As the radio industry works to adapt to Nielsen Audio’s new three-minute listening qualifier, fresh data presented at the 2025 Hispanic Radio Conference offers an early look at how the rule change is affecting Spanish-language formats, and the results are significant.
Nielsen had previously revealed that the implementation of the new rule in January – which reduced the required continuous listening time from five minutes to three – coincided with a significant increase in reported radio listening. Average quarter-hour audience levels grew from 6.43 million persons in January 2024 to nearly 7.8 million in April 2025, a 21% increase over the 15 months.
Compared to the final quarter of 2024, listening among Hispanic audiences grew between 15% and 21% year-over-year, depending on age group. For Spanish-dominant Hispanic listeners, the gains were strongest, with a 21% increase for the total audience 6+ and for adults 18–49 and 25-54.
During the HRC 2025 presentation, Nielsen Audio Managing Director Rich Tunkel noted that Spanish-dominant growth was further influenced by a January adjustment to the Spanish-dominant population estimate, which increased by 3%. However, even with that adjustment, he emphasized that engagement trends are rising across the board, signaling authentic audience momentum for Spanish-language broadcasters.
That momentum is especially visible when comparing format performance. Nielsen data from Q4 2024 to Q1 2025 showed that Spanish Variety saw a massive boom, with 127% growth. Mexican Regional saw an 18% AQH increase, while Spanish Adult Hits and Spanish Contemporary rose 14% and 10% respectively. In the key 18–34 demographic, Spanish Religious led with a 200% increase, and Spanish Oldies improved by 121%. Spanish Adult Hits (34%), Spanish Hot AC (+53%), and Spanish Tropical (+20%) were also notable beneficiaries.
Total AQH for Spanish-language formats rose 15% quarter-to-quarter, just slightly behind the 17% lift seen across the top 20 English-language formats, while the 18-34 demo had an average 20% positive change, outpacing English-language formats at 16%.
Still, the competition for attention is intensifying, especially as digital platforms pull listeners in multiple directions. Nielsen’s Fragmentation of Radio Audiences chart showed that a majority of Hispanic radio listeners are also highly engaged with social and streaming platforms. In 2024, 63% used Instagram monthly, followed by 43% on TikTok, 40% on YouTube Music, and 35% on Spotify. Podcasts were used monthly by 31%, while traditional audio competitors like Pandora (21%), Amazon Music (16%), and Apple Music (14%) lagged.
The figures were further analyzed and extrapolated by a panel including international programming consultant Bob Perry, Audacy Houston SVP/Market Manager Sarah Frazier, and Spanish Broadcasting System West Coast Programming VP Juan Carlos Hidalgo.
As soon as you mentioned the ultra corrupt name of Juan Carlos Hidalgo in your report, it automatically lost all its credibility!, and it automatically riced all the red flags because Juan Carlos Hidalgo is part of the ultra corrupt group of program directors and radio consultants who have been taking tens of millions of dollars to promote the Narco Music from the drug cartels on different radio networks like SBS (Spanish Broadcasting Systems), Entravision, Univision, and others!! The FBI, the DEA, and the Interpol, they should investigate the books, and the accounting of very crooked radio networks like SBS, Entravision, Univision, and Others who have been taking millions of dollars from the Drug Cartels using radio consultants to funnel the money through the hands of this very sophisticated network cartel of scumbags who have been littering our airwaves with the worst Narco Music that you could ever imagine! There is no music that is played at any Mexican Radio station unless they are part of this Cartel of corrupt idiots who are playing Narco singers like Peso Pluma, Nataniel Cano, Alagres del Barranco, Larry Hernandez, and others while the radio owners, and their top radio consultants and music directors, they pocket millions of dirty money from the drug Cartels!!
Pepe Garza from the Libermens was also part of this band of scumbags!! Eduardo Leon!! and others are deeply involved in this shitty hole that stink like real shit!!
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