This new edition of the annual report reviews 16 formats, including 10 Spanish-language choices and six English-language formats.
Radio's reach among both English-dominant and Spanish-dominant listeners sits between 95 percent and 96 percent -- a slight uptick from HISPANIC RADIO TODAY 2010. Radio reached Hispanic men and women equally strong, with the medium attracting 97 percent of Hispanic men 35-54 and of women 35-44. Radio continues to be a 'weekend warrior' with Hispanic men and women, attracting an average 85 percent of men 25-54 and 84 percent of women 25-54 -- higher than any weekday time period. Hispanic radio consumption continued to be fueled by out-of-home listening, displaying the medium's power of portability.
Source: Arbitron, Hispanic Radio Today 2011 Released By Arbitron, November 14, 2011.