As Angie Balderas, the SVP of Entravision Communications’ Sacramento, Stockton and Modesto, Calif., radio stations sees it, the pandemic hit the Spanish-language radio industry in the U.S. “probably harder than any other traditional media.”
Why? Stay-at-home ordinances and remote work mandates eliminated the daily commute. As a result, from her perspective, in-car radio listening and ad revenue “plummeted” during the early months of the global COVID-19 2020 shutdown.
Now, dollars are surging, she says.