Page 41 - HISPANIC MARKET OVERVIEW - 2018-complete

2018 HISPANIC MARKET OVERVIEW, presented by López Negrete Communications
MÚSICA MATTERS
What new trends is Nielsen seeing among U.S. Hispanic consumers, in particular as it pertains to music? Stacie deArmas, VP of Strategic Initiatives and Consumer Engagement, shares with Hispanic Market Overview the latest insights on how Latino listeners are discovering and consuming more music than ever.
“Let me start by saying at Nielsen, we often share Nielsen insights about how time spent listening to music is growing,” deArmas says. “But, it is fascinating to unpack the why! As popular music evolves and how people access and enjoy it evolves you can’t deny that technology has impacted music and the listenership journey.”
The biggest trend she sees is how the very experience of music consumption is being altered and influenced by technology.
“For example, fans—and in particular—Hispanic fans are deeply engaged in the conversation surrounding music, artists, music production, and even music consumption. In fact, a full 70% of Hispanics follow artists they like on social channels. Another 50% discover live music events on Facebook. That connectivity and dialog is important to them.”
Latinos engage with recording artists, commenting on their work, and engaging with brands that have a relationship with their favorite artists.
“Some 34% of Hispanics are more likely to view a brand favorably if they sponsor a concert or tour,” deArmas says. “These behaviors have elevated the fan’s very relationship
with music. So, the biggest trend is really this totalizing of the music experience.”
Streaming audio is certainly a big contributor to Latin music consumption. What can a Hispanic radio station do to become the first place lovers of Spanish-language music go?
“Well, the number thing they can do is DON’T CHANGE,” deArmas responds
emphatically. “The fact is, every year, the number of Hispanics listening to weekly radio has grown, with nearly 42 million Hispanics 12+ tuning in weekly as of December 2017. Radio has a 98% reach. It’s really remarkable.
“Among all the streaming discussion, the fact is that Hispanics use radio nearly every day— at minimum five days a week, and in some demos more. What is most interesting about that is why.”
One of the things Latinos love about streaming is playlists. According to deArmas, some 38% create them. But, she adds, here is where Radio has an advantage.