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.
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)
% of Respondents
Travel tickets (bus, air, etc.)
Home articles (furniture, accessories)
Technology (PC, TV, Tablets, others)
Event tickets (concert, movies, theater)
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: