Mexican/Puerto Rican formats?

[ajhenderson]

I read a lot about Spanish-language stations but primarily read about Mexican formats. Do stations in the U.S. catering to people of Puerto Rican origin run a tropical/salsa format or something else?

Also, it seems Regional Mexican is pretty much the top "Spanish" (language) format appealing to listeners in the western U.S., but if a city with a growing Hispanic population consisting mostly of people from Mexico were to start a station, would this be the one to go with?

Not my situation, but I get confused by some of the variations here with sooo much selection. Thanks

 

[Joseph_Gallant]

Although there are a lot of people of Cuban (especially in south Florida), Puerto Rican, Dominican and El Savadoran ancestry along the East Coast, the great majority of Hispanics west of the Appalachians are Mexican-Americans.

By contrast, there are relatively few Mexican-Americans along the East Coast.

If you were programming a Spanish-language station in Florida, you'd want to target Cubans (or maybe El Salvadorans; that community is rapidly growing in Florida). Elsewhere on the East Coast, you'd want to target Puerto Ricans (but again, there are some other Hispanic groups in some cities that you might want to program to if they're large enough).

But anywhere else, if you're programming in Spanish, target Mexican-Americans.

 

[davideduardo]

> I read a lot about Spanish-language stations but primarily
> read about Mexican formats. Do stations in the U.S. catering
> to people of Puerto Rican origin run a tropical/salsa format
> or something else?

In the US, except for Orlando, the Puerto Rican population is going int the 3rd generation. For that reason, the younger Puerto Ricans do not listen to Spanish radio at all.

In New York, the biggest group of Spanish language radio users are Dominican, followed by Colombians and Ecuadorians. Puerto Ricans are in 4th place.

Also keep in mind that in Puerto Rico, salsa is the second rated format, after pop and ballads.

Again, the real issue is that most US Puerto Ricans today do not use Spanish radio as they are assimilated long ago. The last net oubound migration of Puerto Ricans ended in the late 60's, so there are not many leaving the Island. Orlando is the only market where a lot of new Puerto Rican migrants have gone.

>
> Also, it seems Regional Mexican is pretty much the top
> "Spanish" (language) format appealing to listeners in the
> western U.S., but if a city with a growing Hispanic
> population consisting mostly of people from Mexico were to
> start a station, would this be the one to go with?

Averages show that about 70% of the Spanish language audience in the Southwest goes to some form of regional Mexican. This is followed by reggaeton and AC as the second place formats.
>
> Not my situation, but I get confused by some of the
> variations here with sooo much selection. Thanks

There are as many formats in Spanish as in English. For example, there is CHR regional, regional oldies, etc. And there is AC for all naitonalities, Mexican torpical, Caribbean tropical, pop/CHR, and a number of others that work int he US.

 

[davideduardo]

> Although there are a lot of people of Cuban (especially in
> south Florida), Puerto Rican, Dominican and El Savadoran
> ancestry along the East Coast, the great majority of
> Hispanics west of the Appalachians are Mexican-Americans.
>
> By contrast, there are relatively few Mexican-Americans
> along the East Coast.
>
> If you were programming a Spanish-language station in
> Florida, you'd want to target Cubans (or maybe El
> Salvadorans; that community is rapidly growing in Florida).

Miami is 50% Cuban, followed by Colombians, Venezuelans and Nicaraguans and Puerto Ricans.

Orlando is 80% Puerto Rican, with the rest Mexican. Ft. Myers are is mostly Mexican, and Tampa is predominantly Mexican, with Caribbean next. Tampa Cubans are about 4th generation, so they do not use Spanish radio.

> Elsewhere on the East Coast, you'd want to target Puerto
> Ricans (but again, there are some other Hispanic groups in
> some cities that you might want to program to if they're
> large enough).

In the Northeast, most under 50 Hispanics that speak Spanish are not Puerto Rican. For example, in NY, less than 10% of Spanish radio is used by Puerto Ricans, so this group is only viable for an old, old demo format.

In DC, there is a unique large Salvadoran community, and the rest is very mixed, lots of Colombians especially. In VA, Carolinas, GA, N. Fla, it is all Mexican.
>
> But anywhere else, if you're programming in Spanish, target
> Mexican-Americans.

Actually, you are targeting mostly Mexicans. Born here Mexican Americans listen to English radio predominantly. The Spanish language audience is almost all first generation and born abroad.

Every market is different. The only consensus format that unites all groups is Reggaetón... but it only reaches under-35 audience.
>