According to the Strategy Research Corporation, 96% of Hispanics prefer to receive their information in their first language.  What's more, Hispanics are big radio consumers.  The same study found that 92% of Hispanics listen to the radio every day and 9 out of 10 Hispanics listen to Spanish language radio.

The Christian population among Hispanics is influential and is a viable advertising target for political campaigns looking to gain an edge in the upcoming election. Yuri Mantilla, director for International Governmental Relations for Focus on the Family, calls 2008 the "Year of the Hispanic". Said Mantilla, "We are the nation's largest minority and we are poised to make a difference in some of the tightest races because of our concern for family, for life, and for faith.  Hispanics are not a monolithic bloc, but a thriving family community, and our values are the values on which this nation was founded."

Look for advertising dollars to be available to Spanish speaking Christian radio stations as we elect a new president this year and more and more astute marketers recognize the power of the Hispanic Christian community and the ability to target them with Christian radio.