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According to Nielsen research, “The Hispanic and black radio audience totals 74.7 million people 12 and older, up 6.25% from 70.3 million just five years ago.”
Data in Ad Age’s Hispanic Fact Pack 2018 reveals that radio now reaches 96-98% of Hispanic consumers. It’s not just the older demographics either – despite the easy availability of digital media, radio continues to attract the ears and hearts of younger listeners – even if they use their smartphones to access it! Ad Age further reports that Hispanic households listened to 12.75 hours of radio a week on average in 2017.
Those are some powerful numbers, and clearly worth targeting with a portion of the marketing budget. But don’t just assume you can take your English language marketing campaign, translate it into Spanish, and slap it on Hispanic radio stations. Conduct research first to determine who your target audience is, and learn what they value. Steer clear of cliché stereotypes of what you think your Hispanic audience appreciates, and rely on facts instead. As with every form of targeted marketing, keep in mind that there are many variations within the overall demographic. Learn about age, ethnic background and the American experience in order to communicate effectively to the diverse Hispanic community. Once you have an in-depth understanding of your audience, use it to craft a sincere and culturally relevant message.
One proven way to communicate is through the use of a Spanish ANR, or Audio News Release. A Spanish language ANR is typically a sixty-second produced audio news or feature segment about your product, service, company or brand, but it is specifically created for and targeted to the Hispanic audience. An example is an ANR that MediaTracks produced and aired for Baby Orajel Naturals to educate the audience about this naturally-derived pain relief medicine for teething babies.
Your clients’ brands are missing a huge marketing and public relations opportunity if you are not using Spanish network radio to reach their target audience. The Hispanic audience is growing steadily in numbers and buying power, and they frequently turn to radio for news and entertainment.
For writing, production and distribution, you need to partner with an expert who will get your message heard. MediaTracks’ La Red Conectado service distributes and airs content on a group of 50 Spanish-language stations reaching many of the nation’s top 25 Hispanic markets. It’s an ideal vehicle for clients who want national reach through a presence on Spanish network radio. MediaTracks Communications is a leading provider of audio and radio services for the public relations industry. Visit our website, call 847-299-9500, or email [email protected] to learn more about effectively increasing your clients’ presence on Spanish language radio.
