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Radio & The Hispanic Voter

Radio & The Hispanic Voter. March, 2011. Hispanic Market Growth Growing Faster Than the Total U.S. Population. Estimated Population Growth Rates: 2010 - 2050. +174.0%. +57.2%. +32.1%. Caucasian African Hispanic American. Source: U.S. Census Bureau.

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Radio & The Hispanic Voter

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  1. Radio & The Hispanic Voter March, 2011

  2. Hispanic Market GrowthGrowing Faster Than the Total U.S. Population Estimated Population Growth Rates: 2010 - 2050 +174.0% +57.2% +32.1% Caucasian African Hispanic American Source: U.S. Census Bureau

  3. Hispanics Are Best Reached with Radio

  4. Hispanic Radio Audience is Growing Total Radio Share – Mon-Sun 6a-12m –Adults 18-34 English-Language Radio Share 83.0% Spanish-Language Radio Share 17.0% Source: Spring Arbitron National Format Trends Report - AQH Share/Adults 18-34 Total Week Spanish Radio Versus English Radio

  5. Hispanics Are Best Reached with RadioNearly Half are Heavy or Very Heavy Radio Listeners Hispanic Radio Usage Levels Non-Hispanic Radio Usage Levels Source: Scarborough Release 2 2010 Top 10 Hispanic Markets, A18+ Radio Quintiles

  6. Hispanic Radio Listeners Can’t be Reached on English Formats Spanish Radio Format Listeners - - -% NOT Reached by English Radio Rhythmic CHR 66% Classic Rock 66% 68% 91% 66% 66% Adult Contemporary 66% News/Talk 66% 67% 94% 66% 66% Classic Hits Adult Hits 91% 98% 66% 66% Urban Contemporary Country 88% 92% Hot AC Rhythmic Oldies 90% 99% Source: Scarborough Release 2 2010 FY, Hispanic A18+ Unduplicated Cume M-Su 6a-12mid, Top 10 Hispanic Markets plus SD and LV (Spanish Radio Formats incl. Sp. Adult Hits, Sp Rel, Sp N/T, Mex Regional, Sp. Tropical, Tejano, & Sp. Oldies)

  7. Hispanics are Much Heavier Users of Radio Than Other Media Heavy Media Usage – A18+ Source: 2010 Scarborough DMA/Release 2 (Rel. 1 for NY, HOU) / Media Quintiles-Heavy=Quintiles 1+2

  8. 40% of New Voters • Hispanics accounted for 40% of NEW voters in the 2008 presidential election! • Latinos drive record surge in U.S. naturalizations • They made up almost half of the • 1 million new Americans in 2008 Hispanics Continue to Grow in Influence 5,219 Today 5,129 Latinos hold elective or appointive public office

  9. The Hispanic Voter • 9.7 million Hispanic Americans were reported to have voted in the 2008 Presidential election • An increase of 26% in the number of Hispanic Americans voting in 2008 as compared to the 2004 Presidential election • That compares to a 4.3% increase among all registered voters • 49.9% of all registered Hispanic voters turned out to vote in 2008, up from 47.2% in 2004 • According to the United States Hispanic Leadership Institute… • Hispanics are registering to vote at a rate six times greater than the general population • Hispanics are turning out to vote at a rate five times greater than the general population Source: U.S. Census Bureau

  10. Radio Reaches 75.1% of all registered voters each week Radio is a Great Way to Reach HispanicVoters! Among Hispanics, every week, radio reaches: • 88% of Adults who are registered to vote in their district of residence • 85% of Adults who ALWAYS vote in local elections • 89% of Adults who SOMETIMES vote in local elections • 86% of Adults who ALWAYS vote in statewide elections • 89% of Adults who SOMETIMES vote in statewide elections Source: Scarborough USA+ 2009, Release 2

  11. The Hispanic Voter A Vital Sector of the Voting Population in Key Markets Hispanic 18+ Population Market(as % of Total 18+ Population) Los Angeles 42% New York 22% Miami 48% San Francisco 21% Chicago 19% Houston 32% San Antonio 51% McAllen 87% Dallas 26% San Diego 29% Phoenix 29% Las Vegas 81% El Paso 27% Source: ARBITRON, Fall 2010

  12. Hispanic Voter Impact on the 2010 Election The impact of the Hispanic vote in the 2010 midterm elections made a major difference in the outcome of several Gubernatorial and Senatorial races, according to Voto Latino, a 501(C) non-profit, non-partisan organization that does not support/endorse any political party or candidate… • California Governor: Hispanic vote for Jerry Brown: 86% Hispanic share of all voters: 18% Hispanic contribution to Brown: +13.1 • California Senator: Hispanic vote for Barbara Boxer: 86% Hispanic share of all voters: 18% Hispanic contribution to Boxer: +10.1 • Nevada: 25% of Nevadans are Hispanic 12% of all registered voters in Nevada are Hispanic 16% of all voters in 2010 were Hispanic

  13. The Hispanic Voter An Important Voting Bloc in Crucial States State# of Electoral Votes California 55 Texas 38 New York 29 Florida 29 Illinois 20 New Jersey 14 Arizona 11 Nevada 6 202 Electoral votes are clustered in key states with significant Hispanic populations

  14. Marketing to Hispanic Voters • Your message is Relevant to the Hispanic voter when it is delivered via targeted Hispanic radio • This personalized invitation to participate with your candidate or issue will gain heightened Recognitionwithin the community • Use of Hispanic radio as a vehicle to deliver your advertising message will gain Respect from this important constituency Bottom Line? Results !

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