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A recent study sheds light on automobile purchasing behaviors among Hispanic listeners of Super Estrella and KSSE. It reveals that 23% of Super Estrella listeners and 22% of KSSE listeners plan to spend less than $20,000 on new and used vehicles, respectively. Notably, KSSE listeners are 192% more likely to consider a new full-size car next year. Additionally, 29% of KSSE’s audience has already purchased a new vehicle, with 21% likely to have three cars in their household. This data highlights the automotive preferences of the Hispanic community.
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Super Estrella and Auto Purchasing KSSE’s Automobile Buying Profile • 23% of Hispanics who are planning to pay under $20k for a new vehicle next year are Super Estrella listeners. • 22% of Hispanics who are planning to pay under $20k for a used vehicle are KSSE listeners. • 192% of our listeners are more likely planning to buy a new full-size car next year. • 14% of Hispanics planning to buy any new vehicle next year are KSSE listeners. • 29% of KSSE’s audience has bought any new vehicle. • 21% of our listeners are more likely to own three vehicles in their household. • 17% own at least one new vehicle. Sources: Scarborough, Los Angeles metro, release 2 2010 annual study, Hispanic A18+ who listen to KSSE
