It’s no secret that U.S. Hispanics are more influential than ever when it comes to fashion trends, the introduction of new consumer packaged goods, or where they enjoy dining out. Today’s Latino consumer is also playing a major role in music trends.
But how are Hispanics consuming music? Radio plays a big role — even as Latinos overindex on the use of streaming audio.
In this Hispanic Radio Podcast, Stacie deArmas, VP of Strategic Initiatives and Consumer Engagement at Nielsen, discusses what’s driving the Latin music lover, in this engaging conversation with RBR+TVBR Editor-in-Chief Adam R Jacobson.
For Jacobson, a key word comes to mind when thinking of the strong bond between a Hispanic radio station and its listeners: experiential.
He says, “We see so many benefits from a brand that does very community-oriented things, and helps build a brand to a particular Hispanic consumer. This dovetails nicely into the continued use of streaming audio among Latin consumers. What can a Hispanic radio station do to become the first place of lovers of Spanish-language music?”
To hear deArmas’ answer and more in this 11-minute podcast full of great facts and insights, click on the player below: