Study: Latino Listenership to Internet Radio Increases in Top 10 Markets


A new study from The Media Audit finds that the number Hispanics listening to Internet radio is increasing. Looking at the top ten media markets in the U.S., the Media Audit found that 32.7 percent of all Hispanics have logged on in the past month to an Internet radio website such or Slacker. The figure represents 4.2 million Hispanic Internet radio listeners in The Media Audit’s top ten markets.

Additionally, 29.8 percent of Hispanics listened to Internet radio in the past week, suggesting nearly the same amount are logging on weekly as they are in a typical 30 day period. With 91 percent of Hispanic monthly Internet radio visitors listening on a weekly basis, the preliminary data suggests that many Hispanics are becoming loyal to Internet radio listening. Among all adults in the same top ten markets, 22.8 percent reported having listened to Internet radio within the past week, making Hispanics 35 percent more likely to be listening to Internet radio when compared to the general population.

Looking at specific websites, 28.7 percent of Hispanics in the top ten markets logged on to Pandora in the past month, while 8.4 percent logged on to, and 1.9 percent logged on to The figures represent a dramatic change in Hispanic Internet radio listening behavior from a year ago, when only 13.5 percent of Hispanics listened to Pandora. As a result, the year over year growth rate is 142 percent for Hispanics accessing Pandora. Furthermore, only 3.9 percent of Hispanics accessed iHeartRadio in 2011, resulting in a 182 percent increase in monthly visits year-over-year, while access to increased 52 percent during the same period.

The Media Audit’s study also found that among top Hispanic radio markets, Pandora and iHeartRadio remain competitive when compared to Hispanic-programmed local radio stations that heavily focus on the Hispanic market. In Los Angeles, 25.9 percent of the metro area’s 3.9 million Hispanics reported having listened to Pandora within the past week, a figure that represents more than one million weekly listeners and topping weekly listening of all Hispanic-programmed stations or radio clusters.

In the New York City metro area, Pandora reaches 34 percent of the metro area’s 3.2 million Hispanics weekly, followed by 17.1 percent who listened to iHeartRadio within the past week. The weekly figures represent more than 1.1 million weekly listeners for Pandora, and 560,000 weekly listeners for iHeartRadio. Among Miami’s 1.7 million Hispanics, nearly one in four listened to Pandora within the past week, again ranking the popular Internet radio service number one among all Hispanic-programmed stations or radio clusters.

 Source: Friday Morning Quarterback (FMQB)
and LatinaLista Smart News

About FMQB:

FMQB (Friday Morning Quarterback) recently celebrated its 40th anniversary of serving the music and radio industries with high quality unique content, insight articles and news. Founded in 1968 by Owner/Publisher/Radio-TV personality Kal RudmanFMQB has established itself as the premiere destination for music and radio industry professionals.

FMQB’s famed monthly magazine is read by over 10,000 industry professionals, and our industry leading Web site ( boasts over 3.5 million hits per month with over 300,000 visitor sessions, and an exclusive industry database of over 5,000 music and radio professionals. Through FMQB ProductionsFMQB is also renowned for its unique National Radio Series of one-hour specials dedicated to major artists and the world premiering new music from forthcoming albums and DVD collections. These one-hour radio specials are produced in their entirety by FMQBand are exclusive rights of FMQB and our partner music labels who participate in the production of the content.  FMQB is also the conduit to active consumers of all contemporary radio formats nationally.


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Elia Esparza is a leading expert in communications and journalism targeting the burgeoning Hispanic market and has produced and written dozens of articles. President and CEO of Always Evolving PR and a Communications Specialist, Elia, incorporates her 18 years experience in the areas of entertainment and education public relations, and marketing. promotions, market research and translations (Eng/Span).