“Hispanics Are An Economic Force,
Corporate America Is Taking Notice”
“…the U.S. Hispanic consumer market is actually as big or bigger than
the GDP of Mexico or Canada. America must acknowledge and
respect the contributions of Hispanics in every aspect of our society.”
- Harvard Journal of Hispanic Policy
(March 2014, “What Would America Be Like Without Hispanics?” By Stephen Balkaran)
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The Hispanic Community Is Growing Dramatically
And Getting Younger
Hispanics Are The Largest Ethnic Group, Driven By Youth,
And Is Expected To Grow Tremendously
1
•
Currently 54M Hispanics in the U.S. - 17% of U.S. population
•
Over the next 5 years, Hispanics will account for 60% of U.S.
population growth 3
•
From 2010 to 2050, the U.S. Hispanic population growth rate is 167%,
compared to 42% growth for the overall U.S. population 3
•
Over 60% of the U.S. Hispanic population is under age 35, with the
median age being 28 3
•
U.S. Hispanic population spends 20 hours a week, listening to music.
•
97% of the U.S. Hispanic population say that they listen to music at
least once a week. 2
Sources: 1) U.S. Census Bureau 2013, 2) Nielsen Multi cultural Music Report, Hispanic Consumers, Aug. 2014.
3) “State of the Hispanic Consumer: The Hispanic Market Imperative,” 2nd Qtr 2012, The Nielsen Company; “The Power of the
Hispanic Consumer,” April 2010, Mercury Media
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2
US Hispanics Are A Powerful Consumer Force
With The Greatest Growth Of Buying Power In America
• In 2009, U.S. Hispanic consumers had $1.04T in
disposable income (10% of U.S. disposable
income)
• By 2017, The Hispanic consumer’s disposable
income will grow 76% to $1.83T dollars
• Currently, if the U.S. Hispanic buying power
was a stand alone country, that country
would rank 14th in the world, ahead of Turkey,
Australia, Saudi Arabia and South Africa
• The per capita income of U.S. Hispanics is
higher than that of Brazil, India and China
Sources: “State of the Hispanic Consumer: The Hispanic Market Imperative,” 2012, The Nielsen Company;
“The Power of the Hispanic Consumer,” 2010, Mercury Media
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Hispanics Are Increasingly Influential Consumers.
Growing Their Income, Education, And Careers!
Millions
Target Persons Trend
Hispanic Adults 18+, 2012 v. 2014
2012
18
2014
+5%
16
14
+15%
12
10
+8%
+12%
8
6
+10%
4
2
0
$75K+ HH Income
Attended College
College Grad. +
Source: 2014 Scarborough Release 1 vs. 2012 Scarborough USA+ Release 1, Hispanic Adults 18+.
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Employed Full-Time
White Collar
Occupation
iHM Hispanics Buy Tickets For Various Entertainment
iHM Hispanics Over-Index vs. Total US
In Buying Entertainment Event Tickets
Likelihood Of Participation In Entertainment Activities (Past Year):
iHM Hispanics vs. Total U.S.
285% more likely to attend an
International soccer game
48% more likely to attend
a monster truck show
67% more likely to go
to the circus
23% more likely to
visit a zoo
Based on 2014 Scarborough USA+ Release 1
5
64% more likely to go to a
amusement/theme park
86% more likely to attend
professional wrestling event
And They Are Passionate About Their Artists Who
Significantly Influence American Culture
Pitbull and Enrique Iglesias at the
iHeartRadio Music Festival 2012
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Hispanic population in Orange County 338,844 alone
Buying Power: $121.8 Billion Dollars
1/3 have a $50K+ household income
Average Age: 34 years old
38% of Hispanics are Spanish dominant
84% of Hispanics are Bilingual
24% of Hispanics are English dominant
54% own a residence
Hispanics start families at a younger age and have larger families
54% have 4+ residents in the household
The Hispanic community has increased 125.1% from 2000 to 2013
From 1990 to 2010, the Hispanic population in Florida increased from 1.5 million to 4.2 million; a growth
rate of an astounding 267 percent
• Florida has more than 4.48 Million Hispanics and has the third largest Hispanic population in the U.S.
•
•
•
•
•
•
•
•
•
•
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•
Gender
Gender-Balanced, Skewing
Hispanics Per County
Osceola
45.5%
Orange
26.9%
Seminole 17.1%
Polk
17.7%
Volusia
11.2%
Lake
12.1%
Brevard
8.1%
Slightly Female
Wom
en
55%
Household Income Levels
Average HH Income is $49,092 per Year
15%
< $25K
Age
80% are 18-54 Years Old
31%
26%
$25K-$35K
12%
$35K-$50K
$50K-$75K
7%
9%
$75K-$100K
$100K+
Education Summary
High School Graduate+
41%
9%
29%
13%
55-64
11%
65+
9%
45-54
16%
18-24
16%
[CATEGOR
Y NAME]
[VALUE]
8%
< High SchoolHigh School GraduateSome College College GraduatePost Graduate +
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Men
45%
35-44
18%
The #1 Hispanic Platform in Central Florida
Call Letters: WRUM-FM
Dial Position: 100.3
Format:
Tropical – an
international blend of
Salsa, Merengue,
Bachata and Reggaeton
Website:
RUMBA100.COM
Target Audience:
Women 25-54 and
Adults 25-54
Coverage Area: Marion, Sumter, Lake,
Seminole, Orange,
Volusia, Osceola and
Flagler Counties
Los Anormales: John Musa, Jenny
Castillo, Casper & Alejandro
M-F 6a-10a
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www.rumba100.com
Raymond
Torres
M-F 10a-2p
• The one and only Hispanic Station with over 10 years of format and
programming consistency in the market
• Only Hispanic Station in the market with 8+ counties of crystal clear
coverage
• #1 Hispanic Station Adults 18-49
• #1 Hispanic Station
Adults 25-54
• #2 Station in General
Market Adults 25-54,
z
May 2015 Book
• 325,000+ on air
listeners each week!
• 110,000+ listeners
through RUMBA 100.3
El Relajo: La Gitana, Franchy
& DJ Anthony
M-F 2p-7p
Gaby
Calderon
M-F 7p-12a
Nataliz
Jimenez
Sat-Sun 10a-3p
2500 Maitland Center Parkway, Suite 401, Maitland, FL 32751 407-916-7800
WRUM-FM/Orlando
Hispanic Consumers Are Among The Most
Significant Listeners Of Radio In The U.S.
Weekly TSL to Radio
Hispanics vs. Total Population by Demo
Total Population
Hispanic Population
Index
101
13:20
Index
105
13:28
11:26
Adults 18+
Index
103
Index
104
12:31
12:03
Adults 18-34
13:00
Adults 18-49
Source: Nielsen Audio, Radar 123, Dec 2014, Weekly TSL Persons, Mon-Sun 6a-Mid, All Stations, Listeners.
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13:23
13:44
Adults 25-54
iHM Has A Huge Hispanic Reach
More Hispanics Than Any Competitor
39.8M+
Hispanic Fans Reached Monthly
16.8M
iHM Monthly Digital Cume
163
iHM Hispanic Stations
39.8
MM
22.4
18.8
18.1
15.6
9.3
iHeartRadio Hispanic
Network
Univision TV
Telemundo
Univision Radio
Broadcast Only
Source: Nielsen Audio, Nationwide Fall 2013, MS12M12M, 4 Week Reach; Digital - iHM Internal, Jan 2015,
Nielsen NPOWER Reach & Frequency Report, Hispanic Sample, Jan. 2015, Mon-Sun 6aMid, 6 minute qualifier, Live+SD. P12+
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UniMas TV
Spanish
Broadcasting
iHeartMedia
2500 Maitland Center Parkway
Orlando, Florida 32751
Key Takeaways
U.S. Hispanics are a rapidly expanding, young and powerful
consumer force. They are a community with diverse cultures,
identities and levels of assimilation into mainstream culture
Radio is essential to their lives. It’s a link to their past and the bridge to
their future providing local community-oriented & enriching content
everyday
The iHM Hispanic community is filled with young, affluent and familyoriented listeners with considerable disposable income
iHM Hispanics are proven spenders across key consumer categories,
resulting in big opportunities for advertisers
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