BIA Advisory Services has published the second edition of its Hispanic Radio Station Directory, a free comprehensive guide to the diverse cross-section of Spanish-language stations in the U.S. and Puerto Rico. Included are nearly 2,000 commercial and non-commercial AM and FM stations in over 100 different formats that appeal to various Hispanic target segments. A companion report accompanies the directory and features proprietary analysis into the Hispanic radio market.
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“The directory is focused on the valuable data advertisers, broadcasters, policymakers, and other marketing and industry leaders need to understand and target the Hispanic audio landscape,” said Rick Ducey, BIA Advisory Services’s Managing Director. “Hispanic radio delivers incredible value in the market, as evidenced by Nielsen data indicating that radio is the dominant platform to reach Spanish-speaking consumers.”
Among the updated takeaways from BIA:
- Some 73.7% of Spanish-language stations are owned by group operators
- Some 78.1% of these stations are in ranked markets as measured by Nielsen Audio.
- More than 40% of Spanish-speaking stations are in the top 25 markets.
- Most of the stations are FMs, FM translators, or HD subchannels. Of these 1,867 stations, 474 are AM stations.
“The presence of Hispanic radio in the major markets is profound but not as recognized in the advertising market,” said Nicole Ovadia, VP Forecasting and Analysis at BIA Advisory Services. “We’ve developed this guide to better serve the community and to encourage commerce between marketers and local stations. We are also proud to be members of the Hispanic Radio Alliance, where we offer this directory for our cooperative efforts to drive revenue for Hispanic radio.”
BIA’s Hispanic Radio Station Directory includes key details for stations in the U.S., including call signs, station format by BIA nomenclature (e.g., Tejano, Mariachi, Ranchera, Salsa, Educational), market name and rank, owners, and parent companies. The data in the Hispanic Directory is a subset of the full set of data BIA maintains in its Media Access Pro (MAPro) broadcasting and publishing industry database.
The Hispanic Radio Station Directory, along with a companion report, is available for free download here from BIA’s website.
