Where opportunity abounds
Hispanic radio listeners are more likely than the general population to plan major household purchases in the next year, according to MRI-Simmons data reported in the guide: 66% more likely to buy a home theater system, 53% more likely to lease a vehicle.
Purchase intent data closes the loop between audience and revenue. MRI-Simmons data reported in the guide finds Hispanic radio listeners over-indexing on exactly the high-ticket categories that regional businesses sell: home electronics, vehicles, furnishings and dining. The same data shows Hispanics 63% more likely to purchase a second house or vacation home and 27% more likely to build an exterior addition to their home.
These are national figures, not a Bay Area survey, but the categories are the ones regional businesses sell. Businesses that connect with these consumers, in the trusted channels they already use, stand to benefit directly.
The guide ends where strategy should begin: growth is not about reaching more people, it is about reaching the right people in the right environments with messaging that resonates in both language and culture. For businesses from Main Street to Madison Avenue, this market is where that growth is going next.
Put this market intelligence to work.
Chamber members reach the businesses, media partners and civic leaders acting on these numbers across the Bay Area.
