What Medium Reaches Hispanics Most Effectively?

In a world of countless marketing mediums, it can be a challenging task to choose the media outlets that will garner the greatest reach. The importance of choosing a target market is clear, yet delivering your message through the appropriate medium is equally as vital to ensure your message is delivered in the most profitable way.

The media consumption habits of each demographic vary and those habits will to dictate the success of your campaign. The Hispanic market, although very lucrative, is also very diverse. They are composed of men, women, adults, children, and teens and they all have different interests and media consumption habits. They key to choosing the appropriate medium to carry out your campaign is determined by which type of media your target market is consuming. Therefore, research is imperative in segmenting your target market. Applying this extensive research to Hispanics specifically will yield considerable benefits in your Hispanic marketing campaign.

In the Hispanic community, one medium has statistically risen above the rest in terms of universal reach. According to a study by Arbitron, radio has a 95 percent reach among Hispanics. Radio has reached men and women equally and maintained high impact among ages 18 through 54. This significant reach penetrates the majority of the Hispanic community, proving to be an obvious medium for any marketer marketing to adult Hispanics.

Don’t be fools, use your tools

Fortunately, the web provides tools to aid your analysis such as www.compete.com which allows you to research websites and find demographics of its viewers.  Additionally, www.Arbitron.com allows you to view radio ratings by demographic to determine who is listening to which stations. Additionally, www.nielson.com conducts thorough research about consumer viewership habits. Both websites posts articles, statistics and webinars related to consumer demographics, giving you tools to help improve your campaign.

Ideally, utilizing every media outlet would be the best way to universally reach your market; however, due to the high cost of advertising, this doesn’t make sense financially for most companies. This is why choosing one or two outlets, depending on your budget, is more feasible to help disseminate your message to the mass of your target demographic.

Arbitron (2010). Hispanic radio today: how Hispanics listen to radio. Radio today series