A full-featured buying tool used by agencies and advertisers who target Hispanic radio audiences across the United States.
The Hispanic Market Service is a robust, full-featured information service for 24 Hispanic markets that runs through Tapscan™ as well as Donovan, Strata, and other third party processing systems used by agencies, advertisers and radio stations across the United States.
Based solely on the Hispanic diaries tabulated for our syndicated reports,
the Hispanic Market Service is used today by more than 250 advertising agencies
that plan and buy a significant portion of the dollars spent nationally on Hispanic
radio.
It is an important tool that advertisers and agencies currently use when planning and placing radio commercial schedules to reach Hispanic listeners.
The Hispanic Market Service combines two surveys of sample (Winter/Spring and Summer/Fall) to deliver robust sample sizes for dozens of important Hispanic demographics.
Arbitron is proposing to enhance a limited number of markets reported in this service through the introduction of weighting by language preference. A key factor that would determine when and for how many markets we would add language weighting is the availability of appropriate universe estimates for the language preference of Hispanics.
(Not all would be enhanced with language weighting)
| Albuquerque | Monterey-Salinas-Santa Cruz |
| Austin | New York |
| Bakersfield | Orlando |
| Chicago | Phoenix |
| Dallas-Ft. Worth | Riverside-San Bernardino |
| Denver | Sacramento |
| El Paso | San Antonio |
| Fresno | San Diego |
| Houston-Galveston | San Francisco |
| Las Vegas | San Jose |
| Los Angeles | Tucson |
| Miami-Ft. Lauderdale-Hollywood |
| McAllen-Brownsville |
| Boys 12-17 | Girls 12-17 |
| Men 18-20* | Women 18-20* |
| Men 21-24 | Women 21-24 |
| Men 25-34 | Women 25-34 |
| Men 35-44 | Women 35-44 |
| Men 45-49 | Women 45-49 |
| Men 50-54 | Women 50-54 |
| Men 55-64 | Women 55-64 |
| Men 65+ | Women 65+ |
Discrete cells can be “summed up” by the reporting software to produce
broader demographics:
Women 25-34 +Women 35-44 +Women 45-49 +Women 50-54 = Women 25-54
* Not available as a separate, reportable demographic in third party reporting systems. Separating this segment in the data set enables systems to “sum up” the remaining demographics to produce a 21+ demographic, which used to plan commercial schedules for adult beverages and gaming venues.
| Dayparts | AQH | Cume | Exclusive Cume |
|---|---|---|---|
| Mon-Fri 6am-10am | • | • | • |
| Mon-Fri 10am-3pm | • | • | • |
| Mon-Fri 3pm-7pm | • | • | • |
| Mon-Fri 7pm-Mid | • | • | • |
| Mon-Fri 6am-7pm | • | • | |
| Mon-Fri 6am-Mid | • | • | |
| Mon-Fri 6am-10am+3pm-7pm | • | • | |
| Mon-Fri 1am-5am | • | ||
| Sat 6am-10am | • | • | |
| Sat 10am-3pm | • | • | |
| Sat 3pm-7pm | • | • | |
| Sat 7pm-Mid | • | • | |
| Sat 1am-5am | • | ||
| Sun 6am-10am | • | • | |
| Sun 10am-3pm | • | • | |
| Sun 3pm-7pm | • | • | |
| Sun 7pm-Mid | • | • | |
| Sun 1am-5am | • | ||
| Sat-Sun 6am-Mid | • | • | |
| Mon-Sat 6am-10am | • | • | |
| Mon-Sat 10am-3pm | • | • | |
| Mon-Sat 3pm-7pm | • | • | |
| Mon-Sat 7pm-Mid | • | • | |
| Mon-Sun 6am-Mid | • | • | • |
| Mon-Sun Mid-6am | • | • | |
| Mon-Sun 6am-6am | • | • | |
| Mon-Sun 1am-5am | • | • | |
| Sat-Sun 10am-7pm | • | • |
| Mon-Fri 5am-6am through Mon-Fri Mid-1am |
| Sat 5am-6am through Sat Mid-1am |
| Sun 5am-6am through Sun Mid-1am |
TAPSCAN™ is a trademark of TAPSCAN Inc., used under license.