Hispanics receptive to radio advertising

FMQB is reporting that the Radio Advertising Bureau (RAB) has released findings from the Radio Ad Effectiveness Lab (RAEL) "Personal Relevance Two: Radio’s Receptive Ad Environment" report, which finds that radio's receptive ad environment:

1. Is especially strong among African-Americans and Hispanics; even more so with Spanish-dominant Hispanics)
2. African-American and Hispanic populations show additional, unique emotional connections and strong bonds with their radio stations.

Specifically, African-Americans and Hispanics accepted radio ads more than TV or Internet ads and associated radio spots with "fun" and "honesty" more than other groups.

Here is a quote from RAB President/CEO Jeff Haley that is in the article:

“...This new study from RAEL provides valuable insights into the special relationship that these segments have with Radio and their super-receptivity to advertising on their radio stations. The results ... make it clear that a strong radio presence is essential to a robust multicultural marketing initiative.”