The Power of Spanish-Language Radio: Connecting Cultures and Communities
When Harker Bos Group started doing radio research in the late 1980s, talking to a station’s listeners was invigorating. There was a tangible connection between listeners and their chosen stations. Listeners were part of the club – they participated in station events, went to concerts promoted by the station, called in, and revered the DJs.
Times have changed and the proliferation of media choices has dulled the excitement to some degree. Radio stations must work harder than ever to engage with their listeners and create a connection.
But there is a silver lining… or should we say “rayo de luz”? That sense of community, that element of buzz, is alive and well in Spanish-language radio.
In May 2024, Harker Bos Group conducted the “State of Spanish-language Media Report,” a comprehensive look at the media habits of Hispanics in the US. Unlike many other studies that look at the media habits of Spanish-speakers as an afterthought, we conducted the study entirely in Spanish and included only Spanish-dominant or bilingual speakers. The study surveyed over 500 Spanish-speakers over the age of 18, targeting the top 30 DMAs for Hispanics, and also included suburban and rural markets to encompass this diverse group.
While consumption numbers are not wildly different from those found in an identical study of English-language media consumers, it is how Hispanic audiences perceive the place of radio in their lives that makes them different and exciting.
There has been much talk recently about the importance of locality in radio. The connection to a station’s sense of place is exemplified by Spanish-language radio listeners. 91% say that local events and community updates are important for radio. They cite top motivators for listening to radio as enjoyment of the music and entertainment (79%) – always a top choice for radio audiences of any language – followed closely by staying connected to their cultural heritage (57%) and being informed about news and current events relevant to the Hispanic community (43%).
Hispanic culture, and Spanish-language radio’s ability to act as a conduit for this connection, was found repeatedly in our study. In fact, the majority (86%) say that Spanish-language radio is important for maintaining a sense of identity and connection to their Hispanic heritage. 67% say that it is important for providing a sense of community and belonging. We also learned that nearly half of Spanish-language radio listeners tune into radio stations from their home country, allowing them to maintain a literal connection to their origins.
Spanish-speaking radio listeners are not listening to much English-language radio. While 39% listen to both, only 10% listen mostly to English-language radio, and the majority (51%) listen only/mostly to Spanish-language radio. They have incredibly high loyalty to the language.
Spanish-language radio is also profoundly influential. The vast majority of listeners (69%) say that it is influential in shaping their social, cultural, and political views, something political campaigns should keep in mind as we enter election season. Advertisers should not miss out either, with almost half of listeners (42%) having ever purchased services or products they learned about on Spanish-language radio. These products and services include food and beverages, health and beauty, entertainment and media, as well as insurance and legal services. And there is no one better to promote these political or advertising campaigns than the DJs and hosts of the stations themselves, as 59% of listeners strongly trust their local station’s announcers.
What makes Spanish-language radio uniquely exciting? The DJs and hosts play a crucial role in this dynamic. Their familiarity and relatability create a trusted source of information and entertainment. These personalities are not just voices on the radio; they are viewed as friends who bring the community together. This trust translates into higher engagement levels and a willingness to act on the information and advertisements presented.
Moreover, the commitment to local content—whether it’s community news, cultural events, or local politics—ensures that Spanish-language radio remains relevant and vital to its listeners’ daily lives.
In essence, Spanish-language radio stations are more than just broadcasters; they are essential cultural hubs that reflect and reinforce the identities and aspirations of Hispanic communities in the US. This unique ability to connect on such a profound level makes Spanish-language radio so exciting and invaluable.
This article originally appeared in the June 2024 issue of RadioInk.