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BIA 2nd Edition of Hispanic Radio Directory Covers Nearly 2,000 U.S. AM & FM Stations, Illustrating Diversity of the Population, Formats and Ownerships

Apr 22, 2024

CHANTILLY, Va. (April 22, 2024) – BIA Advisory Services has published the second edition of its Hispanic Radio Station Directory, a free comprehensive guide to the diverse cross-section of Spanish-language stations in the U.S. and Puerto Rico. Included are nearly 2,000 commercial and non-commercial AM and FM stations in over 100 different formats that appeal to various Hispanic target segments. A companion report accompanies the directory and features proprietary analysis into the Hispanic radio market.

“The directory is focused on the valuable data advertisers, broadcasters, policymakers, and other marketing and industry leaders need to understand and target the Hispanic audio landscape,” said Rick Ducey, managing director at BIA Advisory Services. “Hispanic radio delivers incredible value in the market, as evidenced by Nielsen data indicating that radio is the dominant platform to reach Spanish speaking consumers.”

Highlights the guide reveals, include:

  • Three-quarters (73.7 percent) of Spanish stations are owned by group operators and are in ranked markets (78.1 percent).
  • Over 40 percent of Spanish-speaking stations are in the top 25 markets.
  • Most of the stations are FM, FX (translators), or HD subchannels. Of these 1,867 stations, 474 are AM stations.

“The presence of Hispanic radio in the major markets is profound but not as recognized in the advertising market,” said Nicole Ovadia, VP Forecasting and Analysis, BIA Advisory Services. “We’ve developed this guide to better serve the community and to encourage commerce between marketers and local stations. We are also proud to be members of the Hispanic Radio Alliance where we offer this directory for our cooperative efforts to drive revenue for Hispanic radio.”

BIA’s Hispanic Radio Station Directory includes key details for stations in the U.S., including call signs, station format (e.g., Tejano, Mariachi, Ranchera, Salsa, CCTV News, Educational), market name and rank, owners, and parent companies. The data in the Hispanic Directory is a subset of the full set of data BIA maintains in its comprehensive Media Access Pro™(MAPro) broadcasting and publishing industry database. The database delivers over two thousand fields of data on 30,000-plus organizations in the United States, Canada, and Mexico.

The Hispanic Radio Station Directory, along with a companion report, is available for free download here from BIA’s website.

About BIA Advisory Services

BIA Advisory Services is the leading authority for data-centered insights, analysis, strategic consulting, and valuation services for the local media industry. Since 1983, BIA has been a valuable resource for traditional and digital media companies, brands and agencies, the financial and legal community serving media and telecom, as well as the FCC and other government agencies. Today, we offer comprehensive local market advertising intelligence in our BIA ADVantageTM service to help clients discover the path to their best opportunities. Learn more about our offerings at http://www.bia.com.

Media Contacts:
MacKenzie Lovings
(703) 802-2991
mlovings@bia.com

Robert Udowitz
(703) 621-8060
rudowitz@bia.com