Page 23 - HMC 2021 HISPANIC MARKET GUIDE
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    At the onset of COVID-19,
 70%
70% of Hispanics said they increased the amount of time spent watching movies or shows using
a streaming service,
well above the 55% reported by Non-Hispanics.
1 14.6%
2 10.6%
3 8.2%
4 7.4%
5 5.9%
Mexican Regional
Spanish Contemporary + Spanish Hotac Adult Contemporary
Pop Contemporary Hit Radio (Top 40) Spanish Adult Hits
75%
78%
Non-Hispanic
Top Five Radio Genres Hispanic Adults 18+
70%
 55%
 Source: Online survey, Nielsen Scarborough Recontact Panel via Wizer’s Adaptive Consumer Insights platform.
1 13.2% 2 12.5% 3 8.5% 4 8.4% 5 6.7%
Country
News/Talk (All)
Pop Contemporary Hit Radio (Top 40) Adult Contemporary
Classic Rock
 Netflix is the top streaming provider used by Hispanics, with increased investment in Spanish programming and the availability of content curated for Hispanics.
There are more Hispanics relative to the total U.S. population who subscribe to the new Disney+ service, reflecting the higher number of Hispanic children in the household.
Radio
On average, Hispanics spend over 12 hours per week listening to radio, 33 more minutes than non- Hispanic counterparts.
• 62% of Hispanics say radio is a good source of
information during COVID-19 because it has served as a trusted conduit of culturally relevant information on matters at home and abroad.
• During COVID-19, in-home radio listening increased for Hispanics from 29% in March to 39% in April.
• 43% of Hispanics said that their favorite radio
• 36% of Hispanics reported that during the 40 coronavirus pandemic they have looked for new
30
20 10 0
1 15.7%
2 11.4%
3 11.0%
4 8.6%
5 8.1%
Pop Contemporary Hit Radio (Top 40) Rhythmic Contemporary Hit Radio (Top 40) Mexican Regional
Spanish Contemporary + Spanish Hotac Hot Adult Contemporary
host made them feel less concerned and panicked
  and 42% said their radio host made them feel
60 less alone. 70% 50
ways to listen to their favorite radio station/
personality/program.
Hispanic
Total Persons 18+
80
Source: RADAR 145 June 2020 + National Regional Database (NRD) Fall 2019 for 111 Hispanic DST Metros
Share of Listening In and Out of Home
During COVID-19 Months
While all in home radio listening increased between March and April, Latino out of home listening stayed when compared to the total population likely as a result of Latinos increased probability of being employed in high risk or front line work.
70
Hispanic Teens 12–17
Total Teens 12–17
1 17.0%
2 12.5%
3 8.7%
4 8.0%
5 7.3%
Pop Contemporary Hit Radio (Top 40) Adult Contemporary
Country
Hot Adult Contemporary
Urban Contemporary
 Hispanics
Total Market Hispanics
Total Market
18+
18+
March
18+ In-Home
18+ Out-of-Home
71%
Source: Nielsen March-May 2020 PPM/45 Market Total/M-F 6a-7p/ Hispanic and Total Persons 18+/AQH Persons by location
71%
 61%
 April
42%
58%
  39%
  29%
29%
HMC 2021 HISPANIC MARKETING COUNCIL
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