Commentary

70% Of Hispanic Digital Audio Listeners Bought From Internet Radio Ad

According to a study from Audio.ad and OH! PANEL, 69% of Hispanic digital audio listeners have bought a product advertised on internet radio in the past year, and 44% have bought between 2 and 5 products.

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The survey of 1,000 Spanish-speaking Hispanics finds few who consider the amount of advertising in digital radio to be excessive, a reflection of relatively light ad loads for internet radio, which averaged roughly 2-and-a-half minutes per hour in Q4 2015.

For comparison, ad loads on traditional TV averaged roughly 15 minutes per hour in 2013, though lately some networks are beginning to reduce their ad loads in an effort to improve the viewing experience, says the report. More recently, data from Edison Research suggests that commuters are far more likely to stay tuned to Pandora than terrestrial radio during an ad break.

7 in 10 Hispanics bought a product advertised on internet radio, says the report. From the Audio.ad study, the top products and services of interest to the Hispanic digital radio consumer are…

Top Products/Services For US Hispanic Digital Radio Listeners (May 2016)

Product/Service

% of Respondents

Travel tickets (bus, air, etc.)

42%

Home articles (furniture, accessories)

39

Technology (PC, TV, Tablets, others)

35

Event tickets (concert, movies, theater)

33

Clothing

31

Source: Audio.ad/OHI Panel, May 2016

A recent study from MarketingCharts revealed that Hispanics over-index in online radio listening to a greater degree than any other online medium, representing almost one-fifth of the total internet radio audience. Half of Hispanic digital audio listeners spend 2-3 hours listening per day, with the average time spent listening to online radio being 9 hours per week overall. In other takeaways from the Audio.ad report:

  • Music is the most valued digital audio content, followed by the news and general interest programming
  • 54% expect to listen to more digital radio this year
  • Pandora is the most popular music streaming service, with Spotify and Bandcamp tied
  • 27% of responders who listen to Internet radio share content and participate in social media while they listen
  • 38% of consumers who listen to digital audio do so in the afternoon or at night, and 66% of the Hispanic consumers who listen to Internet radio do so while at work or while surfing the web
  • From a multiple choice question, 50% answered that they listen to online radio using desktop computers, 46% via smartphones, and 27% via tablets
  • The 18-34 age group (39%) is the segment with the highest consumption of Internet radio, followed by the 35-44 age group (32%). Those above the age of 45 years represent 29% of online radio listeners
  • 65% of responders listen to music, 38% listen to news and 19% choose general interest programs

For additional information from The Business Wire, please visit here; and from Marketing Charts, visit here.

 

 

2 comments about "70% Of Hispanic Digital Audio Listeners Bought From Internet Radio Ad".
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  1. Ed Papazian from Media Dynamics, May 24, 2016 at 9:34 a.m.

    Jack, I wonder if the relatively lighter ad loads for digital radio are a function of the sellers refusing to sell more ads or a lack of buyers.

  2. Jack Loechner from Mediapost Communications replied, May 24, 2016 at 8:18 p.m.

    ... maybe you could dig deeper for that answer, Ed, on this site: http://audio.ad

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