Hispanic Listeners and Rock Radio

In my most recent blog I admitted that I had nothing to add to insights into Hispanics and Country radio that have been presented recently by Edison.

But I was able to review a set of recent Rock radio music tests. Please note that this is all based on listeners 30+. The results should not be projected against 18-34 or against current music.

I found some interesting things that I'd like to share with you:

Top Testing Songs that Lean Hispanic

Here are the 10 most Hispanic leaning songs, based on Rock music tests:

1. SANTANA / OYE COMO VA
2. SANTANA / EVIL WAYS
3. BEATLES / LET IT BE
4. SANTANA / BLACK MAGIC WOMAN
5. BILLY JOEL / MY LIFE
6. PAT BENATAR / HIT ME WITH YOUR BEST SHOT
7. JOURNEY / FAITHFULLY
8. JOURNEY / OPEN ARMS
9. PHIL COLLINS / IN THE AIR TONIGHT
10. ELTON JOHN / YOUR SONG

Top Testing Songs that Lean Away from Hispanics

Here are the 10 most White leaning songs, based on Rock music tests:

1. ROLLING STONES / GIMME SHELTER
2. CROSBY STILLS NASH AND YOUNG / OHIO
3. WHO / PINBALL WIZARD
4. WHO / WON'T GET FOOLED AGAIN
5. STEPHEN STILLS / LOVE THE ONE YOU'RE WITH
6. CROSBY STILLS AND NASH / SUITE: JUDY BLUE EYES
7. ALICE COOPER / SCHOOL'S OUT
8. ROLLING STONES / YOU CAN'T ALWAYS GET WHAT YOU WANT
9. NEIL YOUNG / SOUTHERN MAN
10. DEEP PURPLE / SMOKE ON THE WATER

What do you think? Do you see a pattern (beyond the obvious lean of Santana)?

 

Passion Levels

Within the top 100 testing songs, the average Popularity Index score:

Hispanics: 87%

White: 86%

 

Conclusion:

There is statistically no difference in the amount of passion Hispanic listeners feel for rock compared to White listeners. There are some differences in taste. But a rock station with an emphasis on 30+ listeners should have no trouble designing a base library of music that works for Hispanic listeners.

Now, we just need to update this for 18-34 listeners. Any takers?