HISPANIC REGGAETON IS RADIO MARKET BRIGHT SPOT

“Reggaeton is arguably the most influential radio format of the past year behind only, perhaps, the DJ-free, all-purpose Jack. And while reggaeton, a kind of Latin hip-hop, isn’t confined to Hispanic-targeted stations — listeners are just as likely to find Daddy Yankee on a top 40 station — it has opened up a whole new demographic for Hispanic radio advertisers.

Hispanic radio represents one of the category’s few bright spots. Hispanic radio revenue growth outpaced the general market in 2005, and that momentum is expected to carry through 2006. Plus, radio comprises a much larger share of Hispanic ad spending than it does in the general market — 21.5% vs. just under 5%, based on data from HispanTelligence….”

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