April was definitely spring ahead time for radio’s most popular Spanish-language format. Regional Mexican radio bounced back in Nielsen’s PPM markets, after two years of across-the-board ratings declines. Among listeners aged 6+, the format rose from a 3.2 share in April 2015 to a 3.7 this April.
That puts it back on track with the 3.7 share it had in April 2014 but just shy of the 3.9 it notched in April 2013. Regional Mexican’s year-over-year gains were slightly larger in 18-34, where it rose 4.5-5.1 since April 2015 but fell short of its marks in April 2014 (5.2) and April 2013 (5.6). Likewise, 25-54 bounced back 4.0-4.6 from April 2015, putting regional Mexican ahead of April 2014 (4.5) but still short off the 4.7 it hit three years ago.
Meanwhile, Spanish contemporary set a new April ratings record in the 25-54 demo with a 2.9 share, up from a 2.7 share last April. That marks a second consecutive year of growth in the Money Demo. Among listeners aged 6+, Spanish Contemporary’s 2.6 share is just one-tenth of a point off its all-time high of a 2.7and up for a second year in a row. The format performs best among 18-34 year-olds, where it jumped 2.7-3.1 from April 2015 to tie the April number set in 2013.