Hispanic

Abacast to stream Entravision radio stations

Tuesday, July 9, 2013 - 12:20pm

Abacast announced it will provide streaming and advertising services for Entravision radio stations.

With 49 owned and operated radio stations, Entravision is one of the nation's largest ownership groups of primarily Spanish-language radio.

Entravision will utilize Abacast's Clarity Digital Radio System for streaming solution for most of its radio stations, and the two companies will jointly offer Clarity Digital to Entravision affiliate stations. Entravision Solutions will also partner with the Abacast Digital Ad Sales Network to focus on expanding digital ad sales for the Latino market.

RAIN Summit recap: TargetSpot examines Hispanic and African American Net radio listeners

Thursday, April 25, 2013 - 11:35am

TargetSpot CEO Eyal Goldwerger encouraged RAIN Summit West attendees to look to multicultural audiences for marketing opportunities. Goldwerger delivered one of the day's two "POV" addresses, extolling the likely benefits of marketing to Hispanic and African American audiences via Internet radio.

Earlier this week we covered news of a study from The Media Audit (here) which focused on Internet radio adoption in the Hispanic audience segment.

The TargetSpot research revealed that while mobile device adoption in these segments is similar to that of the general U.S. population, African American Net radio listeners are even more prone to listen on mobile devices. Calling it an "early adopter market," Goldwerger revealed African Americans respondents were almost twice as likely to own an in-car Internet radio device as the general population (26% to 14%), and that African Americans' listening on all mobile devices topped the general index (see screenshot).

Goldwerger called multicultural listeners' social engagement -- both while listening, and engagement with services themselves -- "one of the biggest upsides of this market segment." In the study, 70% of Hispanic listeners reported being on a social media site while listening to Internet radio, topping the level for the general population (60%). African American listeners' engagement wasn't quite as high, yet still topped overall levels. Both market segments surpassed overall population numbers in other social media behvavior like "link Internet radio profile to social network," "share a station, band, or artist," and "look at what others are listening to."

The study also examined these populations propensity to shop online (and how that relates their listening habits), their recall/response rate to online radio ads, and specfics that make these segments "extremely attractive demos" for online advertisers.

You can listen to Goldwerger's entire presentation from RAIN Summit West here. All of the audio from the Las Vegas event is available on this website (look in the right-hand margin of www.KurtHanson.com).

Leading webcasters hold their own against AM/FM with major market Hispanics, says The Media Audit

Tuesday, April 23, 2013 - 12:15pm

The Media Audit says its new study "found that among top Hispanic radio markets, Pandora and iHeartRadio remain competitive when compared to Hispanic-programmed local radio stations that heavily focus on the Hispanic market."

In the Los Angeles metro, the nation's top Hispanic market, over a quarter (25.9%) of the market's nearly four million Hispanics report being weekly Pandora listeners. That's more than a million weekly listeners, "topping weekly listening of all Hispanic-programmed stations or radio clusters," says The Media Audit.

New York is the nation's top market overall. There, Pandora reaches over a third (34%) of metro New York's 3.2 million Hispanics every week. Clear Channel's iHeartRadio reaches 560-thousand New York Hispanics weekly. And nearly one in four of Miami's 1.7 million Hispanics are weekly Pandora listeners, "again ranking the popular Internet radio service number one among all Hispanic-programmed stations or radio clusters."

The Media Audit looked at Hispanic online radio listening in the nation's top ten markets (New York, Los Angeles, Chicago, San Francisco, Dallas, Houston, Boston, Philadelphia, Washington, D.C. and Atlanta). They say nearly a third (32.7%) of Hispanics in top ten U.S. markets have used Internet radio in the past month. Not many fewer (29.8%) are weekly listeners.

Read more from The Media Audit here.

For online music and more, Hispanics significantly more "mobile" than general population

Thursday, February 7, 2013 - 1:15pm

How are you shaping your product and marketing to get the attention of the increasingly powerful Hispanic segment? A piece in AdAge by Pandora chief revenue officer John Trimble reveals some of the information the leading webcaster is acting on.

"Brands should adopt a flexible mix of mass and specialized marketing techniques to successfully communicate with a Hispanic community that is young, vibrant and ethnically diverse," he explains.

Trimble cites findings of a recent Bovitz Research study that drive Pandora's approach. For example, 88% of Hispanic listeners prefer mobile devices such as smartphones and tablets. This is group that's largely moving from "old media" straight to mobile, skipping the "desktop" entirely.

There's more in "Internet Radio Must Tune In to the Emerging Hispanic Mainstream" in AdAge here.

TargetSpot says African American, Hispanic digital audio listeners more mobile, more social, and more engaged with ads

Wednesday, August 15, 2012 - 1:30pm

Internet radio ad network TargetSpot today released the results of a study on Hispanic and African American audiences and their interaction with online digital audio (such as Internet radio).

Conducted by Parks Associates, the study reveals African American and Hispanic "digital audio listeners" are "more mobile and connected than the general population" with higher listening rates via tablets, mobile phones, and in-car digital solutions than the general population.

Additionally, digital audio listening "among both African Americans and Hispanics has surpassed broadcast radio listening both at home and at work," TargetSpot reports. "Both of these audiences are even more engaged in social media while listening than the general population, with 63% of African Americans and 70% of Hispanics visiting social networking sites while listening, compared to 60% of the general population," and advertising recall and response rates for these groups also exceed those of the general population.

Read more from TargetSpot's Multicultural Digital Audio Studies here.

Katz launches Unidos Digital Network for Hispanic online audio

Tuesday, March 20, 2012 - 11:10am

Katz 360 and Univision Radio National Sales (both divisions of Katz Media Group) have together launched the Unidos Digital Network, specializing in Hispanic online audio.

According to the company announcement, Unidos serves 83 million monthly impressions to three million unique users.

Katz 360 President Brian Benedik said, "Research shows that the Hispanic population has the highest usage with listening to radio online and downloading music. And as the fastest growing population segment — one out of every three Americans will be Hispanic by 2050 — clearly this is an incredible opportunity to reach an exploding marketplace."

Read more here.

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