Modesto, CA

Arbitron measures Modesto, CA as its own market. Diaries are distributed through Stanislaus County, which is the Metro area. The Total Survey Area includes Merced, to the south; and Calaveras, Tuolomne and Mariposa Counties, to the east and the Sierra Nevadas.

Modesto is considered a “high-density Hispanic market” by Arbitron, which measured Modesto in the same manner as Stockton – twice yearly, in spring and fall, using its five-decade-old diary methodology.

Population trends for Modesto’s Hispanic community mirror those of Stockton. The majority of Latinos are adults 25-34, with teens the second-largest Hispanic population segment in this market. Close to half of all men and women 25-34 are Latino; 49% of teens are Hispanic.

Modesto is a highly competitive marketplace for Spanish-language radio. Additionally, Hispanics in this market, as well as those in nearby Stockton and Fresno, are highly likely to tune to rhythmic Top 40 stations.

In fact, Modesto is the fiercest market for Adelante Media Group, which has opened a sales office in Modesto to boost the awareness of KBBU-FM 93.9 “La Gran D” with local advertisers.