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Radio & The Hispanic Voter. March, 2011. Hispanic Market Growth Growing Faster Than the Total U.S. Population. Estimated Population Growth Rates: 2010 - 2050. +174.0%. +57.2%. +32.1%. Caucasian African Hispanic American. Source: U.S. Census Bureau.

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Hispanic market growth growing faster than the total u s population
Hispanic Market GrowthGrowing Faster Than the Total U.S. Population

Estimated Population Growth Rates: 2010 - 2050

+174.0%

+57.2%

+32.1%

Caucasian African Hispanic

American

Source: U.S. Census Bureau



Hispanic Radio Audience is Growing

Total Radio Share – Mon-Sun 6a-12m –Adults 18-34

English-Language Radio Share

83.0%

Spanish-Language Radio Share

17.0%

Source: Spring Arbitron National Format Trends Report - AQH Share/Adults 18-34 Total Week

Spanish Radio Versus English Radio


Hispanics Are Best Reached with RadioNearly Half are Heavy or Very Heavy Radio Listeners

Hispanic Radio Usage Levels

Non-Hispanic Radio Usage Levels

Source: Scarborough Release 2 2010

Top 10 Hispanic Markets, A18+ Radio Quintiles


Hispanic Radio Listeners Can’t be Reached on English Formats

Spanish Radio Format Listeners - - -% NOT Reached by English Radio

Rhythmic CHR

66%

Classic Rock

66%

68%

91%

66%

66%

Adult Contemporary

66%

News/Talk

66%

67%

94%

66%

66%

Classic Hits

Adult Hits

91%

98%

66%

66%

Urban Contemporary

Country

88%

92%

Hot AC

Rhythmic Oldies

90%

99%

Source: Scarborough Release 2 2010 FY, Hispanic A18+ Unduplicated Cume M-Su 6a-12mid, Top 10 Hispanic

Markets plus SD and LV

(Spanish Radio Formats incl. Sp. Adult Hits, Sp Rel, Sp N/T, Mex Regional, Sp. Tropical, Tejano, & Sp.

Oldies)


Hispanics are Much Heavier Users of Radio Than Other Media Formats

Heavy Media Usage – A18+

Source: 2010 Scarborough DMA/Release 2 (Rel. 1 for NY, HOU) /

Media Quintiles-Heavy=Quintiles 1+2


  • 40% of New Voters Formats

    • Hispanics accounted for 40% of NEW voters in the 2008 presidential election!

  • Latinos drive record surge in U.S. naturalizations

  • They made up almost half of the

  • 1 million new Americans in 2008

Hispanics Continue to Grow in Influence

5,219

Today 5,129 Latinos hold elective or appointive public office


The hispanic voter
The Hispanic Voter Formats

  • 9.7 million Hispanic Americans were reported to have voted in the 2008 Presidential election

    • An increase of 26% in the number of Hispanic Americans voting in 2008 as compared to the 2004 Presidential election

    • That compares to a 4.3% increase among all registered voters

    • 49.9% of all registered Hispanic voters turned out to vote in 2008, up from 47.2% in 2004

  • According to the United States Hispanic Leadership Institute…

    • Hispanics are registering to vote at a rate six times greater than the general population

    • Hispanics are turning out to vote at a rate five times greater than the general population

Source: U.S. Census Bureau


Radio reaches 75 1 of all registered voters each week
Radio Reaches 75.1% of all registered voters each week Formats

Radio is a Great Way to Reach HispanicVoters!

Among Hispanics, every week, radio reaches:

  • 88% of Adults who are registered to vote in their district of residence

  • 85% of Adults who ALWAYS vote in local elections

  • 89% of Adults who SOMETIMES vote in local elections

  • 86% of Adults who ALWAYS vote in statewide elections

  • 89% of Adults who SOMETIMES vote in statewide elections

Source: Scarborough USA+ 2009, Release 2


The hispanic voter a vital sector of the voting population in key markets
The Hispanic Voter FormatsA Vital Sector of the Voting Population in Key Markets

Hispanic 18+ Population

Market(as % of Total 18+ Population)

Los Angeles 42%

New York 22%

Miami 48%

San Francisco 21%

Chicago 19%

Houston 32%

San Antonio 51%

McAllen 87%

Dallas 26%

San Diego 29%

Phoenix 29%

Las Vegas 81%

El Paso 27%

Source: ARBITRON, Fall 2010


Hispanic Voter Impact on the 2010 Election Formats

The impact of the Hispanic vote in the 2010 midterm elections made a major difference

in the outcome of several Gubernatorial and Senatorial races, according to Voto Latino, a

501(C) non-profit, non-partisan organization that does not support/endorse any political

party or candidate…

  • California Governor: Hispanic vote for Jerry Brown: 86%

    Hispanic share of all voters: 18%

    Hispanic contribution to Brown: +13.1

  • California Senator: Hispanic vote for Barbara Boxer: 86%

    Hispanic share of all voters: 18%

    Hispanic contribution to Boxer: +10.1

  • Nevada: 25% of Nevadans are Hispanic

    12% of all registered voters in Nevada are Hispanic

    16% of all voters in 2010 were Hispanic


The hispanic voter an important voting bloc in crucial states
The Hispanic Voter FormatsAn Important Voting Bloc in Crucial States

State# of Electoral Votes

California 55

Texas 38

New York 29

Florida 29

Illinois 20

New Jersey 14

Arizona 11

Nevada 6

202 Electoral votes are clustered in key states with significant Hispanic populations


Marketing to Hispanic Voters Formats

  • Your message is Relevant to the Hispanic voter when it is delivered via targeted Hispanic radio

  • This personalized invitation to participate with your candidate or issue will gain heightened Recognitionwithin the community

  • Use of Hispanic radio as a vehicle to deliver your advertising message will gain Respect from this important constituency

Bottom Line? Results !


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