BIA Releases the 2nd Edition of its Hispanic Radio Directory: It Reveals Diversity of the Population, Formats and Ownerships

Author: MacKenzie Lovings, SVP Marketing, BIA Advisory Services

BIA is excited to release the second edition of its Hispanic Radio Station Directory, which is a free comprehensive guide to nearly 2,000 commercial and non-commercial AM and FM stations. A quick analysis of the 100 different formats being broadcast by these stations shows the appeal to various Hispanic target segments.

Along with the directory, we’ve also prepared a companion report that offers analysis into the Hispanic radio market. Here are a few highlights:

• Three-quarters (73.7 percent) of Spanish stations are owned by group operators and are in ranked markets (78.1 percent).
• Over 40 percent of Spanish-speaking stations are in the top 25 markets.
• Most of the stations are FM, FX (translators), or HD subchannels. Of these 1,867 stations, 474 are AM stations.

Examining the analysis, BIA’s Managing Director, Rick Ducey, has this to share, “Our directory is focused on the valuable data advertisers, broadcasters, policymakers, and other marketing and industry leaders need to understand and target the Hispanic audio landscape. Hispanic radio delivers incredible value in the market, as evidenced by Nielsen data indicating that radio is the dominant platform to reach Spanish speaking consumers.”

BIA’s goal for this effort is to better serve the community and even encourage commerce between marketers and local stations. BIA’s VP of Forecasting and Analysis, Nicole Ovadia, is a member of the Hispanic Radio Alliance where BIA is pleased to offer this directory for our cooperative efforts to drive revenue for Hispanic radio.

Here’s what is included in the Hispanic Radio Station Directory: station call signs, station format (e.g., Tejano, Mariachi, Ranchera, Salsa, CCTV News, Educational), market name and rank, owners, and parent companies. The data in the Hispanic Directory is a subset of the full set of data BIA maintains in its comprehensive Media Access Pro™(MAPro) broadcasting and publishing industry database of over 30,000-plus organizations in the United States, Canada, and Mexico.

To download the Hispanic Radio Station Directory and accompanying report, please visit this link.