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National Association of Broadcasters
Hispanic community relies on local broadcasters.

Hispanic Community Relies on Local Broadcasters

September 28, 2022

Broadcasters live in your communities and know the people they serve. Broadcast radio and TV maintain above-average reach to Hispanic Americans, who rely on broadcasters’ localism, trustworthy news and Spanish-language coverage to get the information and entertainment they need.

Radio reaches 97% of Hispanic adults in the U.S. each month.

Stations Cover Hispanic Heritage Month News and Events

When Hispanic Heritage Month celebrations were able to resume in Los Angeles for the first time since the pandemic began, Nexstar Media-owned KTLA was there to share the festivities with the community. “It’s a lot bigger of an event now than what I remember … It’s a very big part of Los Angeles and something I’m proud to be a part of myself,” resident John Segura told the station.

TEGNA’s KVUE in Austin, Texas, spoke to a local man about his work raising awareness of Alzheimer’s and related dementia among the Hispanic community, including serving on the committee for the Walk to End Alzheimer’s Austin. The story shares statistics and resources “to help Latinos make informed decisions about their loved ones, including how to understand the warning signs, how to make lifestyle decisions that can improve outcomes and how to get the necessary support to become better caregivers.”

As a top provider of local advertising, broadcasters have deep ties to the businesses in their communities. Coverage of these businesses supports local economies and uncovers unique, impactful community stories.

Gray Communications’ KOLD News 13 in Tucson, Ariz., visited local business El Charro, the oldest continuously operating Mexican restaurant in the country, for their 100th anniversary during Hispanic Heritage Month. The story celebrates Tucson’s Hispanic heritage and promotes other Hispanic Heritage Month events.

Hubbard Media-owned WTOP in Washington, D.C., spoke to Latin American market La Cosecha about their “Voces Latinas” Hispanic Heritage Month event. “There’s something for everyone, whether you want to be hands-on or just taste your way through,” EDENS Senior Vice President of Brand and Culture Norma Morales Perez told the station. “You can really experience so many different countries and cultures.”

A nationwide Hispanic Heritage Month campaign from NBCUniversal Telemundo encourages a new generation of Hispanic Americans to “Be The Next Story Told.” The campaign features spots with singers, comedians, journalists, athletes, doctors and teachers, inspiring viewers to become future role models.

“As we honor our heritage and the countless contributions of Hispanic leaders to date, we’re also looking to the future, championing the next generation of Latinos shaping America’s story,” said Mónica Gil, chief administrative and marketing officer of NBCUniversal Telemundo Enterprises. “In giving the spotlight to our community, we want all generations of Hispanics to push forward by writing their own narrative.”

How Broadcasters Serve Their Communities

More than 2.47 million American jobs depend on broadcasting, and the local broadcast radio and television industry - and the businesses that depend on it - generate $1.17 trillion annually for the nation's economy.

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