Consumers Listen for 22+ Hours/Week

A study from Arbitron suggests that Hispanic consumers are heavy users of radio and spend significant time in particular with Spanish-language radio.
“Hispanic Radio Today 2006” shows that radio reaches over 95 percent of Hispanic Americans over the age of 12. While the average non-Hispanic consumer listens to an average of 19 hours 15 minutes of radio per week, the average Hispanic consumer listens to more than 22 hours 15 minutes.
Additional findings from the study include a 34 percent increase in Spanish-language radio stations in the past seven years; the most popular Spanish-language formats are Mexican Regional and Spanish Contemporary, with two formats – Spanish Oldies and Spanish Religious – debuting this year and growing in popularity; and Hispanic American listening patterns tend to follow the established general market trend although listening rates appear to be higher between the hours of 4 and 7 a.m.
“Hispanic Radio Today 2006” also reports that more than half of Hispanic radio listening during the hours of 6 and 10 a.m. occurs in cars or at work; and Hispanic teenagers have peak listening hours after school.