Understanding Hispanic Targeted Radio in the U.S

Not too long ago, Spanish dominant Hispanics were so underserved that radio stations needed only to play Spanish music to reach them. Now, that landscape has changed. Together with the increasing number of natural competitors, changes in the make up of the Hispanic demographics make it paramount for programmers to adhere to “general market” practices to accomplish ratings success.

The same resources that general market stations use, and has become commonplace, is becoming commonplace in radio that targets the Hispanic audience. The broadcasters who are hiring consultants, using research, marketing aggressively, these are the ones who will win. Becoming the first in your market to employ this level of sophistication can give you a head start, and that will make it difficult for another broadcaster to pass you.

The Hispanic population can be easy divided into three large and distinct groups; the “fully assimilated”, the “second generation” and the “recent immigrant”. Each one of these groups has particular music preferences and information needs.

Group 1 … The “fully assimilated” Hispanic is by definition part of mainstream America regardless of where their ancestors came from. Watches “Friends”, keeps up with the Lakers and the Cowboys, knows Couric, Leno and Letterman and gets news from Brokaw, Jennings or Rather. Wants to know what is going on in the world and in America. English is the language of choice both at home and at work and lives next door to the Smith’s and shops at Macy’s and Dillard’s. The Music preference of this Hispanic is no different than that of his peers of other races and backgrounds. However, as Hispanic, a sense of heritage and nostalgia can be reached with certain Spanish songs or Hispanic performers. Reaching this segment maybe achieved by AC and CHR Spanish or based formats with English delivery and general market information.

Group 2 … The “recent immigrant” as suggested by the name is exactly that. Typically this person is a hard worker in search of a better life, better education and a better future for their family. Normally they are loyal and with strong ties to their country of origin. Watches “Chespirito”, keeps up with Chivas and Cruz Azul, knows Cristina and El Gordo y La Flaca and gets its news from Peimbert and Doriga. Interested in knowing what is going on “back home”. Spanish is spoken at home, socially and in most cases at work as well. If the recent immigrant remains in the U.S., their children by definition become “second generation” Hispanics. This Hispanic’s music tastes are directly related to the country of origin. In most cases a particular liking to the “people music” or popular music is evident. For example, a recent immigrant from Mexico is likely to prefer Regional Mexican music and a recent immigrant of Cuba would prefer Salsa. In either case the need for information on their native country is paramount.

Group 3 … The “second generation” is either born in the USA to a recent immigrant or came to the U.S. at a very early age. Unlike the recent immigrant, the second generation Hispanic goes to school in English and thus is exposed to mainstream America, if not fully, to some degree. This exposure creates a struggle between the roots of the family and the desire to fit in. Watches both Friends and Chespirito, keeps up with Chivas, Lakers, Cowboys and Cruz Azul, knows Cristina and Leno and gets news from both Peimbert and Brokaw. This Hispanic is equally interested in Bush as well as in Fox. Spanish is spoken at home; English is the preference socially and at work. Depending on the level of assimilation, children of “second generation” may become fully assimilated or remain in the second generation group for another generation. Musical tastes vary in this group. As is the case with their consumption of other media, there is a tendency to gravitate towards general market formats, but the roots are strong and still appreciate the music of their native country. Regional Mexican, Spanish CHR and AC are options here. Information must flow along the general market lines.

As is the case with all population groups, each market is unique, but knowing which of these three groups you are trying to target will undoubtedly improve the odds of winning. How you program to these groups varies dramatically. One can no longer “just throw some Spanish songs on the radio” and expect to win. The level of competition is going up daily. Who are programming to on your radio station?