BIA Releases Second Edition of Hispanic Radio Directory

RADIO ONLINE | Monday, April 22, 2024

BIA Advisory Services

BIA Advisory Services has published the second edition of its Hispanic Radio Station Directory, a free 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.

"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 BIA Advisory Services Managing Director Rick Ducey. "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."

Highlights the guide reveals, include:

• Three-quarters (73.7 percent) of Spanish stations are owned by group operators and are in ranked markets (78.1 percent).

• Over 40 percent of Spanish-speaking stations are in the top 25 markets.

• Most of the stations are FM, FX (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 BIA Advisory Services VP Forecasting and Analysis Nicole Ovadia. "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."

The Hispanic Radio Station Directory, along with a companion report, is available for free download here from BIA's website.