Hispanic internet radio listeners show significant response rates to digital audio ads, according to an August 2012 study from TargetSpot, conducted by Parks Associates. 14% of Hispanic listeners responded to an ad by making a purchase, while 26% visited a company’s website and 22% searched online for more information about a product or service. Other actions taken include: clicking on an ad (18%), becoming a fan or friend (17%), and visiting a retail location (12%).
Overall, Hispanics demonstrate higher response rates to digital audio ads when compared with the general population listening sample. 61% of Hispanic listeners recalled seeing or hearing an internet radio ad in the previous 30 days, and 61% responded to the ad in some way as well, compared to 58% recall and 44% response from the general population. Read the rest at MarketingCharts.