•The Hispanic Market is the FASTEST GROWING POPULATION base in the U.S. In fact, the Hispanic market has led the U.S population growth in the last 10 years, while the total market population declined from 69% to 64%.

•More than 50 percent of the U.S. population growth between 2000 and 2010 was driven by increases in the Hispanic population – which grew by 43 percent.

•Today the Hispanic population in the U.S. is estimated at 50.5 million, up from 35.3 million in 2000.

•Hispanics clearly make up the second largest group in the country with 16% of the total U.S. population.

•Projected to reach 80 million by 2020...only 9 years away.

•The Hispanic market also is responsible for contributing almost ONE TRILLION dollars in buying power in 2011. That is a 457% increase over 1990 compared to a 176% increase for non-Hispanic buying power. This is a highly desirable consumer group!

•Geographically, 76% of Hispanics still live in nine states that have large, long standing Latino communities – California, Florida, New York, New Jersey, Texas, Colorado, Illinois, New Mexico and Arizona.

•In 2000, 50% of Hispanics lived in California and Texas alone. In 2010, that share was 46%.Despite this shift there are more Hispanics living in Los Angeles (4.7 million) than in any other state except California and Texas.

•You can reach almost 75% of all U.S. Hispanics in the top 10 markets. (Los Angeles, New York, Miami, Houston, Chicago, Dallas, San Francisco, Phoenix, San Antonio and McAllen)

•The Hispanic population growth has been most dramatic in “emerging” states…the Hispanic population more than doubled in Alabama, Kentucky, North Carolina, and Tennessee and nearly doubled in Georgia and Virginia.

•In New Mexico, the Hispanic population eclipsed the non-Hispanic population and now makes up more than 46% of the states population vs. 40% for non-Hispanic whites.

•There are over 500,000 New Hispanic immigrants each year.

•Hispanic Americans have become the largest minority in the nation.

•The U.S. Hispanic population is diverse. (Mexican 66%, Central/South American 14%, Puerto Rican 9%, Cuban 4%, other 7%) …and Hispanic radio addresses the diversity within the Hispanic community ….different Hispanic formats and personalities give each listener something unique.

•Hispanic families are larger and younger. Hispanic Household size is 3.5 and the Median Age is 27 compared to Total U.S Household size 2.7 and the Median Age is 38.

•The past decade was the first since 1960’s when the number of Hispanic births surpassed the number of immigrants. So, although immigration numbers are huge, the real growth among Hispanics is coming from U.S. births.

•The number of Latino children grew 39% over the decade. Today Hispanics account for 23% of children under the age of 18.

•Hispanics consume media differently and respond to advertisements differently than the general market. Understanding these differences will significantly increase the success of a campaign and create new customers.

•80% of Hispanics learn Spanish as their first language; Language “preference” does not mean “ability”. 70% of Hispanics in the top markets can comprehend English.

•Commercials in Spanish are over 60% more effective at increasing awareness levels than commercials in English.

•Hispanics are very brand conscious and brand loyal (they stick with the brand they know). 92% are likely to buy the best-known brand that has been around for a long time.

•Hispanics prefer radio (50%) to any other media, T.V. (43%) and Print (7%)

•Hispanic radio reaches 97% of all Hispanic persons 12+ each week.

•The growing population propels the growth of Spanish radio. The number of Spanish Language radio stations has almost tripled in the last decade.

•Hispanic radio stations show up routinely at the top of a general market ranker in key markets and duplicate less than 10% with English radio stations.

Source: 2010 U.S. Census