Boise, ID

Hispanics in Boise, Caldwell and Nampa, Idaho are growing in number. Many are firstgeneration, while other Hispanics are acculturated and quite comfortable using English instead of Spanish. Overall, Boise’s Hispanic market is in transition from “new immigrant beach head” to an emerging market ripe for potential brand growth. Companies that seek to establish long-term relationships with passionate customers should strongly consider the use of Spanishlanguage broadcast media in Boise as part of their total media buy in this growing market.

The Boise, Idaho DMA is much larger than the Arbitron-defined market, and includes Malheur County, Oregon; Baker County, Washington; and the Idaho counties of Adams, Boise, Camas, Elmore, Gem, Owyhee, Payette, Valley and Washington.

Arbitron surveys Ada County, home to the city of Boise (not to be confused with Boise County). It also surveys Canyon County, home to a large number of Hispanics.
By focusing on Ada and Canyon Counties, we find that Boise’s current Hispanic populace is exiting the first-entry stage and is becoming more established.

What does this mean? Often, men will leave their country of origin to establish a new home for their family, who will arrive a few years later. This pattern is clearly visible in Boise, as men 18-34 comprise 26% of all Hispanics. However, there are slightly more Hispanic women than men, overall.

The Boise market’s Hispanic population is young. According to Claritas, there are more Latinas aged 25-34 than there are Hispanic women 45+. Hispanic men 45+ outnumber those between the ages of 18-24 by just 100.

The greater Boise area includes the cities of Nampa and Caldwell, both of which have emerged as commercial and residential centers of live for Hispanics who have settled in Idaho’s biggest city. Many are first-generation Mexicans, while others are second-generation or thirdgeneration and have moved to the area not from Mexico but from California.

The Boise metropolitan area is a five-hour drive northwest to the Tri-Cities, WA market, where Adelante Media Group owns and operates radio stations, and another five-hour drive southeast to Salt Lake City, where Adelante enjoys three radio stations and a TV property. However, Boise is unique, given its geographical isolation to many larger metropolitan areas in the Pacific Northwest and across the West Coast.