Edison Media Research President, Larry Rosin, will present The Hispanic American Relationship to Country Radio and Music, at Belmont University’s Massey Performing Arts Center today at 4:00 PM. This is an encore presentation of the study which was the most talked about panel at this year’s Country Radio Seminar. Point being – Country radio may be missing out on a financial windfall by neglecting America’s fast-growing Hispanic population, suggests the study of 600 Hispanics nationwide, age 12-49, and their relationship with Country music. Commissioned by Country Radio Broadcasters, the study was conducted by Edison to examine the growth potential of the format among America’s most rapidly expanding demo. The event offers another opportunity for those who were unable to attend the presentation at the 38th Annual Country Radio Seminar.
The study revealed 24% of Hispanics in America already listen to country music and 40% don’t but are open to it. Because of this, Rosin said, Country stations should see the Hispanic community as a large area of opportunity.
Taking census data and survey results into consideration, about 10 million Hispanic Americans already listen to Country radio and an additional 16.5 million are possibly waiting for an invitation to tune in.
Immediately following the presentation, there will be an discussion about the study by representatives of various segments of the Country music industry, including: Mike Dungan, President Capitol/Nashville; Kevin King, Program Director, WSM-FM; Gary Overton, EVP/GM EMI Music Publishing Nashville; Bobby Roberts, CEO The Bobby Roberts Company (Talent Agency); and Rick Trevino, Warner Brothers Records (Recording Artist).